Stankov, Uglijesa, Kennell, James ORCID: https://orcid.org/0000-0002-7877-7843, Morrison, Alastair ORCID: https://orcid.org/0000-0002-0754-1083 and Vujicic, Miroslav (2019) The view from above: the relevance of shared aerial drone videos for destination marketing. Journal of Travel and Tourism Marketing, 36 (7). pp. 808-822. ISSN 1054-8408 (Print), 1540-7306 (Online) (doi:10.1080/10548408.2019.1575787)

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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 tend to favor more populated areas. Theoretical and practical implications for destination marketing are further discussed.

Item Type:	Article
Uncontrolled Keywords:	aerial drone videos, user-generated content (UGC), destination marketing, United Kingdom
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Last Modified:	01 Oct 2021 16:19
URI:	http://gala.gre.ac.uk/id/eprint/22827

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