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Keeping up with the drones! Techno-social dimensions of tourist drone videography

Keeping up with the drones! Techno-social dimensions of tourist drone videography

Vujicic, M, Kennell, James ORCID: 0000-0002-7877-7843 , Stankov, U, Gretzel, U and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2021) Keeping up with the drones! Techno-social dimensions of tourist drone videography. Technology in Society, 68:101838. ISSN 0160-791X (Print), 0160-791X (Online) (doi:

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Tourists are increasingly using drones on vacation, but how they use them and the nature of the videos that they produce are not well understood. Conceptual advances in the study of tourist videography have produced a new model of these practices which is applied here to explain the nature of tourist videography with drones. An international sample of 351 vacation drone videos was subjected to content analysis, and an analysis of their metadata. The results show a significant variation in the content, technological and social practice of production of vacation drone videos depending on the type of video creator and, therefore, empirically validate and expand extant knowledge of drone videography as an emerging visual practice in tourism contexts. The findings establish that analysing the videos from the perspective of videography generates insights that are of value to destination management organisations and tourist businesses. We conclude that destination management organisations should see vacation drone videos as a new type of user-generated content for their destinations, as well as a potential source of innovative marketing ideas, and that they should engage more proactively with vacation drone videographers to maximise the impact of this opportunity.

Item Type: Article
Uncontrolled Keywords: drone; tourist videography; destination management; marketing; visual turn; user generated content
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HE Transportation and Communications
T Technology > TR Photography
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
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Last Modified: 18 Dec 2023 01:38

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