The Role of YouTube in Romanian Tourism: A Digital Marketing Analysis

This research project investigates the impact of YouTube on Romanian tourism promotion. It explores how the platform is used to attract visitors, enhance brand awareness, and drive tourism revenue. The study analyzes the content, engagement, and effectiveness of YouTube marketing strategies employed by Romanian tourism stakeholders. It also examines the role of user-generated content and influencer marketing in shaping tourist perceptions and travel decisions. The findings provide insights into the potential of YouTube as a powerful tool for promoting Romanian tourism destinations and experiences.

RESEARCH PROJECT

Table of Contents
TITLE OF THE RESEARCH..................................................................................................................2
INTRODUCTION................................................................................................................................3
TASK 1..............................................................................................................................................4
1.1- FORMULATE AND RECORD POSSIBLE RESEARCH PROJECT OUTLINE SPECIFICATIONS.......4
RESEARCH BACKGROUND........................................................................................................4
RESEARCH STATEMENT...........................................................................................................4
RESEARCH QUESTIONS............................................................................................................4
AIMS AND OBJECTIVES............................................................................................................4
1.2- IDENTIFY THE FACTORS THAT CONTRIBUTE TO THE PROCESS OF RESEARCH PROJECT
SELECTION....................................................................................................................................5
RATIONALE FOR THE RESEARCH..............................................................................................5
1.3- UNDERTAKE A CRITICAL REVIEW OF KEY REFERENCES........................................................6
LITERATURE REVIEW................................................................................................................6
1.4- PRODUCE A RESEARCH PROJECT SPECIFICATION................................................................8
RESEARCH METHODOLOGIES..................................................................................................8
QUESTIONNAIRE......................................................................................................................8
ETHICAL CONSIDERATION......................................................................................................10
1.5-PROVIDE AN APPROPRIATE PLAN AND PROCEDURES FOR THE AGREED RESEARCH
SPECIFICATION...........................................................................................................................11
ACTION PLAN.........................................................................................................................11
REFERENCES...................................................................................................................................13
1

TITLE OF THE RESEARCH
“To determine the role of YouTube in Romanian Tourism”
2

INTRODUCTION
In this research project, the significance of advanced technologies and the digital promotional
activities will be described in order to attract the customers and help in the enhancement of
profitability. In today’s world, the digital technology plays an imperative role that brings
transformation and also changes the way of working criteria. As the travel and tourism industry
in one of the major comprehensive sectors; so it is prior to making strategic plans towards
enhancing effectiveness as well as making the best use of technical terms for promoting the
activities. YouTube is the American video sharing website that allows the people to share their
views on this by the medium of videos and short clips. The overall research is about to
determine the major role of the YouTube website for the promotional activities of Romanian
Tourism.
3

TASK 1
1.1- FORMULATE AND RECORD POSSIBLE RESEARCH PROJECT OUTLINE
SPECIFICATIONS
RESEARCH BACKGROUND
In this globalized world, various changes have been taking place and the digital transformation
in the business services has been rapidly growing that put positive impacts on the organization.
Each and every sector needs striking promotional strategic criteria; in order to attract
customers and enhancing the profitability accordingly. Within the travel and tourism sector, it is
important to analyze the needs and purposes of the visitors and then provide them with such
services as per the trends (Walliman, 2017). Promotional tactics are helpful for encouraging the
customers that are done through different means. Apart from that, the proper use of digital
transformation such as e-ticketing, e-booking services and many other facilities also helps in
motivating the customers and get them attracted regarding this. Romanian tourism industry
offers the services and facilities to the person for getting world’s best natural and cultural
experiences that consists of several European countries.
RESEARCH STATEMENT
The major aim of this research project is to determine the role of YouTube website towards
effective promotional tactics for the Romanian Tourism. It is important to identify the major
influences of technical advancement and the provided facilities by it according to fulfilling the
desire of customers within the travel industry.
RESEARCH QUESTIONS
 What is the major role of YouTube for promotional activities?
 Evaluate the impact of digital transformation on Romanian Tourism?
 Analyze the overall data for promoting facilities and services of Romanian Tourism by
means of Video-clips on the YouTube website?
 How are people attracted to these advertisement services while using YouTube?
4

