Film induced tourism

100208 mots 401 pages
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: noelle.oconnor@lit.ie

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

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

SUMMARY This research study examines the impact of film induced tourism and destination branding 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 of much 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 first involved 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 film

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