Analyzing Film Tourism and Heritage in Scotland: A Report

This report investigates the relationship between film tourism and heritage tourism, focusing on the case of Scotland and the impact of films like 'The Da Vinci Code.' It explores how film locations become tourist attractions, influencing visitor choices and boosting the economy. The report delves into the concept of heritage tourism, its types (natural, built, and cultural), and its significance in generating economic growth through job creation and revenue. It also discusses the marketing strategies employed to promote Scotland as a tourist destination, emphasizing the role of film in shaping brand identity and attracting visitors. The report highlights the economic influence of the film industry, particularly in the UK, and the ways in which it contributes to the promotion and advertisement of tourism. It also touches upon the historical context of Scottish heritage and its appeal to both domestic and international audiences. The report emphasizes the impact of film tourism on increasing the number of tourists, employment opportunities, and overall economic growth in Scotland. The report also analyzes the film's ability to increase the interest of tourists by using various marketing strategies.

TOURISM CONCEPT

Table of Contents
INTRODUCTION...........................................................................................................................1
Cinema of Tourist Attractions ...............................................................................................1
British Heritage – Scottish Heritage.......................................................................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Film tourism as Heritage Tourism revolve around the extended promotional activities of
The Da Vinci Code which was regulate by Visit Scotland. This article states that film tourism
can be considered as a part of heritage tourism (Travel & Tourism Marketing, 2017). Since
Scotland is a country that is rich in its heritage culture includes art tourism and literary, whose
brand recognition is somehow different as compared to England. The Da Vinci Code, appeals as
Braveheart to its local residents which appeals as a description of Scotland to its international
audience. By evaluating the history related to the film's construction becomes the evident that
creates sense of belonging and return evoked by the Scottish people that can resonate the
featured scenario with the cultural and heritage of Scotland Tourism (Alvarez and Korzay,
2011). This article generally covers the improvement of current development related to film
tourism. This further states that how the film industry has a great impact on heritage tourism in a
broader way. Scotland can be considered as small nation that heads towards the development
various practices related to the film tourism. This report also covers different range of practices
and activities that was conducted by Hollywood Production, which also describes the
interrelation between heritage and film tourism.
Cinema of Tourist Attractions
Film Tourism that lasts its impact on the heritage culture of the country considers as the
global phenomenon which attracts the large number of customer. According to (Watson, 2011),
recent survey has been conducted which defines the criteria of attracting large consumers has
increased critically. Film industry emphasise on increasing the knowledge of people in context of
the film and promotes the rich culture and tourism. The Da Vinci Code based on the murder
mystery where a person travels to Paris and London and discovers the facts that reveals the main
idea behind the bizarre murder. This film generally analyse the impact of heritage and rich
culture on different place and place. According to the Beeton, 2014 different places used by the
film attracts and influence the potential target customer to visit those places which ultimately
increases their demand. The film has impact on social, geographical and economic aspect of the
following country which often increase the demand of tourist and travellers. Tzanelli continues
to put their great efforts towards enhancing the local as well as national culture of the country.
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This article states the inter link connection between the film and the tourist country, as this
phenomenon specifies the relationship that defines rich culture of the Scotland and various
tourist attractions. According to the survey it has been believed that almost different locations
used in film influence the customer choice in context of tourism. This film was featured around
the different destination of Scotland which ultimately promoting the culture of Scotland. Along
with this Film tourism includes different kinds of technologies that are tourist oriented in the
form of drone equipments, portable panorama etc. used by the cited film which makes consumer
to stand their and observes the way in which they are using that. Visit Scotland has used the film
Da Vinci Code which promote their country to transatlantic travellers and tourists. The main idea
behind this to sharpen the potential tourist awareness in context of its rich heritage culture and
tourism.
This ultimately effects the overall economy of the country which raises the standards of
living and GDP of a particular country (BeAlvarez and Korzay, 2011). Huge Tourists give rise
to various employment opportunities in the country which results in growing the per capita
income of Scotland. Basically this can be considered as an innovative way that has been used by
various film director as well as television director in order to promote the culture of Scotland.
Heritages and film tourism are considered as tactics and medium of emphasizing the scope of
advertisement in travel and tourism sector. Da Vinci Code is one is mystery thriller novel which
was written by Dan brown. One of the most interesting factor of this novel is imagination and the
way of emphasising the story is very impressive and attractive. It explain the theory of religious
history. There is a murder mystery is designed in such an manner that it gives live experience to
readers. All the destinations and places which are discussed in this novel affected the interest of
tourist and people in effective manner (Neton, 2016).
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(Source: Scotland Tourist Attractions)
Today advertisement and marketing tactics have been reached at extreme level. Heritage
and film tourism provides a wide rage of feasibility and introduced a new idea of promotion and
advertisement. Entrepreneurs and business specialist which are aligned and linked with business
of travel and tourism sector, the concept of da Vinci code may help lots of valuable techniques
to them. This novel defines lots of about history of Christianity and holy grail. There are many
historic destination and places of Scotland are described in this field as Roman Catholic church,
Vatican city etc. This novel not only increase the interest towards history but also create curiosity
in reader to know the facts in reality.
The mystery of Da Vinci Code move around a murder in the Louvre Museum in Paris.
This become the reason of battle between the Priory of Sions and opus dei. Columbia pictures
implemented and accept this idea and present this concept in picture format in front of viewers.
Church of st. Sulpice, (Paris), Fairfield Hall of Croydon in Surrey, Opus Dei monk silas;
monymarte, Paris, the Pyramid, Lourve, (Paris) are the major destinations which are used in the
film. Direction and way of representation of this film lead this concept to many awards and
applauses. After this incident the number of visitors and tourist in Paris and France got increased.
It was awarded by its tourism industry to encourage directors and business specialist to promote
tourism sector in graphical format. After these there are multiple documentaries and short films
are designed around historic places and tourist destinations to promote and advertise tourism
sector.
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Illustration 1: Tourist Attractions

