A CONTENT ANALYSIS ON SIARGAO ISLAND FROM THE PERSPECTIVE OF YOUTUBE VLOGGERS
DOI:
https://doi.org/10.55197/qjssh.v3i4.177Keywords:
YouTube, travel vlogger, travel vlog, tourism destination marketing, Siargao IslandAbstract
YouTube is becoming more recognized as one of the most prominent social media platforms where travel vlogs are among the most watched videos, allowing travelers to contribute their knowledge, experiences, and insights about different destinations that they visit. However, despite knowing that travel vlogs provide reliable information about a place, there are still gaps that need to be addressed. Therefore, the objective of this research is to investigate the perspectives of YouTube travel vloggers on Siargao Island, addressing the 4A model of marketing, namely acceptability, affordability, accessibility, and awareness. This study was conducted among verified YouTube travel vloggers employing content analysis which was utilized to present an overview of their perspectives by analyzing and interpreting their travel videos. The study method used was qualitative secondary data analysis through which the contents of the videos were interpreted. According to the findings, the majority of the travel vloggers believed that Siargao Island is an excellent travel destination due to its convenience, cost-effectiveness, and ability to satisfy tourists resulting in their desire to return. Moreover, the data demonstrated that vloggers make major contributions as they increase prospective visitors' awareness of the location and give essential information concerning 4As of marketing, thus benefiting the promotion of the destination. Finally, the study presented recommendations based on the findings that could encourage and promote the destination.
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