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The potential of popular music videos in destination image formation


Emese Panyik

Catholic University of Portugal (UCP), Braga Regional Centre, Faculdade de Filosofia e Ciências Sociais, Campus Camões 4710-362, Braga, Portugal. Governance, Competitiveness and Public Policy Research Unit (GOVCOPP), University of Aveiro, Portugal.

Tel: (+351) 919165394 E-mail: epanyik@braga.ucp.pt


Destination image begins to form long before the actual travel and it is considered to be decisive in tourists’ destination selection process. There are various factors that shape this process, and today, online media influencers are more important than ever. Within this context, this research explores the influence of popular music videos in the destination image formation process. The question is: Shall we use music videos for destination promotion? Could it be an effective tool, an alternative or complementary method for destinations marketing?

The hypothesis is that due to their high popularity, music videos filmed in a particular destination may influence the consumers’ destination image formation. Music videos are the most popular content genre in YouTube (Liikkanen and Salovaara 2015), and the main consumers of such videos are the young adult group (15-34yrs). A mixed-methods approach was used combining the focus group method with a short questionnaire to explore how music videos and promotional videos influence the destination image of the participants (university students) and whether there is a (significant) difference in their impact on destination image formation.

Í aðlabyggingu Háskólans á Hólum, stofu 202.

08.05.2019 - 13:00
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