ANALYSIS THE EMOTIONAL FACTOR THAT EVOKE MOST SUCCESSFULL TOURISM VIRAL VIDEO ADS

• Main Author: Cuaca (19015106), Philip
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29936
• Institution: Institut Teknologi Bandung

The number of internet user in the last decades are rapidly increasing. In 2018, the number of <br /> <br /> internet user reach 143.26 million people. The vastly accessible of the internet allows <br /> <br /> informations spread faster and more effective than ever before. For business sector, this <br /> <br /> condition open up a new front to advertise their products, reaching a new level of international <br /> <br /> competition for their products. Among many information services in the Internet, Youtube is <br /> <br /> undoubtedly one the most widely recognized and used. However, with the ever increasing <br /> <br /> content and information uploaded every second to Youtube, only some of the content that posted <br /> <br /> on youtube gets desired attention and only a fraction can reach large audiences. After sorting the <br /> <br /> video based on the views, only 13 videos that exceed 1 million views and the rest of the video <br /> <br /> doesn’t exceed 1 million views. This research is aimed to identify the factors that makes these 13 <br /> <br /> videos more successful than other videos and the factors that affect the number of views in a <br /> <br /> video. <br /> <br /> This research used qualitative approach, using semi-structured interview in gathering the data of the <br /> <br /> respondents and using coding interpretation to analyze the interview. The results will show that most <br /> <br /> of frequent emotions evoked by the respondents’ responses come from positive emotions with 98,78%, <br /> <br /> and only a few statements indicate negative positive emotions which is not be the concern of the <br /> <br /> research with 1,21% percentage. Further, the most positive emotions appearing are Joy, Pleasure, Hope, <br /> <br /> Interest, Fascination, Wishful, Relaxation, and following with Admiration and Impressed emotion. A <br /> <br /> gap shows between the objective of making video shows most of pride emotion resulted a significant <br /> <br /> difference within the emotion evoked of total respondent’s responses. The findings will be useful for <br /> <br /> travel blogger in considering making more emotional travel video that fit the viewers’ emotions, and <br /> <br /> other marketing strategies of related parties such as travel agent and company to include travel bloggers <br /> <br /> as their part of marketing strategies in promotion destinations.