Destination Construction in Vlog Videos as New Destination Image Designs of The Digital Age

Abstract

In this study, which examines the communication patterns and components of the destination image in the destination videos of vloggers and how it is constructed within the video narrative structure, the four most popular destination videos originating in Turkey are analyzed by the descriptive analysis method. In the study, image is a multidimensional phenomenon. It is an attitudinal construct consisting of the mental representation of an individual's knowledge (beliefs), emotions, and general impression of an object or destination. The study used cognitive components in the "Six A Model" belonging to Buhalis and affective components evaluated as attraction technique, theme, and interaction as analysis parameters. In the videos examined, it has been found that the destination image is built on affective components rather than cognitive components, and the most vital emotional component in the narratives is the tendency to experience extraordinary experiences based on the search for difference.