Cinema and Tourism - ART & TUR 2012
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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
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AGENDA
Tourist places
Film spectatorship as tourism
Film as a motivation for tourism
Tourism development through film
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TOURIST PLACES
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A tourist place is a “rhetorical territory” (Augé,
1998: 113)
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4FILM SPECTATORSHIP
Film spectatorship as (virtual) Tourism
Leisure activity
Time & space travel
Voyeurism
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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
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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
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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
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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
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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!