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AJMAL N K(08)
KESHAV RAJ RATHORE(48)
KUNAL RANGARE(53)
MAHAVIR SINGH BHATI(55)
03 October 2018
SUBMITTED TO
Dr. JEET DOGRA
FINDING THE OPPORTUNITIES FOR FILM AND TOURISM INDUSTRY
COLLABORATION
INTRODUCTION
Film has a vital role in promoting or marketing a tourist destination and the
number of people visiting a tourist destination influenced by a movie or a
video has increased in the last few decades. Indeed film tourism is defined as a
tourist’s visit to a destination or attraction as results of the destinations being
featured on television, video, or the cinema screen. So placing a particular
destination in a movie or cinema always helps the tourism industry that it
influences the viewers and as a result of watching the movie they visit the
same destination and it ultimately contributes to the country's economy. In
fact placing a destination in a movie has an important role in attracting people
into a particular destination. According to Morgan and Pritchard (1998) placing
a destination in a film is the ultimate in tourist product placement. Also some
researchers have found that a simple visual placement in the background can
be as effective as a highly integrated placement (Russell, 2002).
However films' role in influencing people or attracting the public into a
particular destination is inevitable as the number of people visiting a
destination after watching a movie has increased over the years. Indeed in an
increasingly competitive and crowded market place destination placement in
film and television shows is an attracting market vehicle that increases
awareness, enhances destination image and results in significant increases in
tourism numbers succeeding where traditional marketing effort cannot. Even
though films are not generally produced with the intent to attract tourists to a
destination but tend to influence viewers indirectly as a background part of the
movie's message (Butler, 1990). At this juncture this paper is mainly focusing
on how effectively a destination can be promoted through a movie or a
television show and will try to justify with various examples from different
success stories/movies and will try to analyze the economic benefits of the film
tourism. Countries like the USA, European countries, Australia, Qatar, and New
Zealand have an increasing interest in studying and developing film-induced
tourism.
Key words: Film tourism, film induced tourism, destination marketing, tourism marketing
STATEMENT
Within the last decade film (screen)-induced tourism has gained increasing
attention from academics and the industry alike. While most research has
focused on the tourism-inducing effects of film productions, not much has
been written about the film location tourists themselves.
PURPOSE
This paper has as a main objective the attempt to identify the dimension of
academic interest in this new type of tourism and to be aware of the
consequences of this kind of touristic activities. The research method is mainly
based on secondary sources.
QUESTIONS
• What kinds of film/television programs successfully convert audiences into
tourists?
• How long does this effect last – only as long as the film/program is popular,
or does it have a more permanent impact on tourism?
• Which locations benefit from the tourism effect? The shooting locations or
associated sites ?
• How can screen tourism be effectively encouraged and managed in a
strategic, joined-up manner?
•What should be considered best practice for film and tourism professionals
working together?
LITERATURE REVIEW
While there is a substantial amount of literature on screen-induced tourism,
there has been very few, if any, comprehensive and national-level reviews of
the economic impact of screen-induced tourism to date. The existing literature
typically falls into one of four main categories. These are as follows:
1. Journalistic
2. Local reports
3. Other reports
4. Academic papers and publications
5. News web pages
FINDING
The main ideas interesting for us are the following:
• It has been widely recognized in tourism literature that destination image
greatly influences tourist destination choice.
• The more favorable the image of the destination, the greater the likelihood
of being selected as a destination choice.
• Film can provide knowledge of certain aspects of the country such as nature,
culture and people which result in the construction of the attitudes towards
the country.
One of the major economic benefits of film induced tourism is that it can bring
higher revenues to the local community. Film-induced tourism has the
potential to revitalize rural communities and increase tourism in urban centers.
The visitors of film locations wish on-site experience which can tell them an
emotional story.
Recent researches suggest that films can have a strong influence not only on
decision making for short-term holiday, but affect tourism revenues and
long-term prosperity of destinations.
The film-induced tourism’s growing popularity is mainly due to increasing
international travel and to entertainment industry development. Schofield
(1996) stated that film-induced tourism will quickly become a fashion, because
the public is very interested to have real experiences where movies are made.
