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Journal of Travel & Tourism Marketing Volume 36, 2019 - Issue 7: Future of Tourism Marketing
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Article

The view from above: the relevance of shared aerial drone videos for destination marketing

Uglješa StankovFaculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, Novi Sad, Serbia
,
James KennellFaculty of Business, Department of Marketing, Events and Tourism, Old Royal Naval College, University of Greenwich, London, UK
,
Alastair M. MorrisonGraduate Institute of Tourism, National Kaohsiung University of Hospitality and Tourism, Kaohsiung, TaiwanCorrespondence[email protected]
&
Miroslav D. VujičićFaculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, Novi Sad, Serbia
Pages 808-822 | Published online: 15 Feb 2019
 
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ABSTRACT

The use of drones to produce videos has generated a large amount of visually appealing footage of various destinations. They attract much attention, but there are issues that affect their production, and their relevance to destination marketing. This research examines YouTube meta-data and spatial overlay analysis of shared aerial drone videos from the United Kingdom (UK). The results suggest that shared aerial drone videos have some unique user-generated content (UGC) characteristics and their spatial distribution tends to favor more populated areas. Theoretical and practical implications for destination marketing are further discussed.

Disclosure statement

No potential conflict of interest was reported by the authors.

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