Factor analysis reveals four types of marketing activities in which destinations can engage to promote film tourism: proactive efforts to encourage producers and stu- dios to film at the location, efforts to generate media public- ity around the film and its location, marketing activities that promote the film location after production, and peripheral marketing activities that leverage film tourism potential. It identifies the optimum marketing factors that encourage film tourists to visit destinations that appear (or are depicted) in the movies. This article proposes a model for exploiting film tourism marketing opportunities. Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel.
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