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Movie-Induced Tourism. Analysis of Benefits and Challenges for Destination Marketing and Development

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Movie-Induced Tourism. Analysis of Benefits and Challenges for Destination Marketing and Development Institute of Hospitality Management in Prague Daria Kireeva Movie-induced tourism. Analysis of benefits and challenges for destination marketing and development Bachelor dissertation 2018 Movie-induced Tourism. Analysis of Benefits and Challenges for Destination Marketing and Development Bachelor dissertation Daria Kireeva Institute of Hospitality Management in Prague Department of Marketing Major field of study: Hospitality Management Dissertation advisor: Ing. Štěpán Chalupa Date of submission: 2018-04-25 Date of defence: June 2018 Email: [email protected] Prague 2018 Oath I swear that the bachelor dissertation titled “Movie-induced tourism. Analysis of benefits and challenges for destination marketing and development” was written by me independently, and that all literature and additional material used are cited in the bibliography and that this version is exactly the same as the work submitted electronically. In accordance with §47b law no. 111/1998 coll. on higher education institutions, I agree to my dissertation being published in its complete form in the publicly accessible electronic database of the Institute of Hospitality Management in Prague. Signature …………………………………… Daria Kireeva In Prague on 25.04.2018 Special acknowledgement to my grandfather, Yury Kireev, who taught me to never give up. Abstract KIREEVA, Daria. Movie-induced Tourism. Analysis of the Benefits and Challenges for Destination Marketing and Development. [Bachelor dissertation] Institute of Hospitality Management in Prague. Prague: 2018. 55 pages. This bachelor dissertation considers the tourism niche of the movie-induced tourism within the broader area of the tourism industry. The aim of the dissertation was to define this phenomena, identify different types of film tourism and focus on its potential for the destinations‘ marketing and development. The paper puts attempts to examine if the movies and other visual representations of the various destinations are powerful enough to increase an interest in that destination therefore creating such a phenomenon as movie tourism. Furthermore, this dissertation looks into the positive and negative effects of the movie-induced tourism and examines New Zealand as a study case for the successful usage of the film tourism opportunities. The data for the research was collected from the secondary data sources, including statistical government reports and existing researches on the topic. The main findings indicate that film induced tourism is a growing trend and, if destinations take advantage of all the existing opportunities, can be used as a powerful marketing tool. Though, there exist several negative as well as positive effects of it that need to be considered. However, if managed effectively, even negative consequences can be turned into positive ones. New Zealand is believed to be an outstanding example of the marketing and developing of the destination through the movie-induced tourism which is based on the analysis of the collected data from different available sources. However, it has been found that there is still space for development in the Matamata region and country in general. Further recommendations for future Matamata region development and more productive use of the film tourism to the benefit of the country as a destination are given in the end of the dissertation. Key words: destination – development – film – marketing – movie – tourism. TABLE OF CONTENTS INTRODUCTION .........................................................................................................................7 1. LITERATURE REVIEW ...........................................................................................................9 1.1 MOVIE-INDUCED TOURISM ...........................................................................................9 1.1.1 HISTORY OF MOVIE TOURISM ................................................................................9 1.1.2 FORMS OF MOVIE TOURISM ................................................................................. 10 1.1.3 DIFFERENCES AND SIMILARITIES BETWEEN MOVIES AND TELEVISION SERIES ....................................................................................................................... 14 1.2 MARKETING OF THE DESTINATIONS ......................................................................... 15 1.3 BACKGROUND OF THE RESEARCH ............................................................................ 20 1.4 METHODOLOGY ............................................................................................................. 21 2. IMPACTS OF THE MOVIE TOURISM ......................................................................................... 21 2.1 POSITIVE IMPACTS ........................................................................................................ 22 2.2 NEGATIVE IMPACTS ...................................................................................................... 23 3. CASE STUDY: NEW ZEALAND ........................................................................................... 26 3.1 KEY TOURISM STATISTICS .......................................................................................... 26 3.2 FILM TOURISM IN THE COUNTRY .............................................................................. 29 3.2.1 FILM INCENTIVES ................................................................................................... 30 3.2.2 THE ECONOMIC CONTRIBUTION OF THE SCREEN INDUSTRY ....................... 31 3.2.2.1 CONTRIBUTION TO THE GDP ......................................................................... 32 3.4 HOME OF MIDDLE-EARTH ............................................................................................ 32 3.4.1 THE LORD OF THE RINGS AND THE HOBBIT ...................................................... 34 3.4.2 THE HOBBITON MOVIE SET .................................................................................. 36 3.4.3 MARKETING ............................................................................................................. 36 3.4.4 ECONOMIC CONTRIBUTION .................................................................................. 41 3.5 RESULTS AND DISCUSSION ......................................................................................... 44 4. CONCLUSIONS AND RECOMMENDATIONS .................................................................... 46 4.1 RECOMMENDATIONS .................................................................................................... 47 4.1.1 TANGIBLE REPRESENTATION .............................................................................. 47 4.1.2 TOURIST AREAS ...................................................................................................... 47 4.1.3 THEMED FESTIVALS ............................................................................................... 48 4.1.4 NOMENCLATURE .................................................................................................... 48 LIST OF REFERENCES ............................................................................................................. 50 LIST OF ABBREVIATIONS, SYMBOLS, AND EXPLANATIONS DMO – Destination Marketing Organization GDP – Gross Domestic Product NZ – New Zealand LBSPG – Large Budget Screen Production Grant LOTR – the Lord of the Rings MBIE – Ministry of Business, Innovation & Employment NZIER – New Zealand Institute of Economic Research NZSPG – New Zealand Screen Production Grant pa – per annum RTO – Regional Tourism Organization LIST OF FIGURES, TABLES, AND GRAPHS Figure 1. The Scope of Movie Tourism Figure 2. The stages of the exhibition cycle Figure 3. International visitor spending in Matamata-Piako Figure 4. Hobbit trilogy tourism-related industry exports Table 1. Emerging themes on film and tourism Table 2. Destination Marketing Activities and Opportunities Table 3. Literature on the movie-induced tourism Table 4. International visitor arrivals (year ending December 2017) Table 5. International visitor expenditure (year ending September 2017) Table 6. Regional Tourism Spend (year ending December 2017) Table 7. International tourism forecasts (forecast period 2017 to 2023) Table 8. National government money spent on The Lord of the Rings Table 9. Level of destination marketing material relating to LOTR and New Zealand Graph 1. Total annual spend of International visitors in New Zealand Graph 2. The screen industry’s contribution to GDP Graph 3. Tourist arrivals to New Zealand 1998-2005 Graph 4. International visitors in Matamata – Piako District 1997-2009 Graph 5. International visitor growth in Matamata-Piako 2009-2017 Picture 1. Distribution of international and domestic tourism spend for the year ending December 2017 INTRODUCTION Tourism industry nowadays is developing rapidly, tourists are becoming more experienced and picky in their choice of holiday destination. The hospitality industry itself is very competitive with many new destinations trying to attract the tourists. Today people need to be enticed, therefore destinations need to be marketed effectively to maintain the market share and attract new market segments. The emphasis therefore should be on positioning and differentiation. There is a rising number of tourists visiting places featured through movies and television series which are not directly related to tourism marketing campaigns. This phenomenon is called movie-induced tourism or film-induced tourism. The increasing popularity of movie-induced
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