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Travelling on youtube: Quantitative and qualitative analysis of interactive audiovisual content in the travels & events category

Abstract:

This work integrates a content analysis of videos categorized as travels & events on YouTube by users to determine the qualitative characteristics of the most popular videos and the amount and types of interactions they experienced. For this, the interactive audiovisual content related to the tourism sector of a sample of the 10 most viewed videos in this category was analyzed, following an analysis model based on quantitative YouTube data and qualitative variables of the technical, narrative and cultural characteristics of the videos. The quantitative results showed that the videos in this category added a total amount of 532,073,739 interactions, 1,444,464 to likes, 319,935 to dislikes, 188,303 to comments and its average duration was 20 minutes and 42 seconds. Regarding the qualities of the videos, the results exposed that most of them showed culinary activities in the tourism sector, such as buying and cooking food in street markets in cities of the Asian continent. Thus, it was concluded that the most viewed and interacted videos showed vlogs of YouTubers eating in Asia.