• Journal of Digital Convergence
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• v.17 no.12
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• pp.445-450
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• 2019

lock in effect This study aims to examine the viewing pattern of travel vlog on video-sharing platform YouTube. Preliminary survey was conducted with in-depth interviews on the usability and sensibility aspects of creating pleasurable interfaces model. As a result, first, viewers obtains general information on travel using travel vlog. Second, there were difficulties from the informational quantity. Third, the contents marketing using travel vlog could have limitation when it comes to the consistency of product's exposure which common mass media advertisement format have. Improvements driven from this study may provide insight in contents marketing strategy to travel-related companies and provide practical help to creators in contents production.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.175-184
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• 2022

Travel YouTubers who cross the boundary between tradition and novelty communicate by sharing their activities with others through SNS-based media. Media content should not only satisfy individuals, nor should it be too purpose-oriented. YouTube channels should be operated so that users can easily access content naturally, and more diverse methods can be pursued based on usage patterns and satisfaction theory. This study is about the type of perception of Generation Z on travel YouTube titles. As a result of conducting QUANL program analysis on 34 Q samples and 28 P samples from the Q methodological perspective, a total of three types were found. For types with unique characteristics, the first type was named "attention of keywords that draw imagination," the second type was "preferred to stories that stimulate curiosity," and the third type was "image satisfaction reflecting expectations." In addition, considering the characteristics of each type found, the scalability and strategic plan of the activities that Generation Z travel YouTubers want to unfold were presented.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.1-19
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• 2023

Despite the growing importance of video-based social media content, such as vlogs, as a marketing tool in the travel industry, there is limited research on the characteristics that enhance engagement among potential travelers. This study explores the influence of emotional valence in YouTube travel content on viewer engagement, specifically likes and comments. We analyzed 4,619 travel-related YouTube videos from eight popular tourist cities. Using negative binomial regression analysis, we found that both positive and negative emotions significantly influence the number of likes received. Videos with higher positive emotions as well as negative emotions receive more likes. However, when it comes to the number of comments, only negative emotions showed a significant positive influence, while positive emotions had no significant impact. These findings offer valuable insights for marketers seeking to optimize engagement strategies on YouTube, considering the unique nature of travel products. Further research into the effects of specific emotions on engagement is warranted to improve marketing strategies. This study highlights the powerful impact of emotions on viewer engagement in the context of social media, particularly on YouTube.