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

Abstract

© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. 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.