How film and television programs can promote tourism and increase the competitiveness of tourist destinations

Ţuclea, C. E. & Nistoreanu, P. (2011). How film and television programs can promote tourism and increase the competitiveness of tourist destinations. CACTUS - Journal of Tourism Business, Management and Economics, 4 (2).

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Abstract

This paper outlines the correlation between the power of film (both movies and television series) as a motivational and image-making tool and the attractiveness of tourism destinations. In the light of this relationship, our research analyses the phenomenon of film-induced tourism. Even this phenomenon has been recognized and reported, very few comprehensively studies of it have been published. The evidence that has been put forward to date has mostly been anecdotal, pointing towards the capacity of popular films and television series to attract tourists, in the form of enthusiastic fans and interested audience members. Despite the fact that statistics concerning directly the impact that films have had on tourism are limited, there are still some remarkable figures. Countries like UK, Australia, and New Zealand have an increasingly interest in studying and developing the film-induced tourism. Given the existence of this type of tourism and the potentially significant economic value of this strand of tourism to the economy, understanding the drivers of film-induced tourism and exploiting its effect are crucial issues to comprehend. This paper evaluates a number of key questions and provides a stronger insight into the nature of productions which can induce tourism and recommends ways in which this relation can be strategically maximized from the economic and cultural point of view. In the current context of decreasing the Romanian tourism and film industry development, approaching together their augmentation can represents a valid solution for both industries.

Keywords

film-induced tourism, tourism imaging, tourist destination competitiveness, economic impact of filmmaking tourists

JEL Classification

L83, M39

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