film tourism ppt

What is film tourism and why does it matter?

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Film tourism is big- what is it, what impact does it have, and where are the best locations for it? Read on to find out…

What is film tourism?

How do movies affect tourism, positive impacts of film tourism, negative impacts of film tourism, james bond film tourism, game of thrones film tourism, indiana jones film tourism, lord of the rings film tourism, the beach film tourism, gladiator film tourism, harry potter studios, atlas film studios, universal studios, pinewood studios, film tourism- further reading.

Film tourism has been defined by the Scottish Tourist Board as being the business of attracting visitors through the portrayal of the place or a place’s storylines in film, video and television. People have seen a location in a movie and thought, I want to go there. This might be because they thought the destination was particularly beautiful, or because they *really* enjoyed the film and want to experience more of it in some way. It extends to TV shows, too, but film tourism is the name given to this phenomenon.

Movies affect tourism by offering another reason for a person to visit a particular location. Someone may have had no interest in visiting New Zealand, for example – until they saw Lord of the Rings and found out it was filmed there, and there are specific locations you can visit as a fan. Likewise, many people are drawn to Vis Island in Croatia because Mama Mia was filmed there .

Another way films affect tourism is by offering more avenues for income to be created. For example, gift shops and paid-for photo spots are becoming common in areas linked to particular films. Some companies are also offering specific guided tours of filming spots across certain cities.

Is this impact positive? In many ways, film tourism does have positive impacts. It works in both directions, too. Some people may be visiting a location anyway, then find out it is a filming location for a particular movie thanks to promotional material, the tours on offer and so on. This could then encourage them to watch the film when they may not have otherwise done so! Things like props, posters and signposting all impact the film industry in this way.

Of course, the biggest positive impact is for the location itself and the surrounding area(s). People are visiting destinations they may not have otherwise been interested in – and this means they are spending money. Whether that be with tour companies, local businesses, hotels and so on, money is flowing in. From this comes better jobs, a better standard of living and a sense of pride in the area.

By promoting themselves as a film location, areas are able to create a positive and fun image. The film is free publicity for them – and it is something that can continue to have an impact as more and more people watch the movie(s) over time. We’re talking years, especially if the film is particularly successful or becomes a cult classic.

It also encourages governments and citizens to work to protect the location, especially environmentally but also in terms of infrastructure. This is not only good for the visiting tourists , of course, but for the locals too!

Are there any negative impacts of film tourism? As with anything, there are negatives which can be explored alongside the many positive impacts. Firstly, destinations may not be prepared for a sudden influx of tourists if this shift happens very quickly. Destinations need time to ensure their roads are able to take a higher number of vehicles, and to make sure there are enough hotel rooms or other places to stay. Tour companies may feel under pressure to create tours, too.

There will likely be more traffic. This means roads could be congested, which is never good for the people who live there. More people also means less privacy, a frustration for many people who live in tourist-y areas. With film tourism, new destinations pop up all the time; this means you may have been living somewhere for decades without it being a popular visitor area and then one day, it suddenly is.

More vehicular traffic is, of course, an environmental impact of tourism . Air quality will decline and emissions will go up – all of this is a huge negative impact in terms of climate change. Extra footfall, more litter, and generally just a disrespect for nature can all have negative impacts on an area.

There is also the copyright issue to take into consideration. Some film franchises and studios will not allow areas to promote themselves with ties to the film or series itself; this means the location is seeing a higher number of visitors without being able to profit in their own (and usually the most beneficial) way.

Popular film-induced tourism destinations

There are so many locations which are popular with movie fans. You can see some major ones below!

James Bond fans flock to Thailand in order to visit Khao Phing Kan. This island featured in the 1974 movie The Man With The Golden Gun. Tour operators were quick to rebrand the island as ‘James Bond Island’ and almost overnight, Thailand became a popular destination for fans of 007.

There are two main locations visited by Game of Thrones fans looking to get a glimpse at where the series was filmed. The first is Northern Ireland , home to 25 filming locations such as Inch Abbey, Ballintoy Harbour and many more – you can do organised tours, or take yourself around for a few days and see how many you can tick off. There are self-guided driving routes available online and you’ll come across plenty of photo ops along the way… The second destination popular with GoT fans is Dubrovnik in beautiful Croatia ; again, organised tours are available or you can DIY it. From the setting of King’s Landing Harbour to Blackwater Bay, there are so many GoT filming locations here.

