Zeichen Journal ISSN No: 0932-4747

FILM TOURISM IN INDIA By Tenzin Zompa ,Lovely Professional University .

ABSTRACT There are different types of tourisms in the world, starting from ecological tourism, culture based tourism, adventure tourism, medical tourism, business tourism, mass tourism, pleasure tourism, recreational tourism and so on . And film tourism is one of them. India is famous for various kind of tourism but film tourism tops the list as India is a major producer of films in the world, there is even a separate term for film industry of India known as “”. India is also well known for its large numbers of finest actors and its diversity of languages and the movies being made on the basis of it’s different languages and cultures. It’s roughly estimated that by 2022 India is capable of getting 1 million tourists based on film.

INTRODUCTION

FILM TOURISM The film tourism is at the early stages in the study of research in tourism. It comes under special interest tourism. It is also known as movie or film induced tourism. The term ‘Special Interest Tourism (SIT)’ has typically been utilised for those types of tourism where it concentrates on exercises which draw a small number of exceedingly dedicated visitors. It may be for the most part unordinary side interests or works out which are practised by only a couple of people. (Douglas & Derrett, 2001). Film tourism is characterised here as traveler visits to a destination or attraction as a outcome of the goal being highlighted on tv, video, DVD or the cinema screen. (Simon Hudson and J.R. Brent Ritchie, 2006). Film Tourism alludes to the developing interest among the overall population for the spots which got well known inferable from their essence in specific scenes of motion pictures, as film displays various activities occurring at the sensational areas, frequently tricking guests to go on an outing to those sensational areas. Film Tourism can be perceived as an idea in which media outlet and travel industries, both are-profited at the same time. The advantages of film tourism are getting to be dynamically clear. Engaging to wide and diverse markets, goal marketers can utilise a film as a calculate for promoting campaigns in case the film is seen as a fitting fit for the destination.

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Film tourism shows up to be a niche activity connected with a number of specialist destinations. In any case, the intrigued which it has created, seeing the occasion of a particular sort of conduct, action and involvement of the tourism, in side both the academic community and in a practitioner context, uplifts the study or subject as one worthy of consideration.(Connell, 2012). Film is viewed as a medium to communicate the message of the society, different beliefs of different cultures and etc. Hence, it very well may be considered as an instrument to project impacts in the terms of developing interest of the in the destination. Where the films helped a lot in the development and promotions of the destinations. Where the destinations are not only visited by the specific special interest tourist but also the other tourists who are travelling for the leisure or pleasure or with the other purpose. (Simon and Ritchie, 2006).

REVIEW OF LITERATURE

FILM TOURISM IN INDIA India is at the top and one of the biggest film producing nation with in the world, with approximately 1800 and more films produced yearly across the country and in as many as 40 languages and with one of the highest revenue earned from the box office across the world. According to the report of 2015 of Central Board of Film Certification, India. Film industry in India is more into Hindi films which is apparently known as Bollywood and it is located in . Films of India are being created and shot over the nation and also outside the country. Main reason for the differentiation in the Indian movies is the diversity in language and of the culture among Indian viewers. (Biswas & Croy, 2017). Famous film studios which are located in Mumbai are Film City, R K Studio and Mehboob Studio. However, the films are not only shot in Mumbai but also all across the nation and also there are other film studios which are out of Mumbai, like Ramoji Film City which is located in Hyderabad and also one of the largest film city in the world , MGR Film City which is located in Chennai, and Noida Film City which is in New . (India Marks, 2016). The film industry incorporates a stake within the development of a film tourism destination as with the decision of shooting at a specific area, they eventually trigger the interest in this destination and subsequently the potential of this area to be changed into a destination. (Sine Heitmann, 2010). The greatest number of shooting in the nation are completed by and mostly for the use of local or inside the nations film industry. In extension to, given the scale of the section, there

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have been numerous benefits including generation of the employment, extended collection of tax, and infrastructure speculation. (Glen Croy, 2011). Endeavours to misuse the capability of film sector of tourism in India have developed at a national, state, and commerce level. In any case, while nation is the biggest creator of motion pictures across the globe, there it has been inadequately investigate on how this influences tourism to and within the nation. (Hottola, 2002).

Benefits of Film Tourism: It fills in as an instrument during the time spent advertising the assets of the nation, which further upgrades the business level in nearby districts and through the medium of films information on culture and legacy is expanded among viewers. And it likewise helps boost the business of government and privates such as the transportation businesses, food industries and etc.

