Exploring the Role of Kamloops Film Festival in Tourism Development

This report investigates the Kamloops Film Festival's function as a tourism driver, examining its goals, challenges, and relationship with tourism development in Kamloops. The study utilizes secondary data to analyze the festival's impact, including its cultural elements and the issues encountered by org...Read More

Running head: TOURISM RESEARCH
TOURISM RESEARCH
Name of the student
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Abstract
The research is aimed at identifying the role of Kamloops film festival as tourism attraction. In
this relation, the research enumerated the different issues that are encountered by the event
organizers, which challenged the capability of attracting the attention of the target audience. The
research is undertaken through the utilization of secondary data collection methodology which
enabled the study to evaluate qualitative data from different articles and reports. On the other
hand, the data that was analyzed through critical assessment of the factors relating to the goals of
Kamloops film festival and the steps that might be considered by the event organizers while
developing the same into a tourist attraction. Therefore, the major purpose of the research was to
evaluate the capabilities of the film fest while developing into a tourist attraction and the manner
in which it played an important role in supporting tourism activities in Kamloops.

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Table of Contents
1. Introduction..................................................................................................................................3
1.1 Purpose of project..................................................................................................................3
1.2 Research aim and objectives..................................................................................................3
1.3 Research questions.................................................................................................................3
1.4 Rationale and significance of project....................................................................................4
1.5 Definition of terms.................................................................................................................4
1.6 Description of report content.................................................................................................5
1.7 Clarification of limitations.....................................................................................................5
2. Literature review..........................................................................................................................5
2.1 Value of cultural events in promoting tourism......................................................................5
2.2 Challenges faced while turning events into tourist attractions..............................................6
2.3 Goal of Kamloops film festival.............................................................................................8
2.4 Relation of Kamloops film festival with tourism development.............................................9
3. Methodology..............................................................................................................................14
3.1 Research Philosophy............................................................................................................15
3.2 Research Approach..............................................................................................................15
3.3 Research Design..................................................................................................................16
3.4 Data collection process........................................................................................................17
3.5 Ethical consideration...........................................................................................................18
3.6 Time frame...........................................................................................................................19
4. Analysis and discussion.............................................................................................................19
4.1 Concept of tourist attraction and Kamloops Film Festival..................................................19
4.2 Cultural element in Kamloops Film Festival.......................................................................20
4.3 Issues faced by Kamloops film festival in developing tourism...........................................21
4.4 Recommendations for the issues faced by Kamloops film festival while developing
tourism.......................................................................................................................................23
5. Conclusion.................................................................................................................................24
References......................................................................................................................................26

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Topic: The role of Kamloops film festival as tourism attraction
1. Introduction
1.1 Purpose of project
The purpose of undertaking the research is to identify the role played by the Kamloops
film festival as a tourist attraction. The research will help in understanding the value of the
Kamloops film festival and the manner in which it attracted the attention of the people and
tourists from all around the world. Moreover, the research will delineate the goal of the film
festival in further developing the tourist attraction. It will help in identifying the significance of
the film festival in the context of tourism attraction.
1.2 Research aim and objectives
The aim of undertaking the research is to explore the role of Kamloops film festival as tourism
attraction.
The objectives for the research are:
 To understand the value of cultural events in promoting tourism
 To identify the goal of Kamloops film festival in developing tourism
 To explore the relation between Kamloops film festival relating to developing tourism
 To recommend activities for developing tourism attraction through Kamloops film
festival
1.3 Research questions
The research questions are:

