Is YouTube Advertising Effective: Context of Travel Industry?

Abstract

The tourism industry was identified as one of the industries with the highest expenditures on online advertising and experienced major changes through the rise of social media. The purpose of this study is to evaluate the effectiveness of YouTube advertising in the context of the tourism. 15 face-to-face interviews were conducted to collect primary data. These research findings suggest to use YouTube advertising when the objective is to create brand awareness or remind customers of a product. YouTube advertising is less suitable for advertising objectives focusing on persuading tourism customers to purchase.