| Title: | Striving to be different but becoming the same : creativity and destination brands promotional videos |
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| Authors: | ID Alegro, Tjaša (Author)
ID Turnšek, Maja (Author) |
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| Files: |  Striving_to_be_different_but_becoming_the_same_Alegro_2020.pdf (3,65 MB)
MD5: 1CBF4647F07EF4CCC69CE43EAF35BD2E
 https://doi.org/10.3390/su13010139
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | FT - Faculty of Tourism
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| Abstract: | 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. |
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| Keywords: | creativity, destination branding, YouTube, storytelling, humor |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Submitted for review: | 22.11.2020 |
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| Article acceptance date: | 22.12.2020 |
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| Publication date: | 25.12.2020 |
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| Publisher: | MDPI |
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| Year of publishing: | 2020 |
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| Number of pages: | Str. 1-16 |
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| Numbering: | Letn. 13, Št. 1, št. članka 139 |
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| PID: | 20.500.12556/DKUM-86920  |
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| UDC: | 338.48:339.138 |
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| ISSN on article: | 2071-1050 |
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| COBISS.SI-ID: | 44699907 |
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| DOI: | 10.3390/su13010139 |
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| Publication date in DKUM: | 29.01.2024 |
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| Views: | 426 |
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| Downloads: | 52 |
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| Metadata: |    |
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| Categories: | Misc.
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