One film franchise with epic scenery has to be Indiana Jones. There are many places you can go to if you want to get in with Indy – the first of which is Cambodia. Head to the stunning Ta Prohm Temple, located at the Angkor Archaeological Park in Angkor Wat. This is where Indiana Jones and the Temple of Doom was filmed! As a bonus, it also features in Lara Croft’s Tomb Raider. The more you know! Visit as part of an organised tour to see it up close.

Petra in Jordan is another fantastic location for Indiana Jones fans. It featured in Indiana Jones and the Last Crusade – and Indy definitely put the location on the map for many people.

New Zealand is heaven for Lord of the Rings fans. This epic book-turned-film trilogy was filmed here, with its lush greenery and endless mountains providing the perfect backdrop for bringing Middle Earth to life. You can visit the film set itself, now a permanent tourist attraction in Matamata, and you can see Mount Ngauruhoe (which masquerades as Mount Doom) too! Wellington, Canterbury and other areas are also used as filming locations for these epic movies, as well as for The Hobbit film trilogy.

The Beach, a Danny Boyle film from 2000, is set in Thailand. Maya Bay on Ko Phi Phi Leh is an absolute paradise – but it has been subject to too much tourism over the years and has only just re-opened to tourists. This is a clear negative impact of tourism, as discussed above. There are now rules and restrictions for visitors, meaning it will hopefully remain open to tourists for years to come in its natural – and beautiful – state.

If you thought Russell Crowe’s famous 2000 movie Gladiator was filmed in Rome , you’d be wrong. Film tourists hoping to experience a bit of this particular magic need to head to Morocco, Tunisia and Malta. Starting with Morocco, Gladiator fans can visit a city built into the side of a hill: Aït Benhaddou, a UNESCO World Heritage Site and the location used for ‘Zucchabar’. Malta, a historic military base, has many forts – and Fort Ricasoli played host to the cast of Gladiator for 19 weeks. Last but not least, Tunisia is also on the list of filming locations for the movie: specifically the El Jem amphitheatre.

Popular film studios for tourists

As well as larger areas such as towns or cities, or historic locations or pretty beaches, film tourism extends to studios. Many film studios are open to visitors for a fee, and you can easily visit and see props, sets and more!

The ‘Warner Bros. Studio Tour London’ is located in Watford, Hertfordshire – not far from London itself. This epic visitor centre is home to thousands of individual props from the film series, full-size set locations, a gift shop selling everything a Potter fan could want, and so much more. You can visit yourself, or book a guided tour which usually includes transport from London. Experience the magic of the Great Hall, ride in a ‘flying car’ and try a glass of delicious Butterbeer. It really is an experience you’ll never forget, whether you’re interested in how films are actually made or if you’re just a huge HP fan!

Cinema Studio Atlas, located in Ouarzazate in Morocco, is popular with film fans. This 30,000 sq metre film studio in the desert is open to visitors when there’s no filming on that day; if you want an authentic film studio experience, this is where you need to go! The Mummy (1999), Star Wars: A New Hope (1977), Black Hawk Down (2001) and many more have all been filmed here. It hasn’t necessarily been transformed into a tourist experience but if you want to see a real film set with original sets, this is where to go.

Now more famous as a theme park, California -based Universal Studios is in fact a fully working film studio. Here you can visit 13 city blocks across four acres of historic studio lot. It is actually the largest set construction project in studio history! The tour runs for around an hour, and gives you a real behind-the-scenes insight into Hollywood movie production.

Pinewood is another super-famous film studio. Located around 18 miles outside of London, it is not generally open to the public meaning it is less of a film tourism location. However, you *can* visit it as part of a TV audience or pre-arranged group visit.

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A Film Marketing Action Plan (FMAP) for Film Induced tourism destinations

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 location. 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 arose from 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.

Related Papers

Dr Noëlle O'Connor

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 location. 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 arose from 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.

… Journal of Tourism …

Sheila Flanagan

This paper identifies the integration of film induced tourism and destination branding on destinations featured in television series’ such as Yorkshire, which is the film location for many popular English television series’. The review of the existing literature identifi ed a gap in previous investigations and in response, a tourist survey and strategic conversations with the key stakeholders were an initial attempt to fill this gap. The issues which arose from these and the literature review highlighted some implications for the future development of these destinations, namely the use of destination branding in the promotion of a fi lm location. Copyright © 2008 John Wiley & Sons, Ltd.

