Tourist Destination Image Projected by YouTube Travel Videos: The Case of Seoul, Republic of Korea

ABSTRACT YouTube has become a key platform for sharing travel experiences and shaping destination image through user‐generated content. This study employs directed content analysis and sentiment analysis of videos from 25 travel vloggers to explore Seoul's projected image. While vloggers highlight major attractions, greater emphasis is placed on immersive experiences in vibrant districts known for shopping, dining, and nightlife, which elicit stronger emotional responses than iconic landmarks alone. Contrary to prevailing assumptions in the literature, Korean pop culture appears to play a less central role in constructing Seoul's destination image. The study demonstrates the unique value of vlog analysis in capturing both explicit and tacit dimensions of tourist experiences, particularly affective attributes. Moreover, this paper contributes to the emerging methodological conversation by illustrating how video analysis can reveal nuanced insights inaccessible through static media. It also examines the influence of external factors, such as sponsorships and endorsements, on vloggers' content choices.