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

Miroslav D. Vujičić, James Kennell, Uglješa Stankov, Ulrike Gretzel, Đorđije A. Vasiljević and Alastair M. Morrison

Technology in Society, 2022, vol. 68, issue C

Abstract: 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 organizations and tourist businesses. We conclude that destination management organizations 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.

Keywords: Drone; Tourist videography; Destination management; Marketing; Visual turn; User generated content (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160791X21003134
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:68:y:2022:i:c:s0160791x21003134

DOI: 10.1016/j.techsoc.2021.101838

Access Statistics for this article

Technology in Society is currently edited by Charla Griffy-Brown

More articles in Technology in Society from Elsevier
Bibliographic data for series maintained by Catherine Liu ().