Content Analysis of YouTube Promotional Videos in Destination Promotion

Emine Çallak; Ahu Yazıcı Ayyıldız

Article Details

Content Analysis of YouTube Promotional Videos in Destination Promotion

Authors:

Emine Çallak | Ahu Yazıcı Ayyıldız

Publisher:

Aydin Adnan Menderes University

Main Topics:

Turizm (Diğer)

Journal:

Journal of Travel and Tourism Research Vol.26 Issue 26, pp.120-141

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001348942

pISSN:

1302-8545

Keywords:

Abstract:

 The aim of this study is to analyze the content of YouTube videos about Kuşadası, a popular tourist destination, and to identify the prominent visual and verbal elements, themes, and intended messages within these videos. Within the scope of the research, promotional videos of Kuşadası published on YouTube in the last two years were selected and examined using a purposive sampling method. The keyword Kuşadası promotion was used, and a total of 10 promotional videos were identified. The analysis revealed that the themes of promotion, information, and history were the most prominent in the Kuşadası promotional videos on YouTube. Both amateur and professional videos aimed to create curiosity and engagement among viewers. It is expected that this study will contribute to the development of destination promotional videos on YouTube.

 The aim of this study is to analyze the content of YouTube videos about Kuşadası, a popular tourist destination, and to identify the prominent visual and verbal elements, themes, and intended messages within these videos. Within the scope of the research, promotional videos of Kuşadası published on YouTube in the last two years were selected and examined using a purposive sampling method. The keyword Kuşadası promotion was used, and a total of 10 promotional videos were identified. The analysis revealed that the themes of promotion, information, and history were the most prominent in the Kuşadası promotional videos on YouTube. Both amateur and professional videos aimed to create curiosity and engagement among viewers. It is expected that this study will contribute to the development of destination promotional videos on YouTube.

 The aim of this study is to analyze the content of YouTube videos about Kuşadası, a popular tourist destination, and to identify the prominent visual and verbal elements, themes, and intended messages within these videos. Within the scope of the research, promotional videos of Kuşadası published on YouTube in the last two years were selected and examined using a purposive sampling method. The keyword Kuşadası promotion was used, and a total of 10 promotional videos were identified. The analysis revealed that the themes of promotion, information, and history were the most prominent in the Kuşadası promotional videos on YouTube. Both amateur and professional videos aimed to create curiosity and engagement among viewers. It is expected that this study will contribute to the development of destination promotional videos on YouTube.

 Bu çalışmanın amacı, turistik bir destinasyon olan Kuşadasının YouTubeda bulunan videolarının içeriklerini analiz ederek, videolarda öne çıkan görsel ve sözel unsurları, temaları ve verilmek istenen mesajları belirlemektir. Araştırma kapsamında YouTube da son iki yılda yayınlanan Kuşadası tanıtım videoları amaçlı örneklem yöntemi kullanılarak belirlenmiş ve incelenmiştir. Anahtar kelime olarak Kuşadası tanıtım ifadesi kullanılmış ve toplamda 10 adet tanıtım videosuna ulaşılmıştır. Yapılan analizler neticesinde, YouTube üzerinde yayınlanan Kuşadası tanıtım videolarının tanıtım, bilgilendirme ve tarihi temalarının ön olana çıktığı görülmüştür. Amatör ve profesyonel çekimler ile yayınlanan videolarda, izleyici üzerinde merak uyandırmak amaçlanmıştır. Çalışmanın, YouTubeda yayınlanan destinasyon tanıtım videolarının gelişimine katkı sağlayacağı düşünülmektedir.

Article Details

Content Analysis of YouTube Promotional Videos in Destination Promotion

Authors:

Emine Çallak | Ahu Yazıcı Ayyıldız

Publisher:

Aydin Adnan Menderes University

Main Topics:

Turizm (Diğer)

Journal:

Journal of Travel and Tourism Research Vol.26 Issue 26, pp.120-141

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001348942

pISSN:

1302-8545

Kuşadası

Destination Promotion

YouTube

Content AnalysisKuşadası

Destinasyon tanıtımı

YouTube

İçerik analizi

Issues

Article Details

Authors: Emine Çallak | Ahu Yazıcı Ayyıldız

Publisher: Aydin Adnan Menderes University

Main Topics: Turizm (Diğer)

Journal: Journal of Travel and Tourism Research Vol.26 Issue 26, pp.120-141

Document Type: Article

Publication Date: 6/2025

Document Language: Turkish

Document ID (Org No.): 2001348942

pISSN: 1302-8545

Issues

Authors:

Emine Çallak | Ahu Yazıcı Ayyıldız

Publisher:

Aydin Adnan Menderes University

Main Topics:

Turizm (Diğer)

Journal:

Journal of Travel and Tourism Research Vol.26 Issue 26, pp.120-141

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001348942

pISSN:

1302-8545