The Impact of YouTube in Tourism Destinations: A Methodological Proposal to Qualitatively Measure Image Positioning—Case: Saudi Arabia

The purpose of this research is, through a methodological proposal, to determine the representation image destination generated by travel youtubers gastronomic segment. This is case Saudi Arabia and its image. To identify Arabia, theories social representation, agenda setting, framing will be used analyze videos two important their effects on audiences. Overall, study supports idea that new communication channels can verify effectiveness, adapting methodologies in traditional media as well taking advantage processing software for qualitative quantitative data such Atlasti. proposed contribute development field, insights gained application influence tourism marketing planning organizations. results show several positioning attributes detected public frame amazing, hospitality, delicious, culture were found fresh, camel, liver, lamb, ghee, spices, rice, etc.