Difficulties of Film Tourism: - Film Tourism faces a colossal test through fluctuating desires for the Film Vacationers. A few sightseers need to investigate the audacious side of the area while others wish to encounter the nearby culture of that objective. India being governed by central as well as state government, prior giving consent to shoot the film different departments heads request the contents of film which makes the system very repetitive for the makers and in end the filmmakers are hassled to shoot unreservedly as per their inclinations.

Film Tourism : A 3 Billion Opportunity For India:

You know how Ladakh became a hotspot for tourists ?? Yes the reason is obvious , that is after the mega hit film “ ” was released. Before that not many knew about the tourist locations in Ladakh except that it being more of a barren land. And after 3 idiots was released, even after few years, some of the tourist became famously known as “ where 3 idiots was shot”. So you can clearly see the impact of a film.

Film these days plays a major role in the life of an individual and sometimes it influences peoples decision making also. Film tourism has also come up with the influential role that creates in an individuals mind. For example people consider the fashion in the film as trendy and wants to follow the trend, or even the similar style that is used by the main lead in the

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movie and the goal is to showcase the place in an attractive that would lead to inflow of tourists.

By the year 2022 there is a scope that film tourism can generate an estimate of $3 billion and also can generate a whooping 1 million international and national tourists. This all can happen if film tourism sector is given a priority to promote and make it easy.

If the film is given a priority then it will bring many benefits and will also bring along many more benefits through it .

Film tourism comes with many direct chances including good income and working opportunities. the followed welfare include shaping , knowledge and sculpting of attractions.

One of the major difficulties faced by the producers in India is the lack of having a one single way through which all the filming permissions could be granted, like for one film, there are several permissions that need to be secured without which filming is not allowed. This leads to the delay in filming and increases the production cost . There is further suggestion of creating a single portal online clearance facility made by the state government. Like how some Indian states ,Jammu and Kashmir ,Gujarat and Himachal Pradesh have already started their single permission granting scheme for films.

The Indian film tourism is the fastest growing sector in the country and also one of the biggest film maker in the film industry of the world.

Destinations Marketing and Film Tourism:

The film tourism study in tourism research is somewhat new. The film tourism is also known as movie induced tourism or film induced tourism. Film tourism may be defined as a destination or attractions which are being featured on movies, videos, television, DVD, etc. Films tourism help in destination marketing, marketing opportunities arises during each release window when the film is premiered as well as distributed. It creates business as well as services, where the film tourism encourages and strengthens the tourists to visit the destination. Apart from that, Television serials nowadays, have also become efficacious in influencing the popular destinations.

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Film tourism increases the international tourists, and also the history of film making. There is no hidden fact that, film viewing influences the decisions of travellers.Generally, many destinations come to the mind of tourists by viewing the film only. The film tourism acts as an advertisement to the destination and pulls many people to visit the destination. People get their holiday destination idea from films. Film tourist motivates to visit a destination through both push or pull factors. Push motivation includes fantasy about about the destination, wanting to escape from stressful life, for romance , experience new things novelty, or wanting to learn something new.Pull motivation mean pulling you toward the destination because it have beautiful scenery, storyline, characters, icons.

Promoting Destinations Via Film Tourism:

Film tourism is growing fast worldwide, fueled both by the growth of film tourism industry and helps in increasing the number of international travel. The demand of film tourism is increasing slowly and slowly. Film tourism being attractive to wide and various markets, film tourism on the other hand, offer something in return, just like the films themselves, it’s also help in destinations marketing of the place and to the tourism organisation for wide variety of job opportunities. According to a research published by Morgan and Pritchard (1998), positioning a destination in a film is the endmost placing a tourism product. Movies or television by placing a product shows how it influences the viewers of such as to belief the product and or behaviour favourably (Balasubramanian 1994). The growth of film tourism has been motivated by the decreasing effectiveness of traditional advertising techniques. Marketer are realising that communication by a way of product placement is more beneficial, more targeted as well as widely seen than that of traditional advertising techniques that is because marketing destinations through movie is like kill 2 birds with one stone.Place is promoted as well as the movie it self.Films ( 3 Idiots ) is an unforgettable story of ‘three friends’ aka ‘3 Idiots’ is one of the reasons why Pangong lake in Ladakh is so famous today. The number of tourists visiting this lake has almost grown more than double after release of this movie.Earlier there are no stay home facilities since the number of tourist arise over there Ladakh people started operating stay home facilities over there and opening small shop. And

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the road way are shown in films so beautifully that people are driving their own car and bike to enjoy the aesthetic scenery instead of taking plane. And who can forget the splendid ‘Mall Road ‘and church of shown in this movie. Shimla is the capital of Himachal Pradesh in North Indian State, in the Himalayan foothills and the one of the favourites tourist destinations in India.And one of the favourites movie shooting destinations among film’s producers and directors.

