20.500.12556/DKUM-86770 Influence of explainer videos in marketing communication for tourism and health services Digital marketing has been gaining more attention in last years. Several researchers have shown that it is a very powerful tool in the field of storytelling. In the last decade tourism has changed from typical destination marketing to approaches that often use storytelling, augmented reality, the sharing economy, all-year tourism, etc. Most of these tourism offers can be best promoted via digital media. Especially when it comes to the younger generation, social and digital media are crucial for success. Our research focuses on explainer videos and their importance in marketing for the tourism sector aimed at young people. Our research was conducted with a group of Slovenian students. The results show that explainer videos have great potential in field of destination marketing, event promotion (such as for sport and cultural events) and services (such as sharing-economy systems and health services) among the student population. Our research has also shown the content and animation/images used in explainer videos are the most important elements in attracting and holding the attention of younger generation. explainer videos storytelling tourism health services marketing turizem zdraviliški turizem zgodbe trženje videozgodbe true false true Univerza v Mariboru, Univerzitetna založba Angleški jezik Slovenski jezik Znanstveno delo 2024-01-17 11:57:49 2024-01-17 12:03:57 2024-01-18 03:47:40 0000-00-00 00:00:00 2022 0 0 Str. 243-256 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2022-10-28 338.48 125540099 127900931 Contemporary_issues_in_tourism_2022.pdf Contemporary_issues_in_tourism_2022.pdf 1 6C8BF497D3480AFDF20A2436A4C71BCF a7a2a9e5ed1024944dfa077e80da525d30c99305ebcababe2b7be6989b9843c2 eeb80919-b527-11ee-aaf4-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175364 https://press.um.si/index.php/ump/catalog/book/722 1 44912aa7-b527-11ee-aaf4-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175363 Fakulteta za turizem Univerzitetna založba Univerze v Mariboru Contemporary Issues in Tourism 0 0 0