Place Branding and Public Diplomacy

, Volume 15, Issue 4, pp 244–256 | Cite as

How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines

  • Rachel Luna PeraltaEmail author
Original Article


This paper critically examines the potential and use of video blogs or vlogs shared on Facebook for creating a destination image. In particular, it makes an in-depth analysis of the travel vlogs about the Philippines created by popular non-Filipino travel vloggers—Lost LeBlanc, BecomingFilipino, Nas Daily, and Drew Binsky. The data were gathered through a qualitative content and narrative analysis of the user-generated videos posted on the travel vloggers’ Facebook accounts. Content and visual analysis of the videos as well as viewer responses support the argument that travel vloggers and their respective vlogs play a key role in creating an online destination image of a place. Stories and images in vlogs vividly create destination images necessary and fundamental for place marketing. Travel vlogs are representations of destination experiences, from which public and private tourism agencies can use in their promotional/marketing agenda.


Vlogging Travel vlogs Destination image Philippines Narrative analysis 



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Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.Institute for Tourism StudiesMacaoChina

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