On the other hand, how films can impact on a verifiable proof destinations image came from a movie called ‘Jab We Met’ (2007). Apart from that, several other bollywoodmovies came from shooting indifferent places like RohtangPass Manali, Shimla Mall Road, Shimla- Kalka Toy Train world UNESCO world heritage. .Right after the movie release people are motivated to go this destination. And this lead to increase in number of visitors. It benefits the local economy of the places. One of the important benefits of economic and factors of film tourism is that observing film location can often be an all time of the year, weather attractions of all time thus reducing the seasonality ( Beeton 2004a).

One of the interesting aspect of film tourism is that, film tourism can be endured and experienced .A films showcasing different locations or attractions continues in a huge way to draw visitors every different year. It’s is found that peak of interest can be come after the release of the films.Then its slowly get the visitors in that destination following the years. Pangong Tso in Ladakh is still getting lots of visitors even once the places are shown in the movie and leaves a impactful image of the place people can’t forget it easily it’s stay with them for a very long time.This enduring effect of film tourism explains why some destinations gets success along with redeveloping the destination in order to make more money by attracting more and more visitors even when the film is old and not new. However, the film tourism also has a range of potential drawbacks. According to Riley, Baker, and van Doren(1998) on their paper, it is stated that prices of the influx of production crew is driven up even before the releases of film. The film location very often does not have the capacity to carry in order to match up with the large increasing visitors. This will lead to a result that may cause serious problem such as the lack of parking space, increased vehicle traffic, pedestrian’s blockage, loss of privacy to the local people, littering etc. Destruction of the natural environment for example Bang Bang, Black, Three Idiots, Tamasha, Jab We Met are the films that take place in Shimla.

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Shimla is facing over-tourism since the number of visitors increased drastically once each film released. Last summer 2018, Shimla in the recent years have experienced a severe water crisis that left the local residents of Shimla to be shocked. The city mostly received water once on every eight days. Public at large stands at a long queue for public taps, and many other publics waits for hours for water tankers for delivering relief.

Key Factor In Growth Of Film Tourism In India:

• Growth and development of multiplex Extension and penetration of multiplex firms in cities like Tier 2 and tier 3. • Investments by foreign studios in both domestic and regional productions as well. • A need of computerised revenue emergence in the form of Netflix streams etc. • Abundant locations for film shooting cross states. • Cheap labour which pulls the foreign directors to record movies in India with skilled crew makers economically. • Availability of Film Groundwork in places which is specially made for film production, which also called as Film cities. These Film cities is comprised of full air condition facilities and shooting floors are soundproof, digital film processing labs , custom designed set locations, dubbing studios and other allied requirements and many more.

Some Popular Film Destinations Of India:

• Khajuraho Temple Complex located in Madhya Pradesh and Badami Cave Temples in Karnataka are some of the reputable historical options for film producers. In films like Kamasutra-A Tale of Love and Guru, sites like these which is of historic greatness have been featured respectively.

• An unexplored site in India till mid 90s like Coorg in Bangalore is one of the topmost preferred destinations today, for shooting films as it accommodates farms of coffee plantations and some famous tourist spots like Nagarhole National Park , Madikeri Fort, and many other waterfalls. In the alleys of Coorg, films like Ravaan and Saat Khoon Maaf were shot.

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• In the beautiful Kashmir of valleys a movie called Jab Tak Hai Jaan was shot and a place like Ooty is also one of the topmost hill stations for shooting movies.

• Thrilling movies like Yeh Jawaani Hai Deewani and Jab Tak Hai Jaan showcases the thrilling experience which includes various adventurous activities like trekking and mountaineering in the wonderful destinations of India, which ultimately attracts people to visit the destination for the same.

• The culture of India or say the Indian Culture is full with a mixture of bright colours and festivities and carries the legacy of ethical values, social norms, traditional customs, different beliefs etc. One of its greatness is that such beliefs and value and customs has been well portrayed in the movies like Band Baja Barat, Hum Saath Saath Hain ,Vivah etc . making the existence of differences felt in the hearts of viewers.

