Film Tourism Triangulation of Destinations

Abstract

Marketing of destinations through films by product placement is a new phenomenon apllied by DMOs since they have realized its economic impact on driving tourists to destinations by creating a desirable image visually and literally in films. In order to support film tourism that enhances the brand image of the destination DMOs adapt many activities to attract filmmakers through various strategies. In this regard film tourism is studied by many scholars but for the first time this research aims to center both qualitative and quantitative research in addition to the literature review. This study targets all the members of DMAI with their activities related to destination marketing before and after the release of films through a quantitative research. In addition each destination website was examined to find out how destinations benefit internet technology through a list of items in terms of destination marketing. The results provide fruitful implications both for scholars and practitioners. (C) 2014 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/).