The Analysis of Viewer Comments on Tourism YouTube Channels: A Case Study of Popular Channels

Authors

  • Sutthikan Watthanaphokhayakit School of Sinology, Mae Fah Luang University, Chiang rai 57100
  • Sirinan Phuenthong School of Sinology, Mae Fah Luang University, Chiang rai 57100

Keywords:

Viewer comments, Viewer behavior, YouTuber, Travel channel

Abstract

This study aims to analyze the viewer's perceptions of YouTube channels related to travel and to examine the viewing behaviors of contemporary viewers in relation to such content, using two popular channels, Cullen HateBerry and BACKPAEGER, as case studies. These channels present travel, tourism, and cultural content in distinctly different ways. The research focuses on analyzing viewer comments from the top ten most-viewed videos on each channel, selecting only the fifty most liked comments to reflect the prevailing viewer opinions. It further examines the factors influencing the popularity of travel YouTube channels from the perspective of online media consumers.

The research employs a qualitative methodology, collecting a total of 1,000 viewer comments, which are categorized into 10 main types, such as opinions on the YouTuber's persona, content presentation, the beauty of travel destinations, and viewers' personal experiences with the content, then using content analysis method. The analysis reveals that the Cullen Hate Berry channel received predominantly positive comments regarding the YouTuber's personality, storytelling ability, and emotional expression, followed by comments encouraging the team and expressing enjoyment from watching. In contrast, the BACKPAEGER channel received the most comments focused on information about travel destinations and culture, followed by praise for the YouTuber and continued interest in new content. The findings indicate that the viewing behaviors of both channels places significant value on the content creator as an influential figure in travel, impacting the viewers' attitudes and behaviors, such as decisions regarding travel destinations featured in the videos. However, the nature of the comments differed according to each channel's distinctive characteristics. The Cullen HateBerry channel emphasized the YouTuber's charm and unique abilities, while the BACKPAEGER channel attracted attention for its informative and insightful content on travel destinations. Therefore, this study provides valuable insights that can be applied to the development of online media strategies, aligning content production with the interests and expectations of target viewers more effectively.

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Published

2025-09-19

How to Cite

Watthanaphokhayakit, S., & Phuenthong, S. (2025). The Analysis of Viewer Comments on Tourism YouTube Channels: A Case Study of Popular Channels. Trends of Humanities and Social Sciences Research, 13(2), 211–223. retrieved from https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/291219

Issue

Vol. 13 No. 2 (2025): July - December 2025

Section

Research Article

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