This paper identifies the impact of movie induced tourism on the branding of areas, which have become popular tourist destinations as a result of their featuring in a movie or television series (O’Connor, 2000). The paper outlines some of the benefits of tourism branding that accrue to a destination based on an area’s image as moulded by a number of television series. The researcher’s hypothesis is that a brand based on the image derived from the television series may be a strong means of marketing the area and harnessing tourism. The study area is the Yorkshire region in the North of England which has been the subject of a number of popular English television series’ and is already the subject of much research in the tourism and destination management field; Mordue (1996), Riley and Van Doren (1992) and Tooke and Baker (2002). In order to test this hypothesis, a survey of visitors to Yorkshire over a seven day period in July 2003 was carried out. The main aim of the survey was to assess the linkages between movie induced tourism and branding and to identify research issues in relation to destination branding and management. Surveying a sample of the general tourist population completed this. The initial part of the paper outlines the concept of destination branding and the embryonic yet evolving area of movie induced tourism. This review of existing literature identifies a gap in previous research, which shows that there has been little research on the impacts of television on general tourist perceptions of an area or region. The survey undertaken by the researcher and outlined in the methodology section is an initial attempt to fill this gap. The findings of this survey are outlined in the remaining sections of the paper and have a number of implications for the future branding of destinations based on television and film imagery.

Noelle O'Connor

Goal and objectives of the dissertationThe main objective of this research is to develop a model to be used as a best practice framework for the successful integration of film induced tourism in a Destinations Marketing Strategy (DMS). These can be further broken down into:1. Identify the film induced images that tourists presently have of Yorkshire.* Evaluate the level of imagery that Yorkshire has in the mind of the tourist. Identify if tourists are aware of Yorkshire based television series (All Creatures Great and Small, Heartbeat and Last of the Summer Wine).* Discover the images, if any that tourists associate with the three Yorkshire based television series under review.* Ascertain tourist awareness in relation to the three television associated marketing brands that are used by the Yorkshire Tourist Board to promote the county.* Highlight the key success factors of the Yorkshire tourism product.2. Determine if key tourism and film stakeholders support the integration of film...

The need for a thorough investigation into how the film induced tourism phenomenon can be maximised upon through stakeholder collaboration was particularly evident from the literature review undertaken. It showed that there was a significant research gap in the successful collaboration of this relatively new phenomenon into a destination’s marketing activities. To proceed to the next stage of research, the key tourism and film stakeholders behind the Yorkshire brand were interviewed as the main objective of this research is to discover to what extent the integration of film and tourism has actually occurred in Yorkshire.Unfortunately, in Yorkshire, the tourism and film stakeholders do not work together, even when a big budget film is being produced there. This represents a failed valuable opportunity when the brand could be successfully integrated into any film promotion packages.

Tourism Review …

The primary focus of this article is to provide a theoretical insight into the relationship between film induced tourism and destination imagery, which in turn can be used to market a tourism destination. In order to achieve this, strategic conversations were carried out with the key stakeholders behind the development of the Yorkshire (UK) brand. Yorkshire will be used as the lens through which the film induced tourism phenomenon will be observed as it is the film location for many popular English television series. In addition, this article draws upon the literature background and the theoretical context of the film induced tourism phenomenon in relation to destination imagery. The issues which emerged from these and the literature review highlighted many implications for the future development of these locations such as the use of destination imagery in the promotion of a film location.

Regional Formation and Development Studies

Donata Bocullo

Film induced tourism or film tourism is a result of destination image formation and development through film industry with collaboration of other destination image stakeholders (policy makers, private and public investors, scholars and etc.). This postmodern tourism phenomenon links film driven emotions to the filming locations and at the same time is responsible for positive or negative destination image formation. In Lithuanian academic discourses this theory, as well as the impact of films towards local tourism, was not yet recognized. Therefore this article, according to the collected film tourism theoretical material, analyses Lithuanian potential for film induced tourism and how can it be turned into a destination promotion strategy. The conclusions show that there are real opportunities for Lithuania to use film industry as a tool of destination image formation, however it needs further analysis, a clear strategic plan, strong collaboration with Baltic region and the use of two recommendation models, which were presented in this paper. This research can be used for dynamic analysis as well as strategic planning in any specific institution related to filmmaking, tourism and regional image formation.