Films tourism and heritage films are now considered as advertise and promoting tools to
boost the scope of tourism and travel of country. In UK there are lot of places and destinations as
Cadbury Castle, Daw's Castle, Roman Rigde, Melbourne Parish Church are the destination
where huge number of rush could be seen. Film and heritage tourism is also an art which of
representing the image of tourism. This helps in building and improve the level of curiosity and
interest of tourists.
Qualitative approaches to tourism:
Tourism not only matters due to its size but because of role that is plays in society. It is
an essential cultural and social practice that requires to take seriously. Tourism is seen from
perspective of tourists instead of destinations. It is a central element of modern identity
formation.
Conceptualising Tourism
There is a tradition of work which is
concerned with administering more
and broader understanding of tourism. It is an important social as well as cultural
practice that has considerable affects on places and people.
British Heritage – Scottish Heritage
Heritage tourism is one of the most important and oldest generators of tourism. Activities
related to it are essential for overall tourism experience. The main advantage of tourism in
encouraging economic growth is depicted by gaining the number of jobs available in that
destination, in both direct or indirect way in the firms which administer services that are essential
for tourist. According to Bolan, Boy and Bell, (2011) hydra report ascertained the “Braveheart
effect” in 1997. In 2000, further data of same import for film tourism and industry brought for
United kingdom as a whole. The economic influence of film industry & stately attraction: how
television and film programmes encourage tourism in united kingdom. The authors of these
reports defines that tourism is a profit making industry. In every 5 overseas visitors to united
kingdom, one of them give recognition to either television or films as motivators for visit to a
specific destination. Among the different ways in which the influence of film industry of UK is
specified in these reports, a prominent role is played by the film tourism in each. The economic
influence of film industry of united kingdom gives around 10 % of the study to film tourism.
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About £1.8 billion tourist spend in UK films. Stately Attraction observes the vitality of film of
united kingdom for the publicity of UK in forms of identifiable brand identity as a ' history
steeped country'. The report suggests that, it is that historical brand which most effectively
encourage film tourism.
(Source: Scotland Tourist Analysis, 2017)
Despite this, Scotland is frequently discussed and represented in these reports. In context
of experience of heritage tourism, united kingdom is considered as homogeneous. The Scotland
association, with the ancient steeped in romance and myth characterise the particular Scottish
heritage brand. David & his co-authors more precisely assert that, even though heritage industry
of Scotland is similar that of England, a good of establishing post industrial economy of British
of 1970s & 1980s, however Scottish heritage discover its definite origin in 19th century Scotland.
In specifically, it includes the quality of tartany. Scotland is a country with prolonged
history as a place for heritage tourism. It includes art tourism and literary, whose brand
recognition is slightly different from England. As a result of its particular domestic history, a big
world-wide diaspora that Scotland has, which believe of itself as Scottish, & back from
Australia, United States of America, New Zealand and Canada – to incident like homecoming
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Illustration 2: Percentage of Scotland Visitors

