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Implications for utilizing YouTube based community interactions for destination marketing: Investigation of a typology approach

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dc.contributor.authorSambhanthan, A
dc.contributor.authorThelijjagoda, S
dc.contributor.authorTan, J
dc.date.accessioned2022-02-25T04:05:55Z
dc.date.available2022-02-25T04:05:55Z
dc.date.issued2013-04-26
dc.description.abstractIn recent time, YouTube has evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavors is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different ways and means of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels). More specifically, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing. Comments made by YouTube users have been subjected to a content analysis and the results are reported here under the five broad clusters of virtual communities. Implications for utilizing YouTube-based community interactions for destination marketing are also highlighted as part of the outcome of this research.en_US
dc.identifier.citationA. Sambhanthan, S. Thelijjagoda and J. Tan, "Implications for utilizing YouTube based community interactions for destination marketing: Investigation of a typology approach," 2013 8th International Conference on Computer Science & Education, 2013, pp. 365-370, doi: 10.1109/ICCSE.2013.6553939.en_US
dc.identifier.doi10.1109/ICCSE.2013.6553939en_US
dc.identifier.isbn978-1-4673-4463-0
dc.identifier.urihttps://rda.sliit.lk/handle/123456789/1392
dc.language.isoenen_US
dc.publisherIEEEen_US
dc.relation.ispartofseries2013 8th International Conference on Computer Science & Education;Pages 365-370
dc.subjectImplicationsen_US
dc.subjecttypology approachen_US
dc.subjectInvestigationen_US
dc.subjectdestination marketingen_US
dc.subjectinteractionsen_US
dc.subjectutilizingen_US
dc.subjectYouTube based communityen_US
dc.titleImplications for utilizing YouTube based community interactions for destination marketing: Investigation of a typology approachen_US
dc.typeArticleen_US
dspace.entity.typePublication

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