20.500.12556/DKUM-82056 Odziv YouTube destinacijske promocije na COVID-19 krizo: vloga emocionalnega nagovarjanja vloga emocionalnega nagovarjanja YouTube destination promotion response to the COVID-19 crisis: the role of emotional address diplomsko delo visokošolskega strokovnega študija Turistična promocija je pomemben stik z obiskovalcem, kjer se turistična destinacija predstavi na trgu in si tako utre pot k svojemu obiskovalcu in predstavi svojo turistično ponudbo. Temelj naše raziskave je prisotnost promocije na uradnih YouTube kanalih izbranih evropskih destinacij in pomembnost emocionalnega nagovarjanja obiskovalcev v obdobju, ko je svet zajela pandemija COVIDA-19. S kvantitativno analizo smo analizirali 34 YouTube kanalov destinacij in 116 videoposnetkov v obdobju od februarja 2020 do vključno februarja 2021. Rezultati so pokazali povečanje promocije v dobri tretjini analiziranih turističnih destinacij v primerjavi s predhodnim izbranim obdobjem pred pandemijo. Pri tem še posebej izstopa promocija Slovenije: z 243 videoposnetki je na drugem mestu po pogostosti uporabe YouTuba, kar v prvi vrsti pripišemo kampanji Zdaj je čas zate #mojaslovenija. Analiza čustvenih apelov je pokazala uporabo predvsem pozitivnih čustvenih apelov, ki poskušajo spodbuditi obiskovalce k obisku destinacije.Med redkimi prikazi negativnih čustev pa po pogostosti izstopa hrepenenje. Pojavljanje zdravstvene varnosti destinacije je v nasprotju s pričakovanji poudarjalo zgolj 11 % analiziranih videoposnetkov. Večina se je torej odločila prikazati destinacije brez spominjanja gledalcev na pandemijo. V določeni meri so novonastale razmere turistične destinacije, v skladu s takratno razpravo o potrebnih spremembah turizma po pandemiji, potisnile tudi v promocijo inovativnejših oblik digitalnega in trajnostnega turizma. Predvsem pa je to bilo obdobje pogostejšega nagovarjanja domačih gostov in usmeritve k prednostim primernim za domače goste. Tourist promotion is an important contact with the visitor, where the tourist destination presents itself on the market and thus paves the way for its visitor and presents its tourist offer. The basis of our research is the presence of promotion on the official YouTube channels of selected European destinations and the importance of emotionally addressing visitors in the period when the world was engulfed by the COVID-19 pandemic. Quantitative analysis analyzed 34 YouTube channels of destinations and 116 videos in the period from February 2020 to February 2021 inclusive. The results showed an increase in promotion in more than a third of the analyzed tourist destinations compared to the previously selected pre-pandemic period. The promotion of Slovenia stands out in particular: with 243 videos, it is in second place in terms of the frequency of using YouTube, which is primarily attributed to the campaign Now is the time for you #mojaslovenija. The analysis of emotional appeals showed the use of mainly positive emotional appeals, which try to encourage visitors to visit the destination. Among the rare displays of negative emotions, however, longing stands out in terms of frequency. Contrary to expectations, only 11% of the analyzed videos highlighted the destination’s health safety phenomenon. So most decided to show the destinations without reminding viewers of the pandemic. To a certain extent, the new situation of the tourist destination, by the then discussion on the necessary changes in tourism after the pandemic, also pushed into the promotion of more innovative forms of digital and sustainable tourism. Above all, it was a period of more frequent addressing of domestic guests and focusing on advantages suitable for domestic guests. turistične destinacije turistična promocija emocije v turistični promociji COVID-19 nove oblike turizma tourist destinations tourist promotion emotions in tourist promotion COVID-19 new forms of tourism true true false [U. Podgoršek] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-07-06 10:14:42 2023-07-07 09:30:40 2023-07-08 03:09:00 0000-00-00 00:00:00 2022 0 Maribor 0 Maribor 99 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.131.7:077(043.2) 158099459 VS_Podgorsek_Uros_2022.pdf VS_Podgorsek_Uros_2022.pdf 1 BEAEAD9E74F798D412B103A43C3EA45F 70cfe23759182a1a97ebb0fd30f6557ddddfe2807a595ebcb6922d06d1791e2c 40aea69b-0d0b-11ed-8e5d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=159585 Fakulteta za turizem 0 0 0