20.500.12556/DKUM-86920 Striving to be different but becoming the same creativity and destination brands promotional videos Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a "collage" of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical "collage" genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences. creativity destination branding YouTube storytelling humor kreativnost oglaševanje destinacije YouTube zgodbe humor true false true MDPI Angleški jezik Slovenski jezik Znanstveno delo 2024-01-29 10:29:10 2024-01-29 10:52:55 2024-01-30 03:10:55 0000-00-00 00:00:00 2020 0 0 Str. 1-16 Št. 1, št. članka 139 Letn. 13 2020 0000-00-00 Zaloznikova Objavljeno NiDoloceno 2020-11-22 2020-12-22 2020-12-25 338.48:339.138 44699907 10.3390/su13010139 2071-1050 Striving_to_be_different_but_becoming_the_same_Alegro_2020.pdf Striving_to_be_different_but_becoming_the_same_Alegro_2020.pdf 1 1CBF4647F07EF4CCC69CE43EAF35BD2E 0dc69f4e1b3fec16a6a2ab8cc67a9d310f000f2a5e4b5f957b60c086e77d093f c42e35d1-be89-11ee-aae6-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175728 https://doi.org/10.3390/su13010139 0 d0ac5610-be89-11ee-aae6-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175729 Fakulteta za turizem 0 0 0