When people seek a touristic objective seen on screen, it means that we are
dealing with film-induced tourism (Busby & Klug, 2001).
(Source-ToSEE – Tourism in Southern and Eastern Europe, Vol. 4, pp. 645-655, 2017
A. S. Weber: CREATIVE INDUSTRIES TOURISM IN QATAR: ECONOMY DIVERSIFICATION)
The online survey was divided into five sections. The first part asked
respondents to indicate on a Likert-type scale of 1 to 5 how important each of
the marketing activities for generating film tourism. Secondly, they were asked
to comment on their degree of success in attracting film tourists, how much
they spent on the marketing efforts, and whether they had seen an increase in
visitor numbers as a result of their efforts in promoting film tourism. If they did
not make an effort to develop film tourism, they were asked why. The third
part asked respondents to indicate how important they perceived the other
factors were for the success of film tourism, and part 4 of the questionnaire
inquired about their perceptions of the relative benefits and drawbacks of film
tourism, the list developed from previous research referred to earlier in this
article. The last section collected details about the characteristics of the
respondents and their DMOs. An e-mail address list of 490 DMOs worldwide
that had attracted film tourists in the past was compiled from a variety of
secondary sources, including the The Worldwide Guide to Movie Locations by
Tony Reeves, 10 copies of 392 MAY 2006 which were used as incentives for
DMOs to complete the survey. The survey was live for 2 months, and two
follow-up emails were sent during this time to encourage respondents to
complete the survey. In total, 140 useable responses were
collected, giving a response rate of 28%. The data were analyzed using SPSS for
Windows.
Responding DMOs were mainly from the United States (37%), Canada (30%),
and the United Kingdom (18%). The remaining 15% were from other countries
around the world. Nearly all the respondents (96%) indicated that they could
be more proactive with film tourism, with the main constraint being a lack of
resources. However, 60% said they had seen an increase in visitor numbers
because of their efforts to promote film tourism, with the majority of these
DMOs (78%) collaborating with film offices. Of those that had seen an increase
in film tourists, only 18% measured the impacts of film tourism at their
destination.
IMPLICATION
The results indicate that some marketing activities are significantly more
successful than others in attracting film tourists. Targeting filmmakers
proactively is clearly important at the preproduction stage, and in particular,
appointing a public relations firm and being involved in location scouting. This
supports a recent government report in New Zealand sponsored by the film
industry that suggested that getting on board at the outset of a film production
is crucial for destinations (New Zealand Institute of Economic Research 2002).
The report said the ability to recognize promotional opportunities and act in
anticipation of demand is critical to maximizing benefits. Hiring a public
relations agency such as Weber Shandwick, which has a Destination:
Entertainment Marketing program is one option. Another is to offer
Hollywood or producers’ tours, which have been very successful for some
destinations. Such sales-focused initiatives should be conducted by DMOs on a
regular basis.
ol. 44, May 2006, 387–396
(Source- Journal of Travel Research, V
DOI: 10.1177/0047287506286720
© 2006 Sage Publications)
Think of it!!
South Africa’s special appearance in the film “cocktail” has already seen a
surge in enquiry by 10% for South African tourism within just a month of the
film’s release. Considering the demand for location in South Africa post
–cocktail, the tourism board of South Africa has tied up with seven Hindi film
production houses. South Africa tourism sees Bollywood as an effective way to
compensate for the lack of a high budget to promote tourism. Hanneli slabber,
country head, South African tourism, said A company from south Africa will
jointly promote the seven movies along with the production houses in India.
(Source- public news papers)
Popular movies can increase tourism to the film’s location between
25%-300%
(Source- championtraveler.com)
According to this website, It seems pretty obvious that a popular movie can
increase tourism to the film’s location, So while we weren’t surprised to find
data proving this, we were impressed just by how much it can increase. When
we totaled up all the publicly available data, we found that on average, a
popular movie increases tourism to the featured location by 31%.
After an analysis on 100 popular films with locations where people could travel
to see the film’s location (think Lord of the Rings, less Interstellar) , and pulled
data on tourism trends. Where data was publicly available, we found some
shocking numbers suggesting that a popular film can increase tourism to a
prominent location in the movie anywhere between 25-300%. There is also
research that suggests that this “burst” tourism is a great way to revitalize a
country’s local economy over several years, as the tourism remains fairly
consistent between three and four years.