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 What is the value of cultural events in promoting tourism?
 What is the goal of Kamloops film festival in developing tourism?
 How is Kamloops film festival related to tourism development?
 What are the recommended activities for developing tourism attraction through
Kamloops film festival?
1.4 Rationale and significance of project
The rationale for undertaking the research is to examine the history of Kamloops film
festival and the manner in which it acted as a potential tourist attraction while using it as a guide
to bring forth modification in the film category selection. The research will help in identifying
the activities that might be undertaken by the tourism developing agencies and the promotional
bodies in order to attract the attention of most of the tourists. On the other hand, the research
will also help in identifying the changing preferences of the audience, which will help in
categorizing and screening the films to maximize the rate of attracting the attention of the
tourists.
1.5 Definition of terms
Tourist attraction- A tourist attraction might be stated as a place of interest, which is known for
natural or cultural value, historical significance and offers leisure to the tourists.
Film festival- A film festival is a presentation of films in different screening venues, which is
undertaken in a single city or region. The essence of the film festival is based on the depiction of
culture and heritage of film making.
Cultural event- A cultural event is an event, which portrays a vivid range of cultural values in
order to attract the attention of huge number of visitors.

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1.6 Description of report content
The Kamloops Film festival was first inaugurated in the year 1997 with the view of
empowering the Canadian, International and Independent Films (Kamloopsfilmfest.ca., 2019).
The special guests and the excellent choice of the films developed the festival to a tourist
attraction. The report will aim at understanding the role of the event in the context of tourism
attraction and the manner in which it might be developed.
1.7 Clarification of limitations
The research might be limited by insufficient financial resources, which are required for
gaining accessibility in different libraries. On the other hand, the limited time span might affect
the quality of the research study.
2. Literature review
2.1 Value of cultural events in promoting tourism
Whitford and Ruhanen (2016) stated that the cultural events play a major role in
developing tourism through attracting the attention of the tourists. Tourist attractions are
specifically based on providing the audience with recreation and leisure, which might be
considered as an ultimate goal of the events. The different activities that are undertaken by the
event organizers are dependent on the assessment of the changing preferences of the audience.
Harbord (2016) stated that assessing the needs of the tourists and the audiences helps the event
managers in developing useful resources in order to facilitate the success. The different forms of
events and their target audiences vary according to the demographic considerations. In this
context, Kinnunen and Haahti (2015) stated that the target audience of a sports event is different
from that of a cultural event. The event organizers identify the preferences of the people, which

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help the same in planning and scheduling the activities. Kabanova and Vetrova (2017) stated
that the cultural events represent the local and regional cultures which attracts the attention of
huge number of tourists and researchers. Richards (2014) also noted that the people from
different cultures show their interests in promoting different public displays and civic rituals for
collective celebration. The cultural events help the organizers in attracting the attention of huge
number of audience from all around the world while developing recreational activities. Hudson
et al., (2015) noted that a tourist attraction is specifically based on a cultural value or scenic
beauty that is proposed by the place. The cultural events help in portraying the cultural value,
which attracts the attention of huge amount of audience. Therefore, cultural events play an
important role in promoting tourism and developing the same through drawing the attention of
the intended audience from all around the world.
2.2 Challenges faced while turning events into tourist attractions
Bennett and Woodward (2016) stated that there are certain challenges that are faced by
the cultural event organizers while promoting as per the tourism needs. Özdemir and Adan
(2014) stated that the major challenges that might be faced by an event organizer are suitable
promotional tools, lack of suitable venue selection, financial constrains, lack of security
interventions for the audience and the like. Lack of promotional tools and social media
integration might affect the capabilities of the event organizers in making huge range of target
audience aware of the propositions. Sigala (2017) stated that the lack of promotional
mechanisms might affect the capabilities of the event organizers in encouraging the wider
involvement of the target audience. Devesa et al., (2015) stated that the wider utilization of the
promotional techniques assists in making the target audiences aware of the different cultural

