Academic journal article European Journal of Tourism Research

Film-Induced Tourism: Benefits and Challenges for Destination Marketing

Academic journal article European Journal of Tourism Research

Film-Induced Tourism: Benefits and Challenges for Destination Marketing

Article excerpt

Introduction

Movies are one of the most important factors of popular cultures and have an important influence on the members of a society. Therefore, movies become an important communication tool via product placement. Placing destinations as a product into the movies helps destinations to create a positive image, to be placed as differentiated through the competitors and create an interest for a long-running time. The idea is that, through making the audience become familiar with the destination as a product, movies induce the potential market to visit those destinations which are screened or pronounced in movies. Such an effort may, then, help creating a destination brand. Films and TV programs have an impact on consumers while perceiving destinations. Contrarily to the traditional way of advertisement, being shown on the screen as a destination allows destinations to attract more visitors who have an enhanced destination image in their mind by the aid of indirect marketing. For instance, Pratt (2009) claims that serving a movie map in a screened destination leads to an increase in the number of visitors and their spending patterns.

Film-induced tourism has begun to be pronounced more frequent in the recent years as a result of the increased number of visitors arriving at destinations where films or movies have been shot. There has been much research about the film-induced tourism with regard to how the international movies have affected the flow of tourism demand worldwide. Meanwhile, there has also been some additional research about the influence of TV series in this respect (Beeton, 2005; Connel, 2005; Connel & Meyer, 2008; Frost, 2006; Hudson & Ritchie, 2006a; O'Connor, et al. 2008; O'neill, et al. 2005; Pratt, 2009; Riley, et al. 1998). In a similar vein, Beeton (2008) also criticizes that, even though the volume of literature about the film-induced tourism has been in a steady growth, there has been little aiming at a detailed investigation of the emotional tie between the film, tourism and recreation. Frost (2006) focuses on how a historic film (Ned Kelly) leads to building of destination image, authenticity and expansion of heritage tourism. Historical films - induced tourism is differentiated from other types of film-induced tourism in two respects. First, the audience wants to own the values of their history. Next, the audience can be affected by other kinds of sources since the plot is already a well-known story.

This paper aims at a qualitative-based empirical investigation of how TV series makes contribution to change the economic structure and stimulate the publicity of those small places where it is filmed and which are about to be considered as a visitor attraction in domestic tourism. An economic impact may occur either in a positive or negative way. New product development may appear as an opportunity to diversify the local tourism industry on a local or regional basis. This way of publicity may sometimes aid the expansion of a particular region into a richer destination by drawing a larger picture of tourism products from nature to culture etc. In order to reach this objective, we have chosen Bozuyuk, a small town of Mugla which is one of the most significant destinations in Turkey. Bozuyuk is located in the south-west part of Turkey with its approxemetly 1000 residents that lead rural life in general (see maps). Over the past few years, Bozuyuk has become a popular centre of attraction because Babaocaði (The Father Home) was shot. This study tries to analyse how Babaocaðý has been able to contribute to the publicity of this town in particular, and the region of Mugla in general, during the course of being on the screen as TV series on a national channel.

Literature Review

Film-induced tourism is defined as a new way to activate or motivate passive visitors after watching any destinations or activities through movies or TV screens (Beeton, 2008). Connel and Meyer (2008) use the term "screen tourism" which contains tourism movements induced by TV programs, videos and movies. …

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