Use of humor in video content for promotion of tourist destinations on YouTubeIlikj, Marinela (Avtor) Turnšek, Maja (Mentor) tourismhumorpromotionYouTubehumor typologymarketing in tourismAdvertisements are not the reason why we watch television, but they make an inevitable element of that routine. As humor gains popularity in promotional activities, the question of its benefits and risks becomes even more topical. Considering the expansion in the development of the tourism industry in recent years, the need for differentiation in the promotion of destinations should be conducted in a way that would be different from what has already been seen. This is one of the points where humor and tourism meet. As YouTube is one of the leading platforms for sharing video content, the study was based on analyzing the appearance of humor in advertisements aimed at promoting a tourism destination, uploaded on YouTube. Out of 11,015 advertisements uploaded on the official NTO’s channels, humorous elements were identified in 116 videos. Most frequently, humor types used were those deriving from the theory of incongruity-resolution and arousal safety, while humor disparagement theory, considered as aggressive, was least represented. However, different humor types are intended to achieve different effects. If the marketers’ goal is to underline a particular communication effect, they should then use the exact type of humor that is most likely to produce such an effect.[M. Ilikj]20202020-06-30 10:51:39Diplomsko delo/naloga76747UDK: 338.48-44:659.1:82.0-7(043.2)COBISS_ID: 35166467NUK URN: URN:SI:UM:DK:PAEVCSHNsl