Assessing the appropriateness of movies as vehicles for promoting tourist destinations

ABSTRACT

The risky decision about which movies to use as promotional vehicles must be made without assistance from either readily available data held by the industry or systematic criteria published by academia. To deal with such limitations, this study identifies which movie genres are most interesting (uninteresting) for the visitors of different types of holiday destinations—namely, beaches, cities, theme/amusement parks, spa/health resorts, mountains/lakes, cruise liners, and rural areas. Based on the results, specific guidelines are proposed to evaluate movie projects more systematically, so that destination promoters can choose (reject) those films with appropriate (inappropriate) genres for the target tourists.

The author wishes to thank AIMC (Asociación para la Investigación de Medios de Communicación) for its crucial support in providing the information source and helping with the data processing.

Keywords:

• Film-induced tourism
• product placement
• advertising media planning

Notes

The author wishes to thank AIMC (Asociación para la Investigación de Medios de Communicación) for its crucial support in providing the information source and helping with the data processing.