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Title:Zgodbarjenje v turistični promociji na youtubu v času covid-19
Authors:ID Šetinc, Kaja (Author)
ID Turnšek, Maja (Mentor) More about this mentor... New window
ID Alegro, Tjaša (Comentor)
Files:.pdf VS_Setinc_Kaja_2021.pdf (3,62 MB)
MD5: 8E673C1CA18E2F228FBC9E3483342DEB
PID: 20.500.12556/dkum/1f33ed8e-e15e-4d1c-a26a-385e45618d48
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:FT - Faculty of Tourism
Abstract:Promocijski videoposnetki se kot pomembni ustvarjalci destinacijske podobe uporabljajo za ustvarjanje znanja ter ustvarjanje pozitivne podobe destinacije. Z vizualnostjo uporabniki dobijo takojšen in resničen občutek o destinaciji, ravno zato je YouTube tako priljubljeno spletno mesto za promocijo. Pri tem pa se nam zastavlja vprašanje, v kolikšni meri so evropske destinacije uporabljale YouTube v namen turistične promocije v času Covid-19 pandemije. S kvantitativno metodo smo želeli ugotoviti, kakšne tipe videov in tem DMO-ji uporabljajo v Covid-19 času in kako nagovarjajo obiskovalce glede na omejitve potovanj po celotnem svetu. V videih največkrat prikazujejo naravo in samoto v njej, kar ponazarja današnje čase, torej odmik od mesta in množice ljudi, in pa tudi sam pomen narave v turistični promociji, ki se je ohranil in v tem času še bolj povečal. Največkrat se je pojavilo nagovarjanje po pandemiji, nato pa sledijo videi, v katerih ni bilo možno zaznati, v kateri fazi nakupnega procesa destinacije nagovarjajo ljudi za obisk destinacije. Nato sledijo videi za nagovarjanje v namen takojšnjega obiska (in ne šele po koncu pandemije), kar obrazložimo s tem, da so bili videi posneti v poletnem času 2020, ko so se potovanja nekoliko sprostila. Prav tako smo želeli ugotoviti, če in v kolikšni meri destinacijski management organizacije uporabljajo elemente zgodbarjenja v tem obdobju pandemije. Ugotovili smo, da se v večini videoposnetkov prikazujejo junaki (liki) in največkrat sporočila, ki so bistvo zgodb. V videih so prikazovali različne sekvence (kronologijo dogodkov), s tem so DMO-ji želeli prikazati podobo destinacije. Videi, ki so imeli konflikt (prikazan kot Covid-19), so bili med najbolj ogledanimi, kar nakazuje, da je negativnost postala učinkovita. V nalogi si zastavljamo vprašanje, kakšno vlogo je imelo zgodbarjenje kot pristop k oblikovanju promocijskih vsebin na YouTube kanalu v namen turistične promocije v času Covid-19 pandemije. S kvantitativno metodo analize besedil smo želeli ugotoviti, kakšne teme DMO-ji uporabljajo v Covid-19 času in kako nagovarjajo obiskovalce glede na omejitve potovanj po celotnem svetu. Prešteli smo 1.827 videoposnetkov, objavljenih na izbranih 31 evropskih kanalih, v obdobju med februarjem 2020 in februarjem 2021. Med temi smo z uporabo kvantitativne analize besedil analizirali populacijo 106 videoposnetkov. Rezultati so pokazali, da so v tem obdobju promocijski videoposnetki največkrat prikazovali naravo in samoto v njej, torej odmik od mesta in množice ljudi. Le majhen delež videoposnetkov je posebej izpostavljal pandemijo, večinoma pa so nagovarjali k obisku destinacije po pandemiji oz. na način, da ni bilo možno razbrati, v katerem obdobju naj gostje obiščejo destinacijo.
Keywords:zgodbarjenje, turistična promocija, COVID-19, destinacijski management organizacije, YouTube
Place of publishing:Brežice
Publisher:[K. Šetinc]
Year of publishing:2021
PID:20.500.12556/DKUM-80575 New window
UDC:338.48-44:339.138:808.543(043.2)
COBISS.SI-ID:88588547 New window
Publication date in DKUM:09.12.2021
Views:1372
Downloads:169
Metadata:XML DC-XML DC-RDF
Categories:Misc.
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:20.09.2021

Secondary language

Language:English
Title:Storytelling in tourism promotion on youtube in the time of covid-19
Abstract:Promotional videos are used as important creators of the destination image to create knowledge and create a positive image of the destination. With visuals, users get an instant and real sense of destination, which is why YouTube is such a popular promotion site. However, we are asked to what extent European destinations used YouTube for the purpose of tourist promotion during the Covid-19 pandemic. Using a quantitative method, we wanted to find out what types of videos and themes DMOs use in Covid-19 time and how they appeal to visitors, given the limitations of traveling around the world. In the videos, they mostly show nature and solitude in it, which illustrates today's times, ie the distance from the city and the crowds, as well as the importance of nature in tourism promotion, which has been preserved and increased even more during this time. Pandemic solicitation most often occurred, followed by videos in which it was not possible to detect at what stage of the destination’s buying process they were soliciting people to visit the destination. This is followed by videos to address for the purpose of an immediate visit (and not just after the end of the pandemic), which is explained by the fact that the videos were shot in the summer of 2020, when travel was somewhat relaxed. We also wanted to find out if and to what extent destination management organizations use storytelling elements during this period of the pandemic. We found that most videos show heroes (characters) and most often the messages that are the essence of the stories. The videos showed different sequences (chronology of events), with DMOs wanting to show the image of the destination. The videos that had conflict (shown as Covid-19) were one of the most watched, suggesting that negativity has become effective. In this paper, we ask ourselves what role storytelling played as an approach to creating promotional content on the YouTube channel for the purpose of tourism promotion during the Covid-19 pandemic. Using a quantitative text analysis method, we wanted to find out what topics DMOs use in Covid-19 time and how they address visitors, given the limitations of traveling around the world. We counted 1,827 videos published on selected 31 European channels in the period between February 2020 and 2021. Among these, we analyzed a sample of 106 videos using quantitative text analysis. The results showed that during this period, promotional videos mostly showed nature and solitude in it, i.e., a distance from the city and the crowds. Only a small proportion of the videos specifically highlighted the pandemic, and most of them encouraged visitors to visit the destination after the pandemic. In such a way that it was not possible to figure out in which period the guests should visit the destination.
Keywords:storytelling, tourism promotion, COVID-19, destination management organization, YouTube


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