20.500.12556/DKUM-76747 Use of humor in video content for promotion of tourist destinations on YouTube Uporaba humorja v video vsebinah za promocijo turističnih destinacij na YouTubeu Advertisements 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. Oglasi niso razlog za gledanje televizije, vendar predstavljajo neizogiben element te rutine. Ker je humor v promocijskih dejavnostih vse bolj priljubljen, aktualno postaja vprašanje o njegovi uporabnosti in tveganju ob tem. Glede na širitev razvoja turistične industrije v zadnjih letih bi bilo treba promocije destinacij narediti drugačne od že videnih. To je ena izmed točk, kjer se srečujeta humor in turizem. Ker je YouTube eno izmed vodilnih mest za izmenjavo video vsebin, je študija temeljila na analizi pojavnosti humorja v oglasih, naloženih na YouTube in namenjenih promociji turističnih destinacij. Od 11.015 oglasov, naloženih na uradni kanal DMO, so šaljivi elementi identificirani v 116 video posnetkih. Najpogosteje uporabljeni tipi humorja so bili tisti, ki izhajajo iz teorije o neskladnosti in razbremenitvi, medtem ko je bila teorija nadrejenosti, ki velja za agresivno vrsto, najmanj zastopana. Pri tem je treba upoštevati, da so različne vrste humorja namenjene doseganju različnih učinkov. Če je cilj tržnikov poudariti določen komunikacijski učinek, bi morali uporabiti vrsto humorja, ki bi povzročila tak učinek. tourism humor promotion YouTube humor typology marketing in tourism turizem humor promocija YouTube tipologija humorja marketing v turizmu true true false [M. Ilikj] Angleški jezik Slovenski jezik Diplomsko delo/naloga 2020-06-30 10:51:39 2020-11-02 11:50:49 2022-08-09 13:55:33 2020-11-19 03:17:55 2020 0 Brežice 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48-44:659.1:82.0-7(043.2) 35166467 URN:SI:UM:DK:PAEVCSHN UN_Ilikj_Marinela_2020.pdf UN_Ilikj_Marinela_2020.pdf 1 28C526ACAB01A9455BDBFFADB8BDA072 b23de6de075171abf2a8c4c7a3d9b7107db6c44412fb0e59aa47e96d9aa1a6d5 62735ddd-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/b415e8db-9086-4227-b92a-7ecba0b104c4 https://dk.um.si/Dokument.php?lang=slv&id=143326 Fakulteta za turizem 0 0 0