YouTube as a promotional tool: Vlogger versus tourist board generated videos

YouTube is a trendy video sharing site that provides the opportunity to tourist destinations to communicate their brands and identities through promotional videos. The purpose of this study was to assess the difference in effectiveness and quality of promotional videos published by vloggers and those published by the tourist board in attracting potential customers and promoting a tourist destination. Specifically, content analysis of four videos was conducted, including the categories of attraction factors and emotional brand values. Even though there was no difference detected in the effectiveness and quality of vloggers' and tourist board's promotional videos, there was a significant difference in the presence of attraction factors and emotional brand values.