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activities. Specification of the activities helps in attracting the attention of the interested
audiences.
Pearcy et al., (2014) stated that the utilization of wider range of social media platforms
helps the event organizers in making the target audience aware of the venue, timing and the
activities that will be undertaken in the event. In this context, Tanford and Jung (2017) noted
that transmission of knowledge relating to the event will help an organizer in drawing the
attention of huge number of target audience from all around the world. Therefore, lack of
proper utilization of social media platforms might affect the capabilities of the event organizers
in making the target audience aware of the event propositions. On the other hand, the lack of
suitable promotional tools might affect the capabilities of the event organizers in developing the
event into a tourism attraction spot. Girard and Girard (2015) stated that promotion helps event
organizers in providing specific knowledge to the audience which attracts their interests.
However, lack of suitable promotions might result to lower rate of audience awareness, which
might constrain the capabilities of the event to develop into a tourist attraction.
On the other hand, Hier and Walby (2014) stated that the lack of suitable venue selection
might affect the capabilities of the event organizers in upholding the efficiency of the event.
Venue selection is one of the major factors that affect the success factors of an event. Kassens-
Noor et al., (2015) stated that the event organizers estimate the number of audience and assess
the capabilities of the venue in accommodating the same numbers. However, miscalculation
while selecting a venue might challenge the capabilities of an event organizer in providing
accommodations to a huge number of audiences. Smith (2015) stated that lack of suitable venue
selection might also affect the exposure of the event resulting to failure. The most intriguing
success factor of an event is based on the exposure and the attendance of the target audience.

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Therefore, lack of proper venue selection challenges the capabilities of an event in gaining
maximum exposure in order to attract the attention of the target audience.
Beirman, Ritchie and Campiranon (2014) stated that lack of safety and security of the
audience might again affect the capabilities of event organizers. The crowd safety measures and
risk assessment are the major areas, which require the attention of an organizer. However, the
lack of proficient risk assessment and mitigation might endanger the life of the audience.
Whitford and Ruhanen (2016) stated that crowd management and contingency planning helps an
event organizer in maintaining the efficiency of the operations in accordance to the success based
needs of the program. Lack of suitable crowd management and risk mitigation strategies might
adversely affect the life and security of the audience. It might affect the capabilities of the event
organizers in developing an event as a tourist attraction. Tourists are specifically attracted to the
destinatiosn, which are safe and secure from any threat. However, the lack of proficient crowd
management initiatives and risks relating to security might result to loss of significant number of
audience.
2.3 Goal of Kamloops film festival
The Kamloops Film fest aimed at attracting the attention of the film enthusiasts since its
inception (Kamloopsfilmfest.ca., 2019). The film fest aimed at developing the Canadian film
industry through screening of the Canada based movies (Sel & Aktas, 2019). On the other hand,
the involvement and screening of the films from different continents has helped the event in
attracting the attention of tourists from all around the world. The event organizers planned
different strategies in order to involve the interests of all the concerned audience through suitable
promotion and involvement of the same. Kabanova and Vetrova (2017) stated that diverse range
of propositions in an event helps an event organizer in maximizing the rate of target audience.

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The goal of the fest is to maximize the rate of target audience through involvement in the events.
In this relation, the concerned event organizers have taken steps to develop different award
functions, which have helped in encouraging the involvement of the target audience. On the
other hand, the short span of the event created urgency in the mind of the audience relating to
attending the event. Therefore, the major goal of the Kamloops Film fest is to develop suitable
promotional activities for attracting the attention of maximum rate of audience. On the other
hand, the event also aimed at screening diverse range of films in different languages in order to
enhance the cultural elements of the same (Kamloopsfilmfest.ca., 2019). Harbord (2016) stated
that the development of the cultural elements helps an event in maximizing the scope of
attracting attention of tourists from all around the world. Therefore, the event aimed at the
development of the film industry in Canada through the conjugation of different cultural
elements while supporting tourism.
2.4 Relation of Kamloops film festival with tourism development
Tourism and cultural events have a deep correlation in order to develop tourism
opportunity in a region. As per the research of Báez and Devesa (2014) it can be argued that
most of those cultural events are tourism driven and putting a great emphasis on maximisation of
visitors. In this context, the research of Özdemir and Adan (2014) articulated that there are huge
consequences of the events that can facilitate development in the tourism industry. The events
can be classified as planned and unplanned and subject to event management. The planned
events are required setup, management, executives and the certain length of time. The cultural
events are belonged to the planned events. According to Devesa et al., (2015) the planned events
are highly and significantly resembled with the practice of developing the tourism from many
perspective. Creating job opportunities in the events and the unique attractions will facilitate a

