Sambhanthan, AThelijjagoda, SGood, AScupola, A2026-04-022020978-179982470-1https://rda.sliit.lk/handle/123456789/4922This 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.enInvestigationextended typologymarketing destinationsyoutubeBook chapterDOI: 10.4018/978-1-7998-2469-5.ch064