Film induced tourism

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A FILM MARKETING ACTION PLAN (FMAP) FOR FILM INDUCED TOURISM DESTINATIONS Dr Noëlle O’Connor, Senior Lecturer in Tourism and Hospitality, Department of Humanities, School of Business and Humanities, Limerick Institute of Technology, Ireland. Tel: + 353 61 490166 Email:

Dr. Sheila Flanagan, Head of School, School of Hospitality Management and Tourism, Faculty of Tourismand Food, Dublin Institute of Technology, Cathal Brugha Street, Dublin 1, Ireland. Tel: +353 1 4024380 Email:

Prof. David Gilbert, Professor of Marketing School of Management, University of Surrey, Guildford, Surrey, GU2 7XH, U.K. Tel: +44 1483 689347 Email:

SUMMARY This research study examines the impact of film induced tourism and destinationbranding on locations featured in popular films and television series. It also investigates the characteristics of film induced tourism and determines if the key film and tourism stakeholders support the integration of film into Yorkshire’s (UK) tourism product.

Yorkshire was selected as the case study area, as it has been the film location for many popular television series and is the subject ofmuch location research within the tourism discipline. The need for a thorough investigation into the film induced tourism phenomenon was particularly evident from the literature review undertaken, as it showed that there was a significant research gap in the successful integration of this phenomenon and destination marketing. In response to this gap, a two phased approach was adopted; the firstinvolved a tourist survey regarding the film induced tourist, while the second phase consisted of strategic conversations with the key stakeholders behind the Yorkshire brand. The issues evolving from these and also the literature review, highlight a number of implications for the future development of such destinations, namely the successful use of destination branding in the promotion of a filmlocation. These issues also facilitated the creation of the Film Marketing Action Plan (FMAP), as it has become apparent that most of the film induced tourism models investigated were inadequate in explaining the relationship between film induced tourism and destination branding. Thus, a new model that is more reflective of the process was developed, using the main concepts and themes that arosefrom the research findings. Overall, film induced tourism is not widely welcomed by the stakeholders and the implications for retaining a clear balance between Yorkshire’s current tourism product and making the most of the opportunities that could arise, may be the most appropriate way forward.


ABBREVIATION LIST ATC ATP BTA CAUTHE CHRIE DCMS DMO DMS EU FECTO FMAP FMD FNZ GDP ICT ITAM LA NPANTA NTO NWRDA NYMNP OECD PPE RDA RIFE RSA RTA STG TAT TIC TIL TNZ TTRA Australian Tourism Commission Area Tourism Partnerships British Tourist Authority Council for Australian University Tourism and Hospitality Education Council on Hotel, Restaurant and Institutional Education Department of Culture, Media and Sport Destination Marketing Organization Destination Marketing Strategy European UnionFederation of European Cities Tourist Offices Film Marketing Action Plan Foot and Mouth Disease Film New Zealand Gross Domestic Product Information and Communications Technology International Tourism and Media Conference Local Authority National Park Authority National Tourism Authority National Tourism Organisation North West Regional Development Authority North York Moors National ParkOrganisation for Economic Co-operation and Development Post Production Effect Regional Development Authorities Regional Investment Fund for England Regional Screen Agencies Regional Tourism Authorities Sterling Tourism Authority of Thailand Tourism Information Centre Tourism Ireland Limited Tourism New Zealand Travel and Tourism Research Association


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