Topics and destinations in comments on YouTube tourism videos during the Covid-19 pandemic

Abstract

This study examines the comments posted on tourism-related YouTube videos during the Covid-19 pandemic to establish sustainable development strategies in destinations. Its objectives were: (i) to identify the topics of discussion, (ii) to establish the perceptions of tourism in a pandemic crisis, and (iii) to identify the destinations mentioned. The data was collected between January and May 2020. 39,225 comments were extracted in different languages and globally through the YouTube API. The data processing was carried out using the word association technique. The results show that the most discussed topics were: “people,” “country,” “tourist,” “place,” “tourism,” “see,” “visit,” “travel,” “covid-19,” “life,” and “live,” which are the focus of the comments made on the perceptions found and represent the attraction factors shown by the videos and the emotions perceived in the comments. The findings show that users’ perceptions are related to risks since the “Covid-19” pandemic is associated with the impact on tourism, people, destinations, and affected countries. The destinations in the comments were: India, Nepal, China, Kerala, France, Thailand, and Europe. The research has theoretical implications concerning tourists’ perceptions of destinations since new perceptions associated with destinations during the pandemic are shown. Such concerns involve tourist safety and work at the destinations. This research has practical implications since, during the pandemic, companies can develop prevention plans. Also, governments could implement sustainable development plans that contain measures so that tourists can make their trips during a pandemic.