Examining advertising strategies in the online travel industry using qualitative video analysis: An NVivo 15 example

This study aims to analyze online travel brands' YouTube advertisement content using NVivo 15 and identify the themes that shape consumer perception. The advertisements are categorized into five main themes: Factors Enriching the Travel Experience, Service and Reservation Convenience, Price and Payment Advantages, Locations and Destinations, and Promotion and Campaign-Oriented Travel Options. The study compares the advertising strategies of Ets Tur, Jolly Tur, Pronto Tur, Tatil Budur, and Tatil Sepeti, examining the messages they convey to consumers in detail. The findings reveal that brands focus on both emotional engagement and financial incentives to attract consumers. Additionally, service convenience, diverse destination options, and promotional offers play a significant role in advertising strategies. This study can help online travel brands optimize their future advertising strategies. Academically, it is recommended to compare advertising strategies across different digital platforms, analyze the impact of visual and auditory elements in YouTube content, measure their influence on consumer behavior through experimental methods, and examine how cultural factors shape advertisement perception.