Abstract

The social media phenomenon has impacted travel and tourism marketing, creating new and exciting paths for destination promotion, and blurring the traditional roles of destinations as message producers, and consumers as message receivers. The goal of this paper is to explore the transition to C2C marketing, and to present a case study analysis of user-generated video in tourism destination promotion. This form of video story-telling calls for a new method of market research. Narrative analysis is applied.

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User-Generated Videos in Tourism Destination Marketing: Using Narrative Analysis to Deconstruct Video Travel Stories

The social media phenomenon has impacted travel and tourism marketing, creating new and exciting paths for destination promotion, and blurring the traditional roles of destinations as message producers, and consumers as message receivers. The goal of this paper is to explore the transition to C2C marketing, and to present a case study analysis of user-generated video in tourism destination promotion. This form of video story-telling calls for a new method of market research. Narrative analysis is applied.