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

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.