Experiencing the Story: The Role of Destination Image in Film-Induced Tourism

Introduction

An increase in international travel and the development of the entertainment sector translated into growth for film tourism, which within a relatively short time became a rapidly growing sector of the tourism industry (Hudson & Ritchie, 2006). As Cardoso et al. (2017) note, this phenomenon is included in the relatively new subject of ‘film-induced versus destination branding image’ research. When looking at the contents of destination branding, destination image emerges as the crucial one, as it is the core variable that influences consumers' choices for destination selection and travel related decision making (Cardoso et al., 2017). Therefore, assessing the influence of a particular screen production on the featured destination’s image becomes an important issue within film-induced tourism. Roberson & Grady (2015) suggest that one of the ways to understand the phenomenon of film tourism is to focus on tourists who are at the same time members of fan communities.

A wide scope of theoretical and practical knowledge within the field of film tourism literature has been developed, raising issues such as film tourism phenomenon in general, destination image, marketing and promotional activities, film tourists’ motivations, activities and experiences, and others (Domínguez-Azcue et al., 2021, Gjorgievski & Trpkova, 2012 Hahm & Wang, 2011, Macionis & Sparks, 2009). However, the literature on fans as screen tourists remains scarce. Hence, this chapter focuses on this relatively small group of visitors, represented by fans of fantasy movies. The aim of the chapter is to identify which specific destination image components are more important to specific film tourists; in this case fans of fantasy films. The chapter also considers how particular destinations use films as an aid in promoting and developing their destination image, what location attributes play a significant role in inducing the core screen tourists, and what characteristics should movies possess to generate the potential to induce tourism.