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pertinent approach for developing a better environment for tourism. The supported industries are
also developed in such a manner that creates further advantage to bring an effective tourism
industry. Cultural underpinnings are also created plethora of opportunities for the local tourism
as the local communities are also get involved in the process and influence to set up tourism pre-
dominantly.
In this regard, there are some factors of the events, more specifically for Kamloops film festival
to build up a local tourism. The factors are as follows,
Socio-cultural impacts
As far as the social and cultural impacts are concerned, it can be stated that film festivals
are responsible to develop such a gathering where both the local community and the visitors can
exchange their views and cultural values. The research of Manthiou et al., (2014) opined the
cultural impacts as a primitive social gathering where people do share their values and
understanding regarding different practices of life. The primitive concept is transformed into
industry in association with the modern events of large scale corporate and government
controlled organisations. Moreover, it can also be seen that the ability of those events in
attracting the tourists and assimilating the host communities are also identified as important
matter for shaping industry in a local and small region (Hudson et al., 2015). Furthermore, from
the community perspective, the creativity of the residents and their participation in the process of
organising the cultural events is contributed to the success of a tourism practice. Cultural
enrichment is the bottom line of tourism development that makes the local people aware with the
international practices. As a matter of fact, the tourists from different parts of the world or nation
are also get acknowledged with the local practices that create a bond between the locality and

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national and international aspects. as Kabanova and Vetrova (2017) stated that the positive
cultural exchange is one of the significant contributing factors for developing tourism therefore
procuring a better cultural ethos and practices will create better process for tourism development.
In this context, Kamloops Film Festivals has a direct impact on the local community
development. As the cultural values and ethos are intertwined with this festival henceforth it is
effective to establish better tourism industry. It can be stated that the visitation of the
international visitors and a strong film buff culture in Kamloops pushes the event managers to
exploit the opportunity to bring the local community and the international visitors under one
canopy. However, it also requires the establishment of accommodation and restaurants for the
visitors including other refreshments that paves the way for fostering an effective environment of
tourism development in Kamloops.
Economic impacts
The strategic advantage of the film festivals is also considered to be an important aspect
for developing tourism. The magnanimity of film festivals is associated with a number of support
industries like hospitality and restaurants. For an instance, it can be seen that the film festivals
are the gathering place for people of different cultures. A number of people are coming in the
festivals and watching movies is not the only purpose they possesses. Therefore, Tanford and
Jung (2017) opined that the tourism is part and parcel of the film festivals and helps the festival
to achieve success effectively. In respect to this, the film festivals are also responsible to bring
more customers and visitors for the hotels and restaurants. The research of Richards (2014)
connotes that the correlation between the tourism industry and film festivals can be portrayed in
terms of maximisation of the visitors and both the festival and the tourism industry can get the

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profitable resonance by assisting each other. In addition to this, Báez-Montenegro and Devesa-
Fernández (2017) articulated that the film festivals are using private owned infrastructures like
the hotels, restaurants and venues. Those infrastructures are considered to be the key factors to
develop tourism industry in a particular region.
In case of Kamloops as well it can be stated that the film festivals plays a significant role
in order to develop the tourism industry. As per the report of O'Connor and Kim (2014) the
annual total expenditure in Kamloops is $270 million and 10% of the tourist expenses is
belonged to the film festival hosted in Kamloops. As a matter of fact, Sel and Aktas (2019) also
stated that the foundation of world class restaurants and hotel chains are also considered to be a
result of that Kamloops film festival. During the 2019 season more than five thousand people
were visited in the film festivals and it boosted the local tourism extensively.
Strategic impact
In respect to this, the strategic impact of the film festivals cannot be denied and those
events are strategically organised in order to maximise the tourists. As Pearcy et al. (2014)
pointed out that the film festival events like other cultural events attracts a great number of
visitors therefore, the local tourism industry does not have to take extra initiative to promote and
advertise the local tourism industry. The cost effectiveness of the local hotels and restaurants
make it profitable and easier for both the film festivals and restaurants and hotels to establish an
effective tourism development in the region. Moreover, there is another important aspect to
address. The research of Hier and Walby (2014) pointed out that film festivals were used as a
measure to attract more customers during the off seasons. In every tourist industries there is an
off season where the local hotels and restaurants do not get adequate profit despite of having the