AIMS AND OBJECTIVES
The major aim or purpose of this overall research project is to evaluate the impact of digital
transformation on the business activities. It is conducted for evaluating the role of YouTube
website for Romanian Tourism in order to promote the services and facilities of it. Though, it is
well known that the technological advancement has put the positive impacts on the operational
terms of an organization and eases the services; so it is also important to evaluate the level of
customer satisfaction on the basis of these technical terms (Patten, 2016).
OBJECTIVES:
The objectives of this research project should be SMART in order to assess the role of digital
transformation on the business activities of travel and tourism industry. In order to achieve the
aims of the research project, some of the following objectives are described below that are
formulated for assessing the overall impacts of digital technology.
 To determine the role of YouTube in promoting the tourism industry.
 To assess the overall impacts of digital transformation on the activities of travel and
tourism sector?
 To analyze the information quality towards attracting the customers.
 To analyze the different needs and demands of the visitors.
 To make plans for attracting promotional activities.
1.2- IDENTIFY THE FACTORS THAT CONTRIBUTE TO THE PROCESS OF
RESEARCH PROJECT SELECTION
RATIONALE FOR THE RESEARCH
The major aim of this entire research project is to assess the influences of technology on the
business operations and activities of travel and tourism sector. As it is well known that the
digital transformation has brought the changes and helps in the enhancement of profitability
within the organization. It fastens the services and increases the level of customer satisfaction
accordingly. In this globalized world, various technical terms are to be considered for the
development and growth (Walliman, 2017). The promotional activities are the major part for
any organization that can help in attracting the customers and enhances the effectiveness
5

accordingly. As there are various kinds of people and all they have their own different purposes
and needs; by which they can make their plans for visiting such places. It is important for the
organization to analyze the different needs of the people and provide them with such required
services or facilities accordingly. The digital technology helps the people to book their desired
services that enhance the profitability of an organization accordingly. YouTube is the place
where people can share their views and also rate the other's views by commenting on videos
(Smith, 2015). It is the best platform to promote the services through different attractive
advertisement techniques. Video advertisement can be helpful to attract the customers
efficiently and helps the tourism industry to enhance profit rate with the effectiveness of the
services accordingly.
1.3- UNDERTAKE A CRITICAL REVIEW OF KEY REFERENCES
LITERATURE REVIEW
According to Krajnović, et al. (2016), digital technologies transform the business world and
bring revolution to the functional areas of business activities. The proper use of modern
technologies enhances effectiveness and put the positive impacts on business operations
accordingly. There are various factors that are to be considered for the development of an
organization. Within the travel and tourism sector, the digital technology usage has been
revolutionized the entire working operations as well as impacted positively accordingly. It
fastens the services and provides better experiences to the customers. Koeck and Warnaby,
(2015), depicted the significance of promotional activities that the travel industries have been
utilized in order to attract visitors and enhance their profitability as well. Among all the social
websites and the usage of internet, YouTube is the best platform that allows the people to
share their views and opinions.
According to Reino and Hay, (2016), YouTube plays an imperative role in marketing the services
and facilities of the tourism industry. Within the Romanian tourism industry, this tool
framework reaches in the global wide area and covers the longer range; where people can see
the advertisements from anywhere at any time. It helps in making the advertisement effective
and attractive that will be helpful for enhancing the profitability as well. Ramanathan, et al.
6

(2017), stated the role of marketing and significance of customer satisfaction. As marketing is
the framework that helps in attracting new customers as well as enhances the profit rate of an
organization. Technology fastens the services; by which people can easily book their services
from anywhere at any time that saves their precious time as well as satisfies their needs
accordingly.
According to Andrews and Shimp, (2017), promotion is the vital aspect of any organization that
enhances brand value as well as customer loyalty. Travel and tourism is the wide sector and the
promotional activities of this sector enhance the visitor attraction and profitability rate. Social
media is the platform where the people are more active nowadays, so it is the place where an
organization can better advertise their facilities and services in order to attract the people.
YouTube makes the promotional activities more effective and attractive that will be helpful for
the people as well as the organization.
7