European Journal of Tourism Research

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Film tourism in India: an emergent phenomenon

• Department of Management

Research output : Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review

India is the largest film producer in the world, annually producing more than 1800 films. Unsurprisingly, efforts to exploit film tourism have emerged at a national, state and business level. This chapter enhances the understanding of India’s film tourism and efforts to establish a film tourism destination. These efforts included greater coordination between national and state governments to attract and facilitate film production. Added is a tourism strategy emphasis, in part, on film tourism, coupled with the added use of film in tourism promotions. Film tourism is an evident phenomenon around the country, though mostly at film studio locations. Other accounts provide limited support for an effect on tourist demand and lack of film-specific tourist attractions. However, the vast Indian film presence indicates subtle roles in tourism, establishing or reinforcing perceptions and stirring motivations to visit the range of pre-established attractions across the country. Future research on the subtle role of film on India’s tourists and the filmic representations of the people is recommended. Overall, film tourism in India has much emerging potential.

Publication series

• Film tourists
• Indian cinema and film industry
• Slum tourism

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• 10.1007/978-981-10-5909-4_3

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• Link to publication in Scopus

T1 - Film tourism in India

T2 - an emergent phenomenon

AU - Biswas, Joydeep

AU - Croy, Glen

N1 - Publisher Copyright: © 2018, Springer Nature Singapore Pte Ltd.

N2 - India is the largest film producer in the world, annually producing more than 1800 films. Unsurprisingly, efforts to exploit film tourism have emerged at a national, state and business level. This chapter enhances the understanding of India’s film tourism and efforts to establish a film tourism destination. These efforts included greater coordination between national and state governments to attract and facilitate film production. Added is a tourism strategy emphasis, in part, on film tourism, coupled with the added use of film in tourism promotions. Film tourism is an evident phenomenon around the country, though mostly at film studio locations. Other accounts provide limited support for an effect on tourist demand and lack of film-specific tourist attractions. However, the vast Indian film presence indicates subtle roles in tourism, establishing or reinforcing perceptions and stirring motivations to visit the range of pre-established attractions across the country. Future research on the subtle role of film on India’s tourists and the filmic representations of the people is recommended. Overall, film tourism in India has much emerging potential.

AB - India is the largest film producer in the world, annually producing more than 1800 films. Unsurprisingly, efforts to exploit film tourism have emerged at a national, state and business level. This chapter enhances the understanding of India’s film tourism and efforts to establish a film tourism destination. These efforts included greater coordination between national and state governments to attract and facilitate film production. Added is a tourism strategy emphasis, in part, on film tourism, coupled with the added use of film in tourism promotions. Film tourism is an evident phenomenon around the country, though mostly at film studio locations. Other accounts provide limited support for an effect on tourist demand and lack of film-specific tourist attractions. However, the vast Indian film presence indicates subtle roles in tourism, establishing or reinforcing perceptions and stirring motivations to visit the range of pre-established attractions across the country. Future research on the subtle role of film on India’s tourists and the filmic representations of the people is recommended. Overall, film tourism in India has much emerging potential.

KW - Film parks

KW - Film tourists

KW - Government

KW - Indian cinema and film industry

KW - Slum tourism

UR - http://www.scopus.com/inward/record.url?scp=85130439530&partnerID=8YFLogxK

U2 - 10.1007/978-981-10-5909-4_3

DO - 10.1007/978-981-10-5909-4_3

M3 - Chapter (Book)

AN - SCOPUS:85130439530

SN - 9789811059087

T3 - Perspectives on Asian Tourism

BT - Film Tourism in Asia

A2 - Kim, Sangkyun

A2 - Reijnders, Stijn

PB - Springer

CY - Singapore Singapore

Film marketing opportunities for the well-known tourist destination

• Original Article
• Published: 27 September 2016
• Volume 13 , pages 107–118, ( 2017 )

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• Angelo Giraldi 1 &
• Ludovica Cesareo 2  

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This study explores the potential role of destination image in the context of film-induced tourism for the city of Rome. We examine the effects of two trailers of the 2014 Academy Award ® winner for best foreign movie “The Great Beauty” on the image change of the city as a travel destination. The results, obtained through an experimental study with international respondents, suggest that a film can shift consumers’ cognitive and affective destination image perceptions in coherence with the contents proposed; yet for Rome, a mature destination with a well-established heritage, the changes are not so dramatic. We discuss the implications within the context of destination management and propose an agenda for future research.

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Sapienza, University of Rome, Via del Castro Laurenziano, 9, 00161, Rome, RM, Italy

Angelo Giraldi

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Ludovica Cesareo

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Giraldi, A., Cesareo, L. Film marketing opportunities for the well-known tourist destination. Place Brand Public Dipl 13 , 107–118 (2017). https://doi.org/10.1057/s41254-016-0035-5

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Received : 08 July 2016

Revised : 08 July 2016

Published : 27 September 2016

Issue Date : May 2017

DOI : https://doi.org/10.1057/s41254-016-0035-5

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