Cinema and Tourism: the influence of the audiovisual in the promotion of Tourism

Marisa Serrenho

ART&TUR

International Tourism Film FestivalBarcelos – 24 a 27 de Outubro, 2012

AGENDA

Tourist places

Film spectatorship as tourism

Film as a motivation for tourism

Tourism development through film

TOURIST PLACES

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A tourist place is a “rhetorical territory” (Augé,

1998: 113)

4FILM SPECTATORSHIP

Film spectatorship as (virtual) Tourism

Leisure activity

Time & space travel

Voyeurism

FILM AS A MOTIVATION FOR TOURISM

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8 out of 10 Britons get their

holiday destination ideas from

filmsThomson Holidays survey,

2004

FILM AS A MOTIVATION FOR TOURISM

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FILM AS A MOTIVATION FOR TOURISM

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Film as a motivation for (physical) Tourism

Film Tourism

Film-induced Tourism

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Successor to literary tourism

Pilgrimage

Film Tourism

Hyper-real tourism

FILM AS A MOTIVATION FOR TOURISM

LOTR / NEW ZEALAND

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FILM AS A MOTIVATION FOR TOURISM

Film INDUCED Tourism

Halo effect

Film as catalyst

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FILM AS A MOTIVATION FOR TOURISM

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FILM AS A MOTIVATION FOR TOURISM

We believe that people come to

understand their world and their

values in narrative (or storytelling)

form. Hollihan & Baaske, 2005: 20

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Film’s persuasion factors - Cohen (1986):

Literary ethos (actors);

Literary logos (logic and reasoning);

and literary pathos (emotions).

FILM AS A MOTIVATION FOR TOURISM

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Film’s attraction factors - Macionis (2004):

Place (scenery);

Personality (characters, actors,

celebrities);

and Performance (plot, genre).

FILM AS A MOTIVATION FOR TOURISM

The Beach, 2000

(Thailand)

Australia, 2008(Australia)

The Sound of Music, 1965(Salzburg)

“NEW” DESTINATIONS

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FILMS IMPACTS IN IMAGE FORMATION

[ TOURIST DESTINATIONS ]

Butler, 1990

Riley & van Doren, 1992

Gartner, 1993

Schofield, 1996

Iwashita, 2003

Kim & Richardson, 2003

Hudson, Wang, & Gil, 2011

TOURISM DEVELOPMENT THROUGH FILM

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FILM IMPACT ON DESTINATIONS IMAGE

PRODUCT PLACEMENT IMPACT FOR BRANDS

TOURISM DEVELOPMENT THROUGH FILM

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Big audience at small budget;

Substantial information about the destination;

Creation/ change of image in a short period of time;

Publicity generated by actors, director.

ADVANTAGES OF FILM AS A MARKETING TOOL :

TOURISM DEVELOPMENT THROUGH FILM

The Lord of the Rings, 2001-2003

(New Zealand)

TOURISM DEVELOPMENT THROUGH FILM

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TOURISM DEVELOPMENT THROUGH FILM

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TOURISM DEVELOPMENT THROUGH FILM

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Thank you!