Impact of COVID-19 On Film Tourism :

Due to the spread of coronavirus, many services got halted and disturbed the daily routine for many nations thus disrupting their economy. Many countries across the globe also announced the restrictions on travel so as to contain the spread of coronavirus. Even though the tourism across the world got impacted heavily, the tourism in India was more heavily impacted due to the large number of historic and religious places for tourism. Due to the large scale cancellation of aviation, there is an estimated ₹85 billion loss. Though the domestic travel services are somewhat functioning across India, but due to social distancing the economic rebound is not likely to happen soon. The restrictions on many levels lead to failure in the advancement on the pre planned film productions and delayed in the productions industry. Even though any of the films are produced and released, there lack the normal engagement from the public such as promoting and releasing in the movie theatres. In 2018, India’s total foreign tourist arrivals (FTA) was 10.9 million for Maharashtra, Tamil Nadu, Uttar Pradesh, and Delhi accounting for 60% of FTA. Nonetheless today with travel restrictions in India for over 80 countries and with mass cancellation of flight both internationally and domestically, FTA will see a decline in the year 2020. With the cancellations of flights and events , it will not only affect the revenues of airline, railway and buses , but also the revenues of oil and petroleum industries. The impact of coronavirus will impact both the white and blue collar jobs.

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All these show the Down spiralling effects of novel coronavirus to travel and tourism industry and film industry.

Objective : 1. To give a general overview of a Film Tourism in India. 2. Scope of Film Tourism in India 3. Promoting Destinations marketing via Film Tourism 4. Impact of Covid-19 on Film Tourism

Methodology: This study defines Film Tourism in India and its scope , destination marketing. Data collected from secondary sources, observations.The secondary source is from magazine, news, article, websites and research paper of other.

Conclusion: We are facing the biggest pandemic of our generation and almost all the sectors of economy has perished , more points for tourism sector! The regaining of the economy will depend how the further events will unfold in the future, whether the vaccine will come fast, whether the virus will be contained or whether the spread will still continue to kill the humankind. If the spread is well controlled after the 2nd wave / 3rd wave of novel coronavirus, we can hope to rejuvenate the economy in the later half of the 2021 or early 2022. As for the tourism industry, it will take more time as the fear of the novel coronavirus drives people away from the tourism. To help the tourism sector getting back, several actions should be carried out like disinfecting regularly major tourist sites. By doing so people will get a sense of security from the COVID19.

REFERENCE  Douglas, N., & Derrett, R. (2001). Special interest tourism. John Wiley and Sons Australia, Ltd.  Hudson, S., & Ritchie, J. B. (2006). Film tourism and destination marketing: The case of Captain Corelli's Mandolin. Journal of Vacation Marketing, 12(3), 256-268.  Connell, J. (2012). Film tourism–Evolution, progress and prospects. Tourism management, 33(5), 1007-1029.

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 Hudson, S., & Ritchie, J. B. (2006). Promoting destinations via film tourism: An empirical identification of supporting marketing initiatives. Journal of travel research, 44(4), 387- 396.  Central Board of Film Certification [CBFC]. (2015). Annual Report from April 2014 to March 2015. Retrieved November 15, 2016. https://www.cbfcindia.gov.in/main/publications.html  Biswas, J., & Croy, G. (2017). Film Tourism in India: An Emergent Phenomenon. Perspectives on Asian Tourism, 33–48. doi:10.1007/978-981-10-5909-4_3  India Marks (2016). Indian film cities. India Marks. Retrieved November 22, 2016, from http:// www.indiamarks.com/indian-film-cities/  Heitmann, S. (2010). Film tourism planning and development—Questioning the role of stakeholders and sustainability. Tourism and Hospitality Planning & Development, 7(1), 31-46.  Glen Croy, W. (2011). Film tourism: sustained economic contributions to destinations. Worldwide Hospitality and Tourism Themes, 3(2), 159– 164. doi:10.1108/17554211111123014  Hottola, P. (2002). Touristic encounters with the exotic West: Blondes on the screens and streets of India. Tourism Recreation Research, 27(1), 83-89.  Tourism Geographies: An International Journal of Tourism Space, Place and Environment  Film tourism and destination marketing: The case of Captain Corelli’s Mandolin

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