Film-induced tourism

Tourists have become more experienced and pickier when choosing a destination for their vacation. Various new and lesser-known holiday destinations are trying to lure tourists towards them. Current generation travellers demand destinations that are closely related to a movie or TV series or that grab their attention while watching a movie. These places need to be showcased effectively to attract new market segments and maintain market share. Therefore, it is necessary to focus on positioning and differentiating the holiday destination. It should be noted that these destinations, resorts, or movies are not included in the tourism promotion campaigns. This is called film-induced tourism. Film tourism refers to tourists visiting destinations shown on video, film, or television. This form of induced tourism is one of the fastest-growing sectors of the tourism industry. The boom in international travel and the growth of television and the digital platform-dominated entertainment industry is the main reason for the growing popularity of film tourism. Film-based tourism has become fashionable because a large audience is interested in the history of cinema through real-life visitor experiences. People who look for attractions on-screen are called tourists due to movies. When choosing such destinations, movies not only help increase short-term revenue generation from tourism for the destination but also bring long-term prosperity.

A more favourable image of the destination leads to a higher probability that this destination will be chosen by tourists. Entertainment media like movies and TV series often exploit knowledge about many aspects of any country such as culture, nature, climate, and people from which to build attitudes towards that country. Thus, film tourism increases the interest of the countries featured in the film, and its positive image also attracts tourists. Cinema tourism also offers recreational activities such as watching movies and travelling. Thus, temporary relief from busy daily life is provided by cinema-induced tourism. Films can encourage viewers to choose destinations based on physical features such as landscapes.

Many filming locations around the world are becoming factors that attract tourism. American TV play 'Sex and the City' is one such example that became a huge success not only in the United States but globally as well. Hundreds of restaurants, bars, and shops have been featured during its filming in New York. Viewers would remember and connect with the sentimental location of the merry-go-round at the Lotte World, where the Korean movie 'Stairway to Heaven', one of the most popular TV series in Asia, was filmed. The series was filmed in many clichéd locations. Post the release of the movie, the Lotte World game became famous and attracted many Asian tourists. An Indian movie called 'Roza' has attracted many tourists to visit Kashmir.

The important variables which influence the tourist decision-making process are travel stimuli, confidence in travel intermediary, previous travel experience, perceived risks, and destination knowledge. It is interesting to note that non-touristic-directed stimuli like movies can deeply affect the tourism decision-making phenomenon. This stimulus has not yet been introduced into the tourist decision-making models as a significant variable.

'The Piano' alleviated tourism in New Zealand and has been represented in an international tourism promotion poster. New Zealand's image has been much more reinforcing because it is the context for three 'Lord of the Rings' films. New Zealand travel website promotes the country as the 'Home of Middle Earth'. 'The Last Samurai', 'Whale Rider' and 'The Perfect Stranger’ were also shot in New Zealand.

It is reported that 300 per cent of visitors increased in a year after the release of 'Braveheart' in Wallace Monument, Scotland. There was a surge too in all filmed locations in various locations of the UK after the release of 'Harry Potter'. 200 per cent increase in 2000 in National Park, Sydney happened after the release of 'Mission Impossible 2'; 10 per cent increase in one month in Kenwood House, England after the release of ‘Notting Hill’. ‘Pride and Prejudice’ helped to increase 150 per cent of visitors in Lyme Park, England.

‘Sonar Kella’ was released in 1974 to critical acclaim, winning the Golden Lotus at the 1975 National Film Awards for Best Director and Best Screenplay. Since then, it has become a hit with Bengali audiences, especially children. The film brought lasting fame not only to Satyajit Ray but also enhanced the image of Rajasthan as a domestic tourist destination. One of the finest examples of Indian film-induced tourism.

There are many Bollywood movies that inspired travel. ‘Zindagi Na Milegi Dobara’ explores the lives of three friends who fly to Spain on their pact and engage in exciting activities like Bull Run, skydiving and scuba diving. ‘Queen’ is the story of a 24-year-old girl who took a solo trip to romantic Paris and then super cool Amsterdam, while making friends along the way. ‘Piku’ is a film about a remarkable road trip from Delhi to Kolkata. ‘Dilwale Dulhania Le Jayenge’ is based on a beautiful journey through Europe. ‘Yeh Jawaani Hai Deewani’ took us on a tour around Manali, Paris and Udaipur. The list is there to continue.

According to newly released data from Future Market Insights (FMI), the film tourism sector was valued at USD 66.7 billion in 2022 and is projected to reach USD 128.78 billion in 2032. Although movies have a great impact on the choice of tourist destinations, tourism caused by cinema is considered a complex and dynamic concept. Its success depends on several external factors that control Destination Marketing Organizations. More insight is needed into the critical success of cinematic tourism and the psychological aspects of tourist behaviour at filming locations. Although movies have many positive impacts on the economic and cultural destination's value, notoriety, and image of the destination, the disadvantages of the film must also be considered carefully. This can cause undesirable consequences such as loss of privacy and hard-to-access equipment for local people, traffic jams, and destruction of the natural environment.

The writer is Associate Professor, Dept of Computer Science, Techno International New Town. Views expressed are personal