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ability to perform effectively. As a result of that the cultural events especially film festivals will
develop a strategic measure for the local tourism industry to continue business event in off
seasons. As a result of that it provides an all season business activities for the tourism industry
and ensure to increase profitability to a great extent.
In case of Kamloops Film Festivals also this kind of strategic advantage can be seen
where the festival is dedicated to maximise its visitors that subsequently leaves a great impact on
developing an effective tourism in that region. The international tourists are also included into
the list of possible tourists therefore procuring international standards of hospitality services are
required for the local hotels and restaurants. As a result of that the quality of service and the
management planning will cater the best possible service facility for the visitors and provides
sustainability for Kamloops tourism as well.
Developing loyal customers
Based on the research of Whitford and Ruhanen (2016) it can be argued that customer
loyalty is also an important aspect that can be influenced by the events like film festivals. As
most of the film festivals have international fame and standards so that the quality of hospitality
has to be of world standard. The film festivals are considered to be one of the driving factor to
maximise the potential tourists and visitors and most of them are international tourists.
Therefore, the establishing tourist market must have the facilities and opportunities that retain the
existing visitors and maximise the numbers effectively. It can also be stated that the international
film festivals have international celebrities who visit the festival and popularise it globally
(Kinnunen & Haahti, 2015). This high exposure of the international film festivals supplements
a huge limelight for the local tourism as well. As a result of that the local tourism can expect

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gathering of visitors in a particular season of the year due to organising the film festival event at
that time. This is considered to be a huge assurance for the local tourism and facilitates to get
loyal customers in course of expanding the tourism market robustly.
Henceforth, the same example can be utilised in case of Kamloops Film Festivals where
the maximum number of visitors’ gathering can be calculated at more than 5000. For the
Kamloops tourism industry gathering of such a huge number of tourist in the off season of March
is highly profitable as the industry does not have to take extra initiatives to attract customers or
visitors in lean seasons (Beirman, Ritchie & Campiranon, 2014). Moreover, it can be stated that
the customer loyalty is also an important aspect for the Kamloops tourism industry that is
safeguarded by the Kamloops Film Festivals. The popularity of the Kamloops Film Festivals
makes it a prosperous event and huge gathering of visitors. The surety further transcends to the
establishment of tourism industry in Kamloops.
3. Methodology
The research methodology plays an important role in maintaining the efficiency of the
study through delineation suitable design of the research and the philosophy. the research
philosophy and design helps in guiding the study towards the estimated outcome. On the other
hand, the data collection process enumerated the different sources through which the data is
collected and analyzed. It helps in understanding the significance of the study through the
application of appropriate research paradigm. The suitable selection of the methodology helps a
researcher in guiding the study towards an unbiased outcome. In this relation, the research is
aimed at identifying the major goal of the Kamloops film festival relating to development of
tourism and the challenges that are faced by the same. The research also enumerated the different

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recommended activities that might be undertaken in order to mitigate the issue that are faced by
the event.
3.1 Research Philosophy
The research study will be undertaken through interpretivism philosophy, which will
help in understanding the experiences of the people and recognizing the role of Kamloops film
festival as tourism attraction (Ploug & Holm, 2015). The philosophy will be helping to assess
data and thereby analyze the results in the light of understanding the importance of the film
festival and the manner in which it attract the attention of the tourists from all around the world.
The philosophy will aim at identifying the diverse range of experiences that are gathered by the
people while attending the Kamloops film festival. The delineation of the different needs of the
tourists through the application of the philosophy will help in delineating the modifications that
might be undertaken by the Kamloops film fest. The philosophy has helped in identifying the
diverse range of experience that are gathered by the people through the event and the issues that
are faced by the event organizers in promoting the amusement. On the other hand, the
philosophy also helped in identifying the diverse range of activities that might be undertaken by
the researcher in order to maintain the efficiency of the operations.
3.2 Research Approach
The research will be undertaken through the utilization of an inductive approach, which
will help in framing new models and theories after assessing the outcomes of the study. The
study will be undertaken based on identifying the role of the film festival on facilitating tourism
attraction (Cosma et al., 2016). Therefore, the inductive approach will be helping to identify the
manner in which the Kamloops film festival has attracted the attention of the tourists through
delineation of theoretical concepts and models. The approach will be helping the research to

