Mapping online viewers’ social and non-social emotions using the lens of watching UNESCO cultural heritage sites’ travel vlogs

Heritage YouTube vlogs serve as powerful emotional catalysts, shaping viewers' social and non-social emotions—key drivers of heritage tourism sustainability. This study analyzed 3,089 comments from 64 vlogs featuring UNESCO sites like Vigan and the Rice Terraces of the Philippine Cordilleras, revealing a 'protractor model' where emotions cluster around reminiscence, intrigue, and desire. The research employs Phronetic Iterative Data Analysis to map these emotional responses, offering both theoretical expansion for heritage studies and practical insights for leveraging social media in site promotion.

Mesana, J. C. B., de Guzman, A. B., Valencia, C. Q., & Basister, J. P. C. (2024). Mapping online viewers’ social and non-social emotions using the lens of watching UNESCO cultural heritage sites’ travel vlogs. Journal of Heritage Tourism, 19(5), 696–713. https://doi.org/10.1080/1743873x.2024.2327433