International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com May 2015, Volume 3, Issue 5, ISSN 2349-4476

A Literature Review on the Significance of Movies in Promoting Destinations

Jose K Antony & Rashmi R Department of Tourism Studies Christ University, Bangalore

Introduction World tourism is considered as a momentous factor in the economy of many nations. Tourism today is one of the world‘s fastest growing and oldest industries. Tourism related infrastructure in various parts of the country has improved the quality of life of the host community and has helped to promote local art, handicrafts and culture. Tourism industry is also one of the influential sectors. Being a service industry, it creates employment opportunities for the local population. In 2013, Travel and Tourism directly supported 100,894,000 jobs (3.4% of total employment). It is a highly labour-intensive industry providing employment opportunities to both semi-skilled and unskilled. According to the United Nations World Tourism Organization (UNWTO), over the past six decades, tourism has experienced continuous growth and diversification to become one of the largest and fastest growing economic sectors in the world. World Travel and Tourism Council stated that the total contribution of Travel & Tourism to GDP was 9.5% of GDP in 2013 and this is estimated to rise by 4.3% in 2014, and by 4.2% pa to 10.3% of GDP in 2024.

Introduction to Film-induced Tourism Film tourism is defined as ―tourist visits to a destination or attraction as a result of the destination being featured on television, video, or the cinema screen‖. While choosing a destination, movies play an important role as it influences the viewer‘s choice of the destination.Film tourism describes the effects that film and TV-productions can have on the travel decisions as movies motivate people to take up travel to places. Film tourism is a growing phenomenon and is used as an effective marketing tool in order to attract more number of tourists to the country. Film tourism is an excellent strategy to captivate the minds of the viewers and attract them towards the destination. There has been a strong relationship between movies and tourism. With the growing popularity of the movie, the places showcased in it also attracts tourists. Hollywood movies have been doing an excellent work in depicting tourist destinations which catches the eyes of viewers. Tourists travel to many international destinations watching these movies and it becomes a motivating factor for them to take up travel. Evidence shows that places like New Zealand and Australia became top tourist destinations with the increase in the popularity of movies which were being filmed there. The screening of movies such as Piano (1993), The Last Samurai(2003), The Lord of the Rings trilogy shot on the territories of New Zealand, and Crocodile Dandy (1986), Mad Max (1985), The Wolverine (2013) and Mission Impossible 2 (2000) filmed in Australia generated a boom in tourist arrivals in to these countries. The animated movie – Finding Nemo (2003) also had a huge impact on it‘s viwers where the underwater backdrop in the movie depicted the beautiful marine life of Australia‘s Great Barrier Reef. The Harry Potter series which were shot in various locations in the United Kingdom had resulted in an increase of 50% and more vistors to the filmed locations. For Hollywood Makers, film induced tourism has become an established concept and they have being doing wonders with this marketing tool.

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India has witnessed an increase in foreign tourist arrivals. One of the reasons being, depiction of as a tourist destination in Hollywood Movies. The movie, Eat, Pray, Love is about the protagonist who goes to Italy, India and Indonesia to eat, pray and love. Julia Roberts, who played the lead, is shown searching for spirituality in India. The movie was shot in the ashram, Mandir in Pataudi, Haryana. Slumdog Millionaire, the Oscar Award winning movie was shot exclusively in . The movie, The Best Exotic Marigold Hotel was screened in the beautiful city of and Udaipur. The Legendary movie, Indiana Jones and the Temple of Doom were also shot in India. Life of Pie was also shot in the picturesques of Munnar, . Hollywood has been filming their movies in India because of the rich and colorful culture, diverse traditions and picturesque destinations. This has in directly been a benefit to India as there has been witnessed an increase in foreign tourist arrivals. or Movies have become very popular in featuring foreign destinations. This has had a huge impact on the viewers and has resulted in a rapid increase in international travel by indians. With the release of the movie Zindagi Na Milegi Dobara (2011), which depicted the beautiful attractions in Spain, there was an increase in Indian tourists travelling to Spain and as a reason special tour packages were