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YouTube’s Role in Destination Image Creation

100%
Jakopović H.
Journal of Education Culture and Society
|
2015
|
vol. 6
|
issue 1
217-226
EN
Contemporary promotion of tourist destinations represents a challenge and gives  rise to many questions in a regard to numerous ways of communicating and transferring information. With concern to modern communication practices in society and due to fast-paced lifestyle, individuals are looking for information online and are making decisions based on available Internet data.  Attracting tourists through traditional promotional techniques such as brochures, leaflets, printed guidebooks, fairs and festivals are unsufficient with a respect to the  rising number of online users. Promotion of tourism is based on destination image which is created through direct or mediated experience and projected on the minds of individuals. It is greatly dependent on available information mostly visual.  YouTube is a popular video sharing site that counts over one billion users. It gives open access to a  great number of videos and therefore could have  an important role in promoting tourist destinations. The website was firstly used for non-commercial purposes but today it is very attractive for advertisers. The author examines  phenomena of YouTube and its potential for destination image creation. The aim of this article is to give an insight on characteristics of promotional videos used for tourism and to explore how various national and local tourist boards can use them on YouTube. The author identifies  the public relations profession’s role in creation of promotional audio-visual material.
2
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Public relations ethics in information management

100%
Jakopović H.
Journal of Education Culture and Society
|
2013
|
vol. 4
|
issue 1
20-29
EN
Public relations is involved in all communication between an organization and the pu-blic. In the contemporary world, PR practitioners have become the facilitators of information. Information and communication technology (ICT) have imposed new rules in the fi eld of public relations. Communication strategy and information management have become crucial parts of modern public relations. People change their habits with regard to the consumption of traditional and new media. The challenges imposed by the development of information and communication technology are also related to understanding the new information so-ciety. For that reason information ethics deals with the ethical implications of dissemination, use, development and safety of information. Public relations follow new information and communication trends, and they need to build fi rm ethical principles for the age of informa-tion. The author examines the ethical implications of the framing concept in public relations.
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