The one thing that was hard to report was whether or not a movie that takes
place at an already popular destination, if there’s a noticeable increase. For
example, Gladiator is said to have inspired people to visit Rome, and The
Hangover inspired a Vegas travel surge, already two of the most commonly
visited cities in the world. Did the movies increase the overall tourism metric at
all? Or was it just a blip on the map. Unfortunately there isn’t much data
publicly available to prove this one way or the other.
But the impact of film-induced tourism is not only positive. There are several
consequences that have to be carefully analyzed and, as it could be possible,
reduced. For instance, crowding and environmental impact are, maybe, the
most undesirable negative impact of film-induced tourism. Other negative
consequences could be exploitation of the local population and increased
prices.
PRODUCTION INCENTIVES
(Source-NO FILM SCHOOL)
o Cash rebates function similarly to grants and are paid to the production
company in percentages based on qualifying local
expenditures, including labor, production costs, and other services
o Tax incentives are similar to rebates, but the production company must file a
tax return to claim the funds. In turn, the company will receive a credit for
taxes owed on qualifying local expenditures, including labor, production costs,
and other services
o National or regional film funds are limited government-sponsored grants for
which a production must specifically apply
o Tax shelters, relief, or waivers allow investors tax breaks on their investments
Below, we've broken down the world's most attractive production incentives
by continent. Based on our research, you should start thinking seriously about
setting your next film in Colombia (60% cash rebate), Fiji (50% cash rebate), or
Canada (30% to 70% tax credits).
MOVIES AS A TOOL OF MODERN TOURIST MARKETING
(Source-TOURISMOS: AN INTERNATIONAL MULTIDISCIPLINARY JOURNAL OF TOURISM Volume 6,
Number 2, Autumn 2011)
CONCLUSION
The image that we construct for a country is often the sentimental image that
has been created in our minds from narrations of other persons, from books
and, to a large extent, from watching films that have been shot in the country,
utilizing the natural and built environment, the history, certain types of
residents etc, for the plot of the script.. Cinema systematically functions as a
means of escape from the everyday routine and this characteristic is in
common with tourism.
Precisely for this reason, many times, our choice for our vacation destination is
a place about which we have shaped a concrete sentimental image. Most of us
have combined the essence of romanticism with the city of Paris because big
studios have used Paris as the setting for a lot of romantic comedies. This
process leads the spectator to identify himself among the heroes of film and
unconsciously to want to experience a piece of the plot and thus to seek to be
in the corresponding environment. Cinema develops characters, while an
advertising tourist spot tries to pass a message. The difference in the
sentimental memory of the spectator is very important. A spot can be shown
many times during a period, however after the campaign it seldom remains in
the spectator’s memory.
In contrast, the cinematographic film has a long-lasting effect because it
approaches the spectator satisfying his aesthetic preferences and his
sentimental or ideological concerns. Thus the spectator has the tendency to
come back to this. is The purchase of the soundtrack and the again and again
watching of film in video or DVD is characteristic of the trend. This process
adds-in specific value for the tourist development of a region.
It is important for the local and national Organizations of Tourism, the tourist
policy makers, to work out studies for the long term tourist utilization of
cinematographic films that have been shot in their regions.
The incorporation into the recognizable local tourist product strengthens the
uniqueness of the destination, strengthening its brand name and tourist
attractiveness. The cinematographic tourism is a very powerful tool of tourist
marketing and requires careful strategy planning by the Destinations
Marketing Organizations. Finally, concern should be given to support the
locations aiming to experience increased tourist in-flows with adequate
infrastructure and services.
This article has shown that in an increasingly competitive and crowded market
place, destination placement in films and TV shows is an attractive marketing
vehicle that increases awareness, enhances destination image, and results in
significant increases in tourism numbers, succeeding where traditional
marketing efforts cannot. Film tourism offers destinations the opportunity to
generate significant incremental revenue, tourist visits, and economic
development. Based on a thorough literature review and an international
survey of destinations worldwide, this article has provided valuable insight into
this relatively new phenomenon.
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