Scotland to revitalize with its origin in the way of heritage tourism. The Da Vinci Code , appeals
to this world wide audience by its delineation of Scotland. By evaluating the history of
construction of the film, and the shoot scenes antecedently featured in photographs and
paintings. Because of presence of this history, the place attracts the tourists more. It is that place
where tourist wants to visit because of its exhibited or inherent cultural or natural value, built
beauty, amusement, offering leisure, significance, and adventure.
Types of Heritage:
Natural Heritage: It includes Protected areas
and National Parks.
Living Cultural Heritage: Food, fashion and custom are part of this heritage.
Built Heritage: It involves Historic cities
, Monuments
, Cathedrals
and Castles.
Industrial Heritage: Under this, components of region’s past
which were influential in its
development
and growth. For example, lumber activity,
coal, textiles etc.
Tourist destination is that area, that rely on revenues increase to significant level from
tourism. The industry generates benefits for both tourist home and host country. The prime
motivation in developing countries for a area is to support itself as touristy destination. Tourist
attractions can provide employment and foreign exchange incomes and contributes to
government revenues and local economies (Busby, Ergul and Eng, 2013). It also stimulates the
infrastructure of investment. Development of these destinations creates new opportunities of
employment which results in improve in living standards of local population. In simple words, it
is human activity which focuses on analysing the actual needs and wants of the customer and
then modify the services and packages so that maximum level of satisfaction can be provided in
effective manner.
Scotland Tourism also plays a significant role in generating employment opportunities in
their country. As during the peak season, number of visitors increased tremendously which gives
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an urge to give job to local residents so that they serve the tourist in most effective and efficient
way which results in increasing their market share and profits. There are two principles on which
the marketing concept works: first one is analysing the needs and wants of the customers and
then fulfilling them in appropriate way and second one is profit should be made by the company
while providing products and services in effective manner. Tourism marketing also helps in
determining the appropriate quality of products and services. Therefore it can be said that
marketing is an essential part of the tourism and they both are interrelated to each other (Connell,
2012). Growth and success of the tourism is basically based on the marketing and thus that helps
in achieving the aims and objectives of the company as well as personal goals in effective
manner .
CONCLUSION
Film industry generally promotes the rich heritage and culture of Scotland. It has been
figured out that different locations that has been used by the film director in their films influence
the huge tourist to visit those places. Government enforces various laws and regulations that
promotes the Scotland Tourism. For instance, residents of local people can give their mansion to
film industry, also other tourist places can be used which often increase their demand among the
local respondents. Various authors foregrounds the attractive and appealing destinations of
Scotland which influence the local and non-local residents to visit those places. The Da Vinci
Code acts like Braveheart which depicts the Scottish diaspora often related to its rich heritage
tourism and culture. Film Directors generally emphasise on discovering the unknown places and
make them available among tourists and travellers. This enables to increase the overall growth
and economy of the country in respect to their GDP and per capita income.
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REFERENCES
Books and Journal
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Soliman, D. M., 2011. Exploring the role of film in promoting domestic tourism: A case study of
Al Fayoum, Egypt. Journal of Vacation Marketing. 17(3). pp.225-235.
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Travel & Tourism Marketing. 2017. [Online]. Available through. <http://www.ttmworld.co.uk/>.
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