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frame new theories and models in order to identify the probable outcomes of the cultural event.
The inductive approach of the research helped in identifying the different elements of change in
the research model and the manner in which it might be utilized for managing the efficiency of
the study (Richards, 2018). On the other hand, the approach will be helping the researcher in
developing skills while identifying the probable pros and cons of the cultural event and the
challenges that are faced by the same. The approach will be assisting the researcher in
identifying the different probable actions that might be undertaken in order to resolve the issues
that are faced by the event.
3.3 Research Design
The research will be following an exploratory research design in order to delineate the
different tourism related elements in the film festival and thereby identify the manner in which it
acts as a tourist attraction. The exploratory design will help in exploring the different paradigms
in order to judge the position of the film festival in attracting the attention of the global tourists.
The exploratory research design helped in delineating the purpose and goal of the film festival
and the activities that might be undertaken by the same in order to promote tourism. Tourism
development is based on the attraction and cultural value that is proposed by the event. In this
relation, the exploratory design of the research study has helped the researcher in delineating the
major issues in the research project and the manner in which they might be mitigated through
recommended course of actions (Sharp & Lukinbeal, 2015). The diverse range of activities has
helped the researcher in maintaining the unbiased nature of the study through the enumeration of
the different contexts. The key elements of the research study are based on the needs of
exploring the capabilities of the Kamloops film fest in developing tourism. Therefore, in this

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relation, the study aimed at understanding the issues that are faced by the film fest in developing
tourism.
3.4 Data collection process
The research was undertaken through the secondary data collection method, which
aimed at assessing different available peer reviewed journals, blog on the Kamloops Film
Festival, government and tourism reports and online publications. The data was collected
through the evaluation of the different sources and data was compared on the basis of qualitative
study (Ormston et al., 2014). The secondary data analysis helped in enriching the study through
the identification of the concept of tourism attraction and the manner in which the Film festival
might take steps to develop the tourism industry. The data that was collected during the process
were simultaneously analyzed and represented in the findings and analysis for the better
understanding of the scope. The secondary data collection process has helped the researcher in
evaluating the different available source s of information and constructing a rich literature in
order to identify the issues and recommended actions for the Kamloops film festival.
The evaluation of the different articles has helped the researcher in identifying the
different issues that are faced by the film festival while positioning and promoting in order to
develop a tourist attraction. On the other hand, the evaluation of the different journals and
articles has helped the researcher in identifying the recommended activities that might be
undertaken by the same in order to maintain the efficiency of the operation of the film fest while
developing the tourist attraction (Antwi & Hamza, 2015). The key changes in the operations are
based on the assessment of the needs of the tourists relating to safety and the cultural interests.
On the other hand, the lack of suitable promotional techniques affected the capabilities of the
event in attracting the attention of the target audience while developing the same as a tourist

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attraction. Therefore, the assessment of the different available journals and blogs has helped the
researcher in upholding to the purpose of undertaking the research.
3.5 Ethical consideration
The ethical consideration for undertaking the research was based on the adequacy of the
data that was obtained. On the other hand, the relevance of the data is again an important
consideration that was adhered by the researcher in order to facilitate the smooth functioning of
the operations. The different developments in the research study were based on the consensus
and the relevance of the study materials and the manner in which it contributed to the study.
Therefore, the major considerations that were undertaken by the researcher was based on the
relevance of the study materials and the manner in which the smooth functioning of the research
might be undertaken.

