Publication

When destination marketing meets airlines: A content analysis of in-flight safety videos from flag carriers

Citations
Altmetric:
Abstract
For many national carriers, incorporating destination marketing in in-flight safety videos has become an innovative way to convey safety messages while building a positive destination image. This study examines the media components of 55 flag carriers’ in-flight safety videos. Specifically, we use content analysis to explore the video styles, narrators, demonstrators, demonstration environment, as well as the projected image framed by the in-flight safety videos. Findings reveal a shift to diverse video styles – videos showcasing the appeals of destination have surpassed the once popular animation style. Safety demonstrations are often performed by local people or tourists in touristic spaces. Nature-based attractions, touristic activities, and local culture are also present. We highlight the potential of transferring routine safety demonstrations to a useful destination marketing tool to engage and motivate passengers.
Type
Presentation
Date
2024
Publisher
Degree
Advisors
License
License
Research Projects
Organizational Units
Journal Issue
Embargo Lift Date
Publisher Version
Embedded videos
Related Item(s)