This article describes how YouTube has been evolving as an e-tool for marketing activities over the past
decade. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing
professionals across a growing number of industries. The research documented in this article investigates virtual community-based destination marketing using an extended conceptualisation of a virtual
community typology. A non-participant netnographic investigation of virtual communities through a
content analysis has been applied in this article to investigate the research questions. The contribution
includes the application of an extended typology of virtual communities to YouTube leading to a number
of managerial implications for marketing practice on using YouTube as an effective marketing tool.
