A content analysis of Asian countries’ tourism video advertisements: a luxury travel perspective

Abstract

PurposeThis study aims to examine the elements of luxury travel found in YouTube video advertisements uploaded by various National Tourism Offices from 19 selected Asian countries at the onset of Covid-19 pandemic.Design/methodology/approachThe researchers used content analysis to systematically analyze the themes among the Asian tourism video advertisements through the lens of the hierarchy of luxury travel needs.FindingsThailand and the Philippines showcase the most elements of luxury travel needs (LTNs), featuring five out of the seven components. In fact, Thailand has the highest aggregate featured LTN elements among all countries, with 164 coded references across five components. Exclusivity is the most featured element of the LTN by all Asian countries, except for South Korea and Bhutan whose focus is on authentic experience. Interestingly, product quality standards were not seen in any videos.Practical implicationsTourism industry decision-makers can use this study in evaluating their promotional plans, developing promotional strategies, crafting future video advertisements and exploring future research in the field of social media, videos and luxury.Originality/valueThe study provides insights and understanding of the current priorities of tourism advertisements. This study’s use of the hierarchy of LTNs provides a novel contribution within the studies in luxury travel, post-pandemic travel and tourism advertisement.