Popularity of the film leads to Idiosyncrasy

Film Tourism: Popularity of the film leads to Idiosyncrasy of the tourism Destination
In the year 2007, the film “Vicky Christina Barcelona” faced controversy when local tourism
authorities raised a question mark over the purpose of the funding that was awarded to the film.
The local authorities of Barcelona funded ten percent of the film's budget on the condition that
this film will promote Barcelona as a colorful place for the tourists. The authorities were not
happy with the final output of this “subtle promotional film as it failed in delivering the
promotional message.” “In film advertising” is an integral tool of “destination image
management” and this example gives us a case where the exercise failed miserably (D.Privitera,
2015).
The case of the cult film “Casablanca” is even worse; “Casablanca” was released in 1942 and
became a cult classic. It became so popular that the city of Casablanca lost all its identity, the
results of the “Google search” stating “Is Casablanca a real city” testifies the idiosyncrasy
associated with the place. The fact remains Casablanca is the biggest port of Morocco and it is a
beautiful city with all the potentials to attract a tourist. The example of “Barcelona” and
“Casablanca” raised some poignant questions related to the idiosyncrasy of the image when a
tourist destination becomes a part of a strong narrative (J.Connell, 2012).
Above two examples gives rise to a hypothesis related to the “Destination image management”
This hypothesis covers the importance of the “destination management tools in the process and
advocates the need for controlling a powerful endorsement of a destination which has a strong
impact because of the emotional connotations attached to it. This hypothesis goes as under.

Strong narratives of the films and other stories can overshadow the real picture of a tourism
destination. The tools of destination image management can control the outputs of this exercise
while projecting a bigger picture of the attractions and amenities.
A systematic review of various destination image projection tools under the purview of these two
cases can be done with an intention to develop a mechanism supporting a sustainable marketing
plan is the need of the hour for most of the destinations because the promoters of the tourism
industry are now looking for the next level of the virtual tours and other tools that are serving as
a failure because the tourists are now seeking for an experience, rather than just sightseeing.
A systematic review pertaining to destination image management
Croy, W. G. (2010). Planning for Film Tourism: Active Destination Image Management.
Tourism and Hospitality Planning and Management, (Online ) (Available at)
https://www.tandfonline.com/doi/full/10.1080/14790530903522598. (Accessed, 12-1-20)
This journal article gives us a fair idea about the “film tourism.” According to the author, in the
year 2009, more than 2009 film commissions across the world were busy in promoting their
places for “in the film placement” of their destinations, in return, they were offering huge