According to review two articles, which an article
is published in 2011 Worldwide Hospitality and Tourism Themes and the other one
is published in 2010 European Journal of Tourism Research. We can better
understand what kind of benefits and challenges of destination marketing
because of film tourism development.
Movie plays an important role in popular cultures, which also important
to impact the members of society. This means movie may become a communication
tool to publicize some product. So, the place appearance in the movie will be
as a product to make people interesting, so that enhance the destination of the
image (Saltik, Cosar & Kozak, 2010)[1]. As the results, the way of publicizing destination
will attract more and more people arrive the destination of the movie shot set,
which means film tourism will bring benefits to the destination as well as more
challenges to destination marketing.
Film tourism development is benefiting for
destination marketing. Saltik,Cosar and Kozak (2010), stated that film-induced
tourism will directly impact visitor’s travel decisions making, which means a
successful movie will increase film-induced visitors’ demands, so that they
have a stronger desire to visit the place which is appearance in the movie.
Croy (2011)[2] indicated that the potential film-induced tourism
to provide sustained economic contribution to destination, which means
film-induced tourism development have an inseparable relationship with economic
sustainability of the destination. For example, film tourism development can
give more employment opportunities to the destination, and meanwhile,
film-induced tourists will push local manufacturing industry development such
as handicraft products. In addition,
film can make visitor help to find the familiarity feeling to the destination,
which will influence visitor’s behaviours (Saltik, Cosar &
Kozak, 2010). This means encouraging film-induced tourism is
beneficial to promote visitor’s satisfaction, so that stimulating their future
behaviours and repeat visitors intentions. Moreover, movies also can stimulate
some derivative industrial development or other products, such as the hotel
industry, the movie theme parks and products about the movie. Warner Bros.
Studio Tour in London, which is a movie shot base of Harry Potter, and it is a
good example to explain film tourism is benefits for destination marketing.
This studio attracts many Harry Potter fans to visit, people can experience and
understand the movie making process (Learn more), and they also can buy some products about
the movie such as broomsticks, witches’ hats and Harry’s trademark wire
spectacles. Therefore,film tourism development is beneficial the destination market.
At the same time, film tourism also challenges for
destination marketing. Saltik, Cosar and Kozak (2010) indicated that due to
fast- growth popularity or movement of film-induced tourism, local residents
and tourism marketer begin to concern about the negative impacts of
film-induced tourism. Some local residents complain the film tourists who
violate their daily life, coursing traffic jams and overcrowding, and not
achieved expect benefits. For the marketer, they are aware of diversified
marketing strategies and destination management strategies are important to
impact film tourism development. Thus, tourism marketer should let traditional
marketing change to be diversified.
However, some of other factors are also challenging for destination
marketing. Croy (2011) indicated that the film-induced tourism may have a lot
of barriers to people travel, which including resource availability such as
time and money, the accessibility of the destination, such as visa control and
transport limitation. This means above factors will interrupt film-induced
tourist to travel the film destinations. Therefore, people need to consider
about above challenges and find suitable solutions to face those challenges.
In conclusion, film-induced tourism development is
closely associated with the film destination marketing, the benefits and
challenges intertwine in film tourism. So, in order to film tourism
sustainability, film tourism stakeholders need to find solutions to face the
challenges.
[1]Saltik, I.
A., Cosar, Y. & Kozak, M. (2010). Film-induced tourism: Benefits and
Challenges for Destination Marketing. European
Journal of Tourism Research, 4(1), 44-45. Retrieved from
http://search.proquest.com/openview/16d07e21eeacd7ad3d842dad324006d9/1?pq-origsite=gscholar
[2] Croy, W. G.
(2011). Film tourism: sustained economic contributions to destinations. Worldwide Hospitality and Tourism Themes, 3(2),159
– 164.Retrieved from http://dx.doi.org/10.1108/17554211111123014
No comments:
Post a Comment