Social Media in Tourism: The Impacts of Travel Content on YouTube and Instagram
Lalangan, Katherine (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020061218543
https://urn.fi/URN:NBN:fi:amk-2020061218543
Tiivistelmä
The purpose of this study is to show the immense effects that travel social media content has on the tourism industry in order to help people within the industry have a broader view on the content. The aim is to illustrate the importance of them which people may not notice. The data surrounds Instagram and YouTube.
Data was collected through primary research of Google form questionnaires for the travel influencers of Instagram and YouTube and the influencer followers. Secondary data of other theories was collected to represent the marketing perspective of the travel content. Connections between the creator, viewer, and marketing concept were created. A case study was conducted with YouTube Sailing SV Delos to illustrate the connection analyses.
Based on the findings, travel content impacts the creator by allowing them to make a hobby into a way of living, in addition to viewer support and possible compensation. The content impacts the follower by providing entertainment, travel education, tips from experts, and inspiration from travel role models. The marketing role can be impacted either positively from content marketing or negatively from content demoting. All variables can connect through the social feedback cycle, rendering the sequence from the influencer and possible marketing partnership, to creating content and travel marketing to the viewer, to the viewer possibly contacting the travel businesses for their own journey.
Data was collected through primary research of Google form questionnaires for the travel influencers of Instagram and YouTube and the influencer followers. Secondary data of other theories was collected to represent the marketing perspective of the travel content. Connections between the creator, viewer, and marketing concept were created. A case study was conducted with YouTube Sailing SV Delos to illustrate the connection analyses.
Based on the findings, travel content impacts the creator by allowing them to make a hobby into a way of living, in addition to viewer support and possible compensation. The content impacts the follower by providing entertainment, travel education, tips from experts, and inspiration from travel role models. The marketing role can be impacted either positively from content marketing or negatively from content demoting. All variables can connect through the social feedback cycle, rendering the sequence from the influencer and possible marketing partnership, to creating content and travel marketing to the viewer, to the viewer possibly contacting the travel businesses for their own journey.