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3.6 Time frame
4. Analysis and discussion
4.1 Concept of tourist attraction and Kamloops Film Festival
A tourist attraction is defined as a place that exhibited cultural value, historical
significance or natural beauty and thereby proposes leisure to the visitors (Richards, 2014). In
this context, the film festival offered a variety of attractions to the people from all around the
world relating to leisure and cultural value, which helped in drawing the awareness of most of

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the visitors and tourists from around the world. It has been reported that thousands of visitors
from all around the globe travels to Kamloops in order to attend the film festival. The Kamloops
film festival is hosted for ten days in March for celebrating the excellence in filmmaking
(Hudson et al., 2015).
The screening of the movies is undertaken at the Paramount theatre. The different
activities that are associated with the cultural event like opening and closing galas and
workshops at presence of special guests has helped in developing the event as a tourist attraction.
It has been reported that 5,252 tourists attended the film festival in the year 2019 while
celebrating its 23rd year of existence (Kamloopsfilmfest.ca., 2019). Therefore, the development
of the film festival through screening of different movies from all around the world has helped in
enhancing the event as a major tourist attraction in Kamloops.
4.2 Cultural element in Kamloops Film Festival
The identification of an event as a tourist attraction is based on assessment of the leisure
and amusement provided by the same. The development of the Kamloops Film Festival through
the years are based on the screening of the most appropriate films in order to enrich the cultural
value (Tanford & Jung, 2017). The cultural value helped in attracting the attention of the
tourists from around the world. On the other hand, the digital promotional techniques that are
currently used for making the audience aware of the significant details relating to the cultural
event. Báez-Montenegro and Devesa-Fernández (2017) stated that the utilization of the digital
platforms helps an event organizer in drawing the attention of most of the audience. In this
relation, the concerned event has made use of different social and digital media platforms in
order to make the target audience aware of the special features and the films that would be
screened.

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Kamloops Film Festival encouraged screening of films from different countries around
the world, which has helped the same in maintaining the diversity of entertainment. The diverse
range of activities in an event helps in encouraging the involvement of people from different
nations (Devesa et al., 2015). On the other hand, the diversity in the languages helps an event in
creating a rich cultural outcome. In this connection, the diverse range of films that are screened
in the event has helped the organizers in attracting the attention of tourists from different regions.
The diverse range of promotional techniques helps an event in making the concerned audience
aware of the proposition and amusement (Kinnunen & Haahti, 2015). The Kamloops Film
Festival utilized a variety of promotional tools and techniques in order to make the audience
aware of the event. On the other hand, the involvement of the audience in the event was
enhanced through the introduction of the ‘audience choice award’. A diverse range of films is
screened from all around the world, which has helped in attracting the attention of the tourists
from every nation. The film fest later developed into a tourist attraction itself as it was found
that around 27% of the visitors were tourists from different nations (Sigala, 2017). On the other
hand, sponsorships from the different sources helped the film festival in enhancing the tourism
related factors of the same. Therefore, since its inception the Kamloops Film fest attracted the
attention of the tourists and film enthusiasts from all around the world. It has helped the festival
in enhancing the tourism related goals while attracting the attention of huge number of tourists.
4.3 Issues faced by Kamloops film festival in developing tourism
 Promotional issues: The major issues that are faced by the Kamloops film festival are
based on the lack of promotion. Lack of suitable promotional activities has affected the
capabilities of the event organizers in making the target audience aware of the different
activities that might be undertaken as a part of the event. On the other hand, the lack of

