Our new paper, on the potential of shared drone videos for tourism destination marketing has just been published in the Journal of Travel and Tourism Marketing. If you don’t have access to it, please just get in touch.
In the paper, we provide the first analysis of shared drone videos of the United Kingdom that examines their value for tourism. Some of these are beautiful, like this one by TheTravellingClatt:
Our research is the first to categorise and analyse user shared drone videos of a tourism destination, and we make some suggestions for how Destination Marketing Organisations can make better use of these, for example:
- Making more use of user-shared drone videos of their destinations on platforms like YouTube, and promoting these as well as producing ‘professional’ drone footage;
- Providing platforms online for drone enthusiasts to share their destination footage, including on DMO websites;
- Acting as ambassadors for drone video creators by providing safe flying zones and helping drone pilots to get access to protected sites.