This research aims to understand the unique aspects of social media that should be considered by a destination marketing organization (DMO) to create advertisements that attract the interests of tourists on YouTube. It examines the effectiveness of two YouTube-specific practices—native advertising and comment management. Two studies with a multi-method approach examined the effects of such practices on tourists’ perceptions regarding DMOs’ YouTube advertisements and destinations. The results showed that tourists positively perceived the advertisements and the destinations when DMOs’ YouTube advertisements were recognized as non-advertising content, and when native advertising was emphasized in the comment section of the YouTube advertisements. By delving into the necessary adaptations within the current video marketing communication framework for social media platforms, this study contributes to the field of destination advertising. Moreover, it provides practical insights into effective video advertising strategies for social media platforms that DMOs can implement.
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