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promotional activities has affected the capabilities of the event in attracting the attention
of the tourists from all around the world. It has been researched that more than 96% of
the people around the world has access to internet, which has helped organizations in
maximizing the reach of the promotional activities (Bennett & Woodward, 2016).
However, the lack of suitable utilization of the social media platforms and ambiguity in
knowledge transmission has affected the capabilities of the concerned event in attracting
the attention of the target audience. Content plays a major role in making the audience
aware of the propositions. However, the lack of suitable content management and IT
operations affected the capabilities of the film fest in dynamically developing the event to
the tourist attraction (O'Connor & Kim, 2014). The lack of delineation of the special
guests and the activities that might be undertaken in the event has deemed to attract the
interest of the film lovers from all around the world. Lack of suitable content
management practices in the official website of the event has affected the capabilities of
the organizers in making the target audience aware of the different activities. It is noted
that the tourism development is based on the attractions and knowledge of the offerings
that the place provides to the tourists (Özdemir & Adan, 2014). However, in this context,
the lack of suitable knowledge of the activities and the amusement has affected the
interests of the target audience through ambiguity.
 Venue selection issues: Lack of suitable venue selection has affected the capabilities of
the event. The lower accommodation capability of the Paramount Theater affected the
capability of the event in attracting the attention of majority of the tourists from all
around the world. The lower capacity of the theatre affected the capability of the event in
maintaining the efficiency of the operations in accordance to the needs of the same. It

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has been noted that the higher accommodation of the venue helps in gaining a exposure
for an event (Yolal et al., 2015). However, due to lack of suitable choice of the venue
affected the capabilities of the event in accommodating huge crowd. On the other hand,
the lack of suitable venue selection also affected the capabilities of the concerned event in
gaining an exposure in the markets. The lack of suitable venue selection affected the
capabilities of the event in gaining a maximum exposure among the tourists. It is noted
that exposure provides an event with the opportunity of increasing the number of visitors
annually (Báez & Devesa, 2014). However, due to lack of suitable venue selection
operations, the concerned event was affected in the context of attracting the attention of
huge number of tourists from all around the world.
4.4 Recommendations for the issues faced by Kamloops film festival while developing
tourism
The recommended activities that might be undertaken by the Kamloops film festival are
specifically based on the assessment of the issues that are faced by the event while promoting as
a tourist attraction.
 Developing content in the web pages: The development of the contents in the web
pages will be helping the concerned event organizers in making the target audience aware
of the propositions. The development of content will be helping the event managers in
making the target audience aware of the different cultural activities that might be
undertaken as a part of the event. The delineation of the cultural activities and the
detailed description of the films in the webpage will support the initiative of the event
organizers in attracting the attention of most of the tourists. The social media promotional
techniques will be helping the concerned event organizers in encouraging the active

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involvement of most of the tourists and target audience. The extensive promotional will
be helping the concerned event managers in maintaining the efficiency of knowledge
transfer and management.
 Suitable venue selection: The concerned event is undertaken in the Paramount Theatre,
which has a lower accommodation capability. On the other hand, the lower feasibility of
the place has affected the affected the capability of attracting huge number of target
audience. It has also affected the capabilities of the event managers in developing the
event into a tourist destination. The lower amount of exposure and the diminished
feasibility of the place affected the capabilities of the same in attracting maximum
amount of tourists. Therefore, the concerned event managers might take steps to conduct
the event in a larger space, which might help the same in accommodating huge number of
visitors. In this relation, the event might be undertaken in The Orpheum, which is a
massive auditorium in British Columbia. The goodwill of the venue and the exposure will
be helping the event managers in attracting the attention of the target audience.
Therefore, the venue might be shifted from the Paramount theatre to The Orpheum in
order to mitigate the issues relating to crowd management and accommodation while
gaining an wider exposure for the event.
5. Conclusion
Therefore, from the above research it might be stated that the Kamloops film festival is a
cultural event and the organizers are planning to develop the same into a tourist attraction.
However, there are specific challenges that are faced by the event organizers relating to lack of
promotion and venue selection, which affected the capabilities of attracting huge number of
tourists and film lovers from all around the world. The research evaluated the issues and the

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recommended activities that might be undertaken by the organizers of the concerned event in
order to facilitate a growing tourist attraction out of the film festival. The different changes in the
event management principles of the film fest will help the same in developing as a tourist
attraction.

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