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Business and Management.
This research study examines the impact of film induced tourism and destination branding on locations featured in popular films and television series. It also investigates the characteristics of film induced tourism and determines if the key film and tourism stakeholders support the integration of film into Yorkshire’s (UK) tourism product. Yorkshire was selected as the case study area, as it has been the film location for many popular television series and is the subject of much location research within the tourism discipline. The need for a thorough investigation into the film induced tourism phenomenon was particularly evident from the literature review undertaken, as it showed that there was a significant research gap in the successful integration of this phenomenon and destination marketing. In response to this gap, a two phased approach was adopted; the first involved a tourist survey regarding the film induced tourist, while the second phase consisted of strategic conversations with the key stakeholders behind the Yorkshire brand. The issues evolving from these and also the literature review, highlight a number of implications for the future development of such destinations, namely the successful use of destination branding in the promotion of a film location. These issues also facilitated the creation of the Film Marketing Action Plan (FMAP), as it has become apparent that most of the film induced tourism models investigated were inadequate in explaining the relationship between film induced tourism and destination branding. Thus, a new model that is more reflective of the process was developed, using the main concepts and themes that arose from the research findings. Overall, film induced tourism is not widely welcomed by the stakeholders and the implications for retaining a clear balance between Yorkshire’s current tourism product and making the most of the opportunities that could arise, may be the most appropriate way forward.
O'Connor, Noelle: A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations: Doctoral Thesis. Dublin, Dublin Institute of Technology, 2010.