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 organizers in attracting a target audience. The report explores the value of cultural events in promoting tourism, the challenges faced in transforming events into tourist attractions, and the festival's specific goals. It provides recommendations for enhancing the festival's role in tourism, addressing issues like promotional tools, venue selection, and audience safety. The methodology includes a literature review, research philosophy, and data collection process, concluding with an analysis of the festival's potential as a tourist attraction and strategies for improvement.

Running head: TOURISM RESEARCH
TOURISM RESEARCH
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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