MANAGEMENT OF VIDEO ADVERTISING ACROSS DIGITAL PLATFORMS AND ITS ROLE IN IMPROVING THE TOURISM IMAGE OF IRAQ

Abstract

This research aims to analyze the management of video tourism advertising through digital platforms, especially YouTube, and its role in improving Iraq's tourism image. The study starts from the problem of the existence of a rich cultural and tourism heritage in Iraq, which is countered by an unclear mental image among some international audiences as a result of previous political and media circumstances, which makes digital tourism advertising an important tool in representing Iraq as a tourist. The study adopted the content analysis approach for an intentional sample of (40) video tourism advertisements published on the YouTube platform during the period (2022-2025), with the aim of revealing the nature of tourism content, values and visual patterns used in these advertisements and the extent to which they contribute to building a positive tourism image. The results showed a clear reliance on high-quality imagery, aerial photography, and a focus on archaeological and cultural tourism, and the values of history and hospitality in advertising discourse. The results also showed that video tourism advertisements through digital platforms represent an effective tool in improving Iraq's tourism image, but enhancing their effectiveness requires diversifying promotional content and focusing more on highlighting the values of beauty and safety to attract international audiences.