EXPLORING TOURISM PROMOTION IN OTT ERA THROUGH CASE-LETS

Over-the-top (OTT) platforms have become a significant component of audiovisual content consumption, circumventing traditional television and film industries on a global scale. Audiences increasingly view web series and movies on mobile devices rather than in conventional television or cinema settings. Destinations are often encountered virtually before being experienced in person. As a result, OTT streaming platforms have broadened the scope of tourism by enabling global access to diverse media content. This paper investigates the strategies employed by global tourism development agencies to market destinations through web series and movies featured on OTT streaming platforms.OTT platforms play a substantial role in destination marketing by enhancing audience awareness, shaping travel aspirations, and indirectly influencing tourist arrivals through the popularity of web series and films set in specific locations. Employing a qualitative multiple mini case study methodology, this study analyzes how the portrayal of destinations in OTT content supports tourism promotion. Several prominent destinations featured in web series and films were selected for analysis. Data sources included tourism destination websites, tourism development agency campaigns, references within OTT content, and media articles. The study identifies key characteristics of destination images and examines how tourism agencies leverage these portrayals in their promotional strategies.