Film Tourism: Popularity, Destination Idiosyncrasy, and Analysis

This report delves into the multifaceted impact of film tourism on destination image management, exploring how popular films shape perceptions and influence tourist behavior. It begins by examining the controversy surrounding the film "Vicky Christina Barcelona" and its promotional failure, followed by the extreme case of "Casablanca," where the film overshadowed the city's identity. The report introduces a hypothesis emphasizing the need for destination image management tools to control the narrative and project a balanced view of attractions. It reviews various destination image projection tools, referencing studies that highlight the potential of "in-film promotions" and the importance of assessing the gap between real and ideal images. The report also examines the concepts of "media pilgrimage" and "cinematographic tourism," discussing success and failure stories in film tourism advertising. Furthermore, it explores how film tourism can aid in destination image recovery, as seen in Zimbabwe, and the triangulation process to view destinations from different viewpoints. The analysis underscores the significance of storytelling and narrative in shaping destination images, promoting a postmodern approach to tourism and the potential of film tourism as a strong medium for promotion.

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

discounts. However, such types of promotions often present an “incidental image” of the
destination which can be harmful to the “organic image.”
In order to bring down this gap, destination managers can go for regular image assessment of the
destination, the gap between the real image and the ideal image can be filled with the help of
right injunctions and “in film promotions” can be utilized as another mileage for the advertisers.
Juskelyte, D. (2010). Film Induced Tourism: Destination Image formation and development.
Regional Formation and Development Studies, ISSN 2029-9370 (Print), ISSN 2351-6542.
“Media Pilgrimage” and “Cinematographic Tourism” are the two keywords that form the crux of
this study. The author presented the success and failure stories of previous attempts of “in film
tourism advertising”. According to the author, the act of tourism destination image management
can add a cultural perspective into the exercise and bring a viewer closer to the real experiences
associated with the destination.
The author promotes the concept of storytelling while subtly promoting activity as the best tool.
According to her, the destination image management with the help of narratives is a postmodern
tourism phenomenon. In the coming future when the means of communication will find a better
reach, “in film” promotion of the “tourism destinations” will emerge as a strong medium.
Farai, K. (2018). The potential contribution of film tourism to destination image recovery in
Zimbabwe. African Journal of Hospitality, Tourism, and Leisure, Volume 7 (3), (Online )

(Available at) https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_6_vol_7_3__2018.pdf.
Accessed 12-1-20.
Zimbabwe is not receiving a fair amount of tourism activity because of the negative perceptions
attached to the country. A compilation of the facts presented by tourism Scholar Kanokanga
systematically studies the reports of various surveys done on the exit and transit points of the
popular destinations of Africa. According to this compilation, the most interesting fact was
related to them ineffective presence of the existing mediums of advertisement; most of the
commuters ruled them as fabricated picture postcards.
The author pinpointed the presence of “destination attributes” in the “in film promotions” of the
destination. This study also emphasizes on the multiplier of both films and tourism industry, the
arrival of international filmmakers in Zimbabwe has this potential to support the local economy
and support the country in multiple ways by creating “cinematography originated destinations”
in the country.
Adan, O. (2014). Film Tourism Triangulation of Destinations. Science Direct, (Online )
(Available at ) https://pdf.sciencedirectassets.com/277811/1-s2.0-S1877042814X00443/1-s2.0-
S1877042814039949/main.pdf?X-Amz-Security-Token=IQoJb3JpZ2luX2VjELf%2F%2F%2F
%2F%2F%2F%2F%2F%2F%2FwEaCXVzLWVhc3QtMSJGMEQCICpAHS4Bsek
%2BurYXuY70JMCV%2Ft7A%2BBE6rHKpY0VbhQZnAiAgc4EIgO. (Accessed-12-1-20).

The process of triangulation allows a researcher or a destination manager to have a look at any
given destination from two or more distinctive viewpoints. Tourism marketing Expert Adan
created a framework where he jotted down the needs and purpose of a family when they are out
for tourism. According to his studies, the concept of “in film Advertising” can satisfy the
conditions of various dimensions associated with the destination. While pinpointing towards the
assimilation of the images and messages two different sets of images for any given destination
can be acquired.
This article promotes a different method of research, where instead of collecting data with the
help of homogenous question materials, independent researches can be launched to collect the
point of view of different people and later on this triangulated data can be utilized for the
creation of triangulated messages for the masses.

References
Adan, O. (2014). Film Tourism Triangulation of Destinations. Science Direct, (Online )
(Available at) https://pdf.sciencedirectassets.com/277811/1-s2.0-S1877042814X00443/1-s2.0-
S1877042814039949/main.pdf?X-Amz-Security-Token=IQoJb3JpZ2luX2VjELf%2F%2F%2F
%2F%2F%2F%2F%2F%2F%2FwEaCXVzLWVhc3QtMSJGMEQCICpAHS4Bsek
%2BurYXuY70JMCV%2Ft7A%2BBE6rHKpY0VbhQZnAiAgc4EIgO. Accessed 12-01-20
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 12-01-20
D.Privitera. (2015). Alma Tourism. Journal of Tourism, Culture and Territorial Development,
AlmaTourism Special Issue N. 4, 2015: Privitera D.
Farai, K. (2018). The potential contribution of film tourism to destination image recovery in
Zimbabwe. African Journal of Hospitality, Tourism, and Leisure, Volume 7 (3), (Online )
(Available at)https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_6_vol_7_3__2018.pdf.
Accessed 12-01-20
J.Connell. (2012). Film Tourism: Evolution, Progress, and Prospects. Progress in Tourism
Management, 31-32.
Juskelyte, D. (2010). Film Induced Tourism: Destination Image formation and development.
Regional Formation and Development Studies, ISSN 2029-9370 (Print), ISSN 2351-6542