1.4- PRODUCE A RESEARCH PROJECT SPECIFICATION
RESEARCH METHODOLOGIES
In order to collect the data, two types of major research methods have been utilized by the
researchers such as primary method and the second method. The primary method of research
includes the survey, questionnaire, interviews, observation and other tactics (Smith, 2015). It is
the method where they can gather the data by observing people and identifying their
perception regarding the topic. On the other hand, the secondary method includes the way of
gathering data from the research of other authors or researchers. The relevant data has been
collected through the different journals, books, articles and other research papers.
These research methodologies help the organization to provide an exact way of resolving the
research problems. With the proper analysis and collection of relevant data, specific results can
be acquired (Serrador and Pinto, 2015). This entire research project is totally based on the
descriptive designing criterion that initially sets the standards and aims or objectives. The
primary research method utilized the technique of qualitative or quantitative approach.
Qualitative and Quantitative approach-
The quantitative research methodology helps in gathering the numerical values on the
perception of people. The overall customer dependency on these internet websites and the
usage of YouTube website per hour can be also calculated by this method on a statistical basis.
The sample size is comparatively small in these kinds of research techniques; it is about 100
people; who have been given questionnaire form; so that they can answer this and helps in
analyzing the perception accordingly (Smith, 2015). On the other hand, qualitative research
method is used for collecting the views of people on the non-numeric basis. It is collected
through the observation, survey and analysis.
QUESTIONNAIRE
The questionnaire form is given to the 100 people in order to collect data and relevant
information regarding usage of digital media platform. The sample of questionnaire form is
described below-
8

1. What is your age?
 Between 18-25
 Above 30
 Between 30-50
2. How mostly do you prefer to travel?
 In every 3 months
 3-6 months
 Once a year
3. Is the internet websites successfully attracted you regarding travel?
 Yes
 No
 Maybe
4. Do you use YouTube?
 Yes
 No
5. Are you satisfied with the services and facilities provided by the Romanian tourism?
 Satisfied
 Very satisfied
 Not sure
6. Is the usage of digital technology enhance your travel experience?
 Yes
 No
7. Do you use YouTube?
Yes
No
8. How often do you use social media and other social websites?
3-4 times in a day
In every 2 days
Once a week
9

9. According to you, digital technology enhances the experiences of people and increases
the level of services?
Yes
No
10. Give your suggestion for the further development and growth of the organization?
ETHICAL CONSIDERATION
Ethical considerations in the research projects are critical that defines norms or standards while
conducting a research project. It helps in assessing the right or wrong accumulation that
distinguishes acceptable or unacceptable behaviour. It majorly refers to the corrected rules or
strategies that are essential for protecting the rights and research participants from any
unethical behaviour and harm (Roberts, 2015). There are some of the principles that are
considered in the ethical norms such as truthfulness and confidentiality, beneficence,
autonomy and informed consent, justice, and the non-maleficence. These are the basic values
or a norm that protects the people from harm.
10

1.5-PROVIDE AN APPROPRIATE PLAN AND PROCEDURES FOR THE AGREED
RESEARCH SPECIFICATION
ACTION PLAN
It is the most effective tool or framework in order to estimate a proper time required for the
entire research project. The time evaluation can be estimated with the help of Gantt chart that
is developed by the Henry Gantt. It is the most successful tool, which helps in providing
appropriate information of the overall data and required timeframe (Slack, 2015). It will require
approximately 10 months to completing the project towards gaining knowledge and perception
of the people regarding digital technology in the travel and tourism industry. It will be helpful
for identifying the perception of people regarding usage of internet services and their
experiences.
ACTIVITIES 1-2
MONTHS
3-4
MONTHS
5-6
MONTHS
7-8
MONTHS
9-10
MONTHS
Planning and
scheduling
Availability of
resources
Collection of data
and information
Documenting the
existing system
Designing of
system
Implementation
of planning
Evaluation and
11

analysis
12

REFERENCES
1. Krajnović, A., Sikirić, D. and Bosna, J., 2016. Digital marketing and behavioural economics.
CroDiM, p.33.
2. Koeck, R. and Warnaby, G., 2015. Digital Chorographies: conceptualising experiential
representation and marketing of urban/architectural geographies. arq: Architectural
Research Quarterly, 19(2), pp.183-192.
3. Reino, D. and Hay, B., 2016. The use of YouTube as a tourism marketing tool.
4. Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail
network operations and marketing to enhance customer satisfaction. International
Journal of Operations & Production Management, 37(1), pp.105-123.
5. Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
6. Walliman, N., 2017. Research methods: The basics. Routledge.
7. Patten, M.L., 2016. Proposing empirical research: A guide to the fundamentals.
Routledge.
8. Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods.
Sage.
9. Serrador, P. and Pinto, J.K., 2015. Does Agile work?—A quantitative analysis of agile
project success. International Journal of Project Management, 33(5), pp.1040-1051.
10. Slack, N., 2015. Gantt Chart. Wiley Encyclopedia of Management, pp.1-1.
11. Roberts, L.D., 2015. Ethical issues in conducting qualitative research in online
communities. Qualitative Research in Psychology, 12(3), pp.314-325.
13