Research Project: YouTube's Effectiveness in Promoting Greek Tourism

This research project examines the effectiveness of YouTube in promoting Greek tourism. The introduction outlines the research aim to evaluate YouTube's impact on Greek tourism, supported by objectives such as identifying the best social media sites, classifying Greek tourism videos, and analyzing their effectiveness. The project includes a literature review exploring social media's role in tourism, the classification of Greek tourism videos, and the impact of YouTube. The methodology involves both primary and secondary data collection. The research delves into how YouTube influences tourism, presenting Greece as a destination, with the aim of analyzing the effectiveness of the platform for tourism promotion. The findings are presented through analysis of the chosen research method, with conclusions and recommendations for future research.

Research Project

Table of Contents
TITLE: The effectiveness of YouTube for promoting Greek Tourism..........................................1
INTRODUCTION...........................................................................................................................1
1.1 Formulate and record possible research project outline specifications............................1
1.2 The potential factors that contribute to the process of research project selection............2
1.3 A critical review of key references...................................................................................2
1.4 A research project specification.......................................................................................5
1.5 An appropriate plan and procedures for the agreed research specification......................5
TASK 2............................................................................................................................................6
2.1 Match resources efficiently to the research question or hypothesis.................................6
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................7
2.3 Record and collate relevant data where appropriate.........................................................8
TASK 3..........................................................................................................................................11
3.1 Use of appropriate research evaluation technique for study..........................................11
3.2 Analysis and interpret results for determining original specifications...........................12
3.3 Make recommendation and further area for consideration.............................................29
TAKS 4..........................................................................................................................................30
Covered in poster..................................................................................................................30
REFERENCES..............................................................................................................................31
Appendix........................................................................................................................................33

TITLE: The effectiveness of YouTube for promoting Greek Tourism
INTRODUCTION
Social Media is seen as the modern day marketing tool which is being used by business
organization in promoting their products and services among customers in effective manner.
Social Media contains numerous medium through which companies often interacts with
customers and also influences them to make purchase from the same company. Social Media
platform is basically used by every sector in order enhance their business growth in effective
manner (Buhalis and Mamalakis, 2015). With reference to Tourism sector, it has been analyzed
that social media promotes tourism destinations which directly attracts numerous of people
towards it so that they can experience their favorite destination. The present study is based on
effectiveness of You Tube for promoting Greek Tourism. Greece is seen as the major
destination for Tourist which covers numerous of heritage sites, historical places, islands,
beaches and long coastline. Greece has attracted around 33 millions of visitors in the year of
2018 and constantly working on increasing its numbers with the help of social media channels.
In this regard, investigator has conducted an effective research in order to conduct an effective
research so that effectiveness of You Tube can be analyzed effectively which contributes in
promotion of Greek tourism.
1.1 Formulate and record possible research project outline specifications
The research will address specific issues for the current study. All of the activities of this
investigation completely relies upon the specified aim and objectives of the research. These aims
and objective guides whole research team in completing work according to the requirements. It
will discuss about Greek Tourism and how this zone of tourism is improved with the help of You
Tube effectively. The main topic chosen for current investigation is The effectiveness of
YouTube for promoting Greek Tourism. The present investigation clearly describes about
influences You Tube over Greek Tourism. In this regard, effective aim and objective for the
current topic is described as below in detailed manner.
Research Aim
The research aim for the current study is “To evaluate the effectiveness of YouTube for
the promotion of Greek Tourism.”
Research Objectives
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 Identifying the best social media site for the promotion of tourism.
 Identifying and listing the classification of Greek tourism YouTube video.
 Analysing the best Greek YouTube video for tourism
 Evaluating the effectiveness of YouTube for Greek tourism
 Identifying the influence of YouTube for Greek tourism
Research Question
“What is the effectiveness of YouTube for promoting Greek tourism through their
social media platform?”
1.2 The potential factors that contribute to the process of research project selection
The current investigation will be completed in systematic manner which includes number
of areas that seen as the core part of the research. The core areas of current study are described
below:
Introduction: It is the introductory area of research which provides basic idea about
research topic, formulated aim, and objective and research questions.
Literature Review: This section deeply describes about objectives from the perception of
different authors. The information for this section is taken from books, journals and online
articles.
Research Methodology: It includes different methodology which are going to be used in
current study for making it more reliable.
Data Analysis: In this section, investigator analysis information gathered from the
respondents in order to attain true outcome of the study.
Conclusion and Recommendation: It is the last section of this whole research in which
effective conclusion is made for the research aim and objective. The section also provides
recommendation for improvement which is going to made for research problem.
1.3 A critical review of key references
Identifying best social media site for the promotion of tourism
As per the thought of Rouse, M., (2019), social media is a tool of online communication
that helps in interaction with people, content sharing and it helps in caring out the business in
collaborative and coordinative manner. Now, a days social media is playing an important role for
all the organization, as it helps in promotion and branding of products and services provided by
the business. For the promotion and advertising there are so many platform available such as
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Instagram, YouTube, Facebook, twitter, Tik-Tok, Google+, Reddit, Tumblr, Pinterest, LinkedIn
Snap Chat and many more.
Social media and tourism marketing work to gather to match digital heaven and their
goals. Company uses You tube platform for promotion of their brand and services they are
providing to the people (Galovski, 2017). As YouTube is considered as largest and well known
search engine all over the world because it helps in interacting with the audience and establish a
community. YouTube is a site where user upload, share, and watch videos and it has over a
billion videos viewed every day. YouTube helps the organization to share the content with the
relevant blogs, sites as well as communities. For advertisement, YouTube creates promotional
videos as use the fan finder. Also company pay for the promotion on YouTube using AdWords
for videos and many more.
For tourist focused business video play an important part in communicating to the
audience, and sharing their experiences. It work with the creators and cross promote content
between the channels. Before their organizing the trip people look for the videos to get more
knowledge and information of out that place. It is understandable that YouTube is useful as
promotional and communication tool for the organization.
Identifying the best social media site for the promotion of tourism.
As per vision of Petropoulos, (2011) There are certain social media sites through which
promotion of tourism can be promoted. Blogs,twitters, Facebook, Instagram and so on. Some of
the sites helps the marketers to advertise the products in a attractive way. For the best site
promotion for tourism is YouTube, through which tourism can be promoted. Infrastructure
design which helps is the key element of tourism, YouTube is best channel of promoting
different tourisms views and hotel designs. In the tourism industry the past clients experiences
are been captured and shown in You tube to attract new clients. You Tube is best channel
through which tourism advertisement explored to many country. Digital media is explored all
over the world, all countries are promoting social media sites to globalism the product and
services.
Identifying and listing the classification of Greek tourism YouTube video
According to the point of view of Sarantopoulos, (2014) The Greece tourism is run by
Greek national tourism, is promoting tourism campaigns and also conducting conferences so the
tourism can be promoted and revenues can be generated. The Greek tourism classified into
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different way like the mainly focus on the atmosphere are which are beautiful and attractive for
the tourism. Beach, islands,palm forest, theses are some of the main sites which attract the
clients. Through YouTube channel advertisement Greece palaces and cities are captured.
Photographs and videos are been uploaded to make the clients more attractive and impressive
about the place also can visit the beautiful palaces. Tube is the best channel of social media
through which new places of Greece is explored by the clients. Due to change in technologies the
marketers are using different channels which help the promoters to adopt the changes. Greek
government supported to establish the hotels and conferences facility to the tourist.
Analyzing the best Greek YouTube video for tourism
As per the video based on “Visit Greece, A 365 Day Destination”, it has been analyzed
that this is an excellent tourism location which attracts a number of tourists on a daily basis
which helps in inflating the revenues of country. This nation as portrayed within the video is an
integration of bustling cities, tiny traditional village, pleasant natural aura, place rich of cultures
and traditions, mesmerizing islands, several types of culinary dishes and archaeological locations
for visiting. All of this helps Greece to present itself as a strategic location for the purpose of
tourism (Goyal and Sharma, 2013). The video depicts the beautiful nature of Greece along with
the places that can be visited by tourists with a view to gain knowledge of the heritage of this
nation. As per the portrayal of video, it can be seen that Greece has diverse set of offerings, new
for every season in particular. Thus, the hidden treasures and unexplored locations of the nation
are presented in the video.
Evaluating the effectiveness of YouTube for Greek tourism
As per the view presented by Kaaya, (2014). Tourism industry is rapidly changing
because needs and demand of the customer are increasing day by day. Through (UCG) visual
user generated content video sharing site such as YouTube is playing important role in Greek
tourism. Through YouTube the customer can get the real sense of Greek by viewing videos that
other tourist have uploaded and traveler can see the actual videos of popular places in Greek and
near by places. The tourism industry have find the way to provide current visual images to there
customers on YouTube to attract them. No doubt the YouTube have change the way of the
tourism and the product presented to their customers (Kapiki and Tarikulov, 2014). YouTube is
localized around in 61 countries and also available in many languages and travelers watch many
videos before booking a ticket.
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1.4 A research project specification
The elaboration of research is relies upon effectiveness of You Tube for Greek Tourism. It
has been seen that Greece is one of the popular location which is been noticed by past years.
Visitors do accept and appreciate beauty of the place. Project specification basically provides
outline to researcher so that they can implement all activities of research effectively without
missing any single step (Kapiki, Fu and Mou, 2015). Qualitative research method has been
adopted by researcher for attaining valuable outcome based on human perception. In addition to
this, descriptive research design is best feasible according to the selection of qualitative method.
Along with this, both the primary as well as secondary data collection methods has been used by
investigation for collecting accurate information on research topic within the provided time limit.
1.5 An appropriate plan and procedures for the agreed research specification
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TASK 2
2.1 Match resources efficiently to the research question or hypothesis.
Research design is considered as an effective framework which works as a blueprint for
overall research. In this report, descriptive research design has been followed by the investigator
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as they thinks that it is best suitable for the current study (Kavoura and Stavrianeas, 2015).
Qualitative research method has been adopted by researcher for attaining valuable outcome
based on human perception. Along with this, both the secondary as well as primary methods has
been used by investigator in order to complete this effectively research on the basis of research
question effectively.
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures.
Primary sources - The data collection sources is important part of research, when the
researcher do survey directly and collect data from respondents for first time and then is it called
to be primary sources of information. The methods and tools which are used in this methods are
interviews, questionnaires, experiments and so on.
 Questionnaire : It is a set of question pattern which used for understanding the
perception of the target respondents of the research. There certain merits and demerits of
questionnaire, it is easy to asses the large group quickly. Even help to analyse correctly
through different tools (Li and Wang, 2011). The demerits are required attractive
communication skill while communicating with respondents. Not very easy to asses deep
information.
 Interviews : The process through which information is collected. It is a two way
communication. Interview helps to understand the individuals feels about the topic.
Advantages are respondents own words are recorded and easy to obtain depth
information about personal feelings and perceptions .
Secondary sources - Research which is done already by past researcher. The data which
are collected through various sources. Journals, books, internet and analysing the past records of
researchers. It saves time and is less expensive. Helps to improve depth knowledge about the
research.
 Books : A set of pages which are collected together by different writers. Disadvantages
are books have limited information and limited additions of publisher. Advantages are it
is a invaluable research tool.
 Journals : Information and data which are recorded by experts in research through print
paper form. It is short summary of information which is gathered through different
journalists. Journals helps to collect the articles of varieties of expertises which help the
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researcher in academic. Journals are not the best sources to collect data for the current
topics.
 Internet : Pool of information which can be collected through web. Internet is a
powerful engine. Disadvantages is many post are not authorised, sometimes fake
information is also available
2.3 Record and collate relevant data where appropriate.
This section of investigation covers information on the research topic from chosen sample
size. It explores information deeply for attaining research outcome in effective manner. In this
regard investigator has formulated 20 questions for grabbing perception of respondents on the
same.
Questionnaire
Q 1) Are you aware with the concept of social media. Frequency
a) Yes 15
b) No 5
Q 2) What are the common social media sites that are used for
promotion of tourism?
Frequency
a) Facebook 4
b) Instagram 4
c) You Tube 12
Q 3) In what manner social media influence the tourism industry? Frequency
a) Promoting tourism activities 5
b) Provide more information 5
c) Attract more customers 10
Q 4) Does You Tube videos about Greek tourism support customers in
comparing and forming decisions for visiting the place.
Frequency
a) Yes 16
b) No 4
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Q 5) In what manner Greek tourism is promoted using social media
sites?
Frequency
a) Positive 16
b) Negative 4
Q 6) Does You tube Videos support in attracting customers towards
Greek Tourism?
Frequency
a) Agree 14
b) Disagree 6
Q 7) Does You Tube promotions help Greek Tourism in increasing
global recognition?
Frequency
a) Agree 15
b) Disagree 5
Q 8) What are the major impact that You Tube Video have over Greek
Tourism
Frequency
a) Increase number of visitors 10
b) Widespread awareness of heritage sites 7
c) Development of tourism industry 3
Q 9) According to your thoughts, which one of the below stated is best
Greek YouTube video for tourism?
Frequency
a) Greece Tourism & Vacation 2016(HD) 4
b) Visit Greece, A 365 Day Destination 5
c) Top 10 places to visit in Greece 11
Q 10) As per your perception, which one of the below described places
attracts visitors towards Greek Tourism at highest level?
Frequency
a) Greek Islands 12
b) Athens 4
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c) Peloponnese 4
Q 11) According to your vision, does adoption of You Tube only
attracts international tourist towards Greece tourism?
Frequency
a) Agree 13
b) Disagree 7
Q 12) Does social media tools helps in promoting Tourism industry? Frequency
A Yes 19
b) No 1
Q 13) What are the major benefits of using social media for promotion
of Greek Tourism?
Frequency
a) Attracts international customers 18
b) Aware customers about best places Greece 2
Q 14) As per your thought, does YouTube covers all customers for
sharing information of their clients?
Frequency
a) Agree 17
b) Disagree 3
Q 15) According to your opinion, does usage of social media tool is
cost effective for businesses?
Frequency
a) Agree 16
b) Disagree 4
Q 16) Does social media tool helps in creating awareness among
public?
Frequency
a) Agree 15
b) Disagree 5
Q18) What are negative impact of You Tube over visitors of Greece? Frequency
10