| Title: | Influence of explainer videos in marketing communication for tourism and health services |
|---|
| Authors: | ID Sedej, Tanja (Author)
ID Mlaker Kač, Sonja (Author) |
|---|
| Files: |  Contemporary_issues_in_tourism_2022.pdf (19,75 MB)
MD5: 6C8BF497D3480AFDF20A2436A4C71BCF
 https://press.um.si/index.php/ump/catalog/book/722
|
|---|
| Language: | English |
|---|
| Work type: | Scientific work |
|---|
| Typology: | 1.16 - Independent Scientific Component Part or a Chapter in a Monograph |
|---|
| Organization: | FT - Faculty of Tourism
UZUM - University of Maribor Press
|
|---|
| Abstract: | 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. |
|---|
| Keywords: | explainer videos, storytelling, tourism, health services, marketing |
|---|
| Publication status: | Published |
|---|
| Publication version: | Version of Record |
|---|
| Publication date: | 28.10.2022 |
|---|
| Publisher: | Univerza v Mariboru, Univerzitetna založba |
|---|
| Year of publishing: | 2022 |
|---|
| Number of pages: | Str. 243-256 |
|---|
| PID: | 20.500.12556/DKUM-86770  |
|---|
| UDC: | 338.48 |
|---|
| COBISS.SI-ID: | 127900931 |
|---|
| Publication date in DKUM: | 17.01.2024 |
|---|
| Views: | 544 |
|---|
| Downloads: | 54 |
|---|
| Metadata: |    |
|---|
| Categories: | Misc.
|
|---|
|
:
|
Copy citation |
|---|
| | | | Average score: | (0 votes) |
|---|
| Your score: | Voting is allowed only for logged in users. |
|---|
| Share: |  |
|---|
Hover the mouse pointer over a document title to show the abstract or click
on the title to get all document metadata. |
