Film-Induced Tourism Model - A Qualitative Research Study

Abstract

Entertainment media industry has been successful in creating favorable image of a destination in consumers’ minds. Film induced Tourism is defined as “Tourists’ visits to a destination or attraction as a result of destination’s being featured on television, video or the cinema screen” This article will discuss the importance and relevance of film induced tourism and how it has helped to escalate tourism. Numerous international examples like “The Lord of the Rings” in New Zealand, “Troy” in Canakkale, Turkey, and “Braveheart” in Scotland are reviewed as success stories to this marriage between films and destinations. In India, “Bombay” is featuring Bekal Fort in Kerala, “Guru” and “Dil Se” featuring Alappuzha Back waters in Kerala are few examples of destination branding stories through films. This article will be focusing on the influence that films have on choices of tour destinations and how this can tapped. Exploratory research design is adopted. Primary data was collected through Focus group discussion. A conceptual 3 P’s model is developed to understand the extent of influence, movies have on tourism.