A study of twenty travel videos reveals that creators employ diverse framing devices, such as discovery-based narratives and practical itinerary planning, to represent urban tourism in Kuala Lumpur and Singapore.
A recent study published by MDPI examines how digital travel content shapes place branding by analyzing a corpus of videos ranging from individual creator accounts to professionally produced commercial travel guides.
The analysis highlights the professionalization of travel media, identifying various production styles within the sample. While the content includes independent creators, it also features commercial material, such as Expedia travel guides for both cities. The study notes that some videos carry explicit disclosures, including YouTube’s “Includes paid promotion” label.
Specifically, one Singapore-focused video by The Endless Adventure was identified as sponsored by the Singapore Tourism Board, while another featured a partnership with a travel-accessories brand. Many creators across both destination samples used affiliate links to drive traffic to hotel and tour-booking platforms.
While both cities are portrayed through a mix of cultural and contemporary urban features, the framing varies based on the geographic scope of the content. Kuala Lumpur is often represented as a city-region, frequently incorporating excursions to locations like the Batu Caves, Putrajaya, and Genting Highlands. In contrast, Singapore is consistently framed as a city-state.
- Kuala Lumpur: Representations frequently highlight social and commercial spaces, such as Bukit Bintang and Central Market, alongside landmarks like the Petronas Twin Towers and cultural sites like Merdeka Square.
- Singapore: Content frequently emphasizes iconic architecture, such as Marina Bay Sands and Gardens by the Bay, alongside cultural districts like Little India and Kampong Glam.
The study identified distinct differences in how travel creators prioritize urban infrastructure. Transportation was a theme in the Singapore sample, appearing in nine videos compared to only two for Kuala Lumpur.
Creators often integrate practical guidance into their narratives, with some Singapore videos providing detailed information on using the city’s MRT system. Museums and green environments were more widespread in the Singapore-based content, whereas Kuala Lumpur's representation focused on the contrast between modern shopping complexes and historical heritage sites.
