A comparative analysis of online video marketing strategies by tourism companies: Insights from Booking.com, Costa Cruises, TUI, and Education First

Details

Supervisors

De Cock, Sylvie

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enNowadays, the video medium is becoming more and more important in our content consumption habits. In addition, the grower popularity of certain platforms such as Tik Tok and the increasing presence of brands on digital communication channels raises the question of the significance of such a medium within the marketing methods of companies. Due to the immersive and experiential nature of the services it offers, the tourism industry appears to be a key sector for analyzing the practices of tourism companies regarding video. The objective of this dissertation is to examine the online uses of the video medium by tourism companies by observing the possible variations in use depending on the platform, the product sold, the target audience and the target market. To this end, this dissertation analyses the social media and websites of four European companies with a major role in their market segment: Booking.com, Education First, TUI and Costa Cruises. The main trend that emerges from this analysis is that the companies studied all use video as part of an experiential marketing strategy to generate expectations and immerse consumers in a potential future trip. The analysis also reveals that the different factors mentioned above seem to influence the content and the number of videos offered on the different communication channels of the four companies.