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Participatory Culture and Tourist Experience: Promoting Destinations Through YouTube

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Arabela Briciu

    (Transilvania University of Brașov)

  • Victor-Alexandru Briciu

    (Transilvania University of Brașov)

Abstract

Social media tools are viewed as important sources for the tourism sector and different types of consumers and travellers. This article presents the role and the impact of YouTube, as the main video sharing solution in the online environment, for the development of what is called prosumer, the user which generates, circulates and consumes online knowledge and being part of the participatory culture. The goal of this research is to investigate the extent to which social media and YouTube in particular appear to be part of the spreadable media phenomenon, the capacity of the information to be shared among users. The study used a research design by selecting the first 100 video clips promoted by YouTube and addressing the theme of Bran Castle (also known as Dracula Castle) from Braşov, Transylvania region in Romania, uploaded by different categories of users. For the analysis of the results, this paper used elements of descriptive statistics from YouTube and methods of quantitative content analysis, regarding the YouTube video characteristics such as the frequencies of views, comments, appreciations (likes, dislikes), channel subscribers etc. This study shows that YouTube is considered to be important for the development of the tourist industry as it provides travellers with new practices for choosing their destination after viewing video materials.

Suggested Citation

  • Arabela Briciu & Victor-Alexandru Briciu, 2020. "Participatory Culture and Tourist Experience: Promoting Destinations Through YouTube," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 425-433, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_47
    DOI: 10.1007/978-3-030-36126-6_47
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    Citations

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    Cited by:

    1. Deukhee Park & Sunmi Yun, 2023. "Comparing Tourism Activity Patterns Influenced by a Tourism Information Source: A Case of the Gyeonggi Province, South Korea," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    2. Mohsin Javed & Zuzana Tučková & Abdul Bashiru Jibril, 2020. "The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    3. Yong Liu & Wei Lee Chin & Florin Nechita & Adina Nicoleta Candrea, 2020. "Framing Film-Induced Tourism into a Sustainable Perspective from Romania, Indonesia and Malaysia," Sustainability, MDPI, vol. 12(23), pages 1-28, November.
    4. Victor-Alexandru Briciu & Cătălina-Ionela Rezeanu & Arabela Briciu, 2020. "Online Place Branding: Is Geography ‘Destiny’ in a ‘Space of Flows’ World?," Sustainability, MDPI, vol. 12(10), pages 1-24, May.
    5. Mohammed Abdo Albaom & Fatimah Sidi & Marzanah A. Jabar & Rusli Abdullah & Iskandar Ishak & Nur Anita Yunikawati & Magistyo Purboyo Priambodo & Mohammed Saleh Nusari & Dhakir Abbas Ali, 2022. "The Moderating Role of Personal Innovativeness in Tourists’ Intention to Use Web 3.0 Based on Updated Information Systems Success Model," Sustainability, MDPI, vol. 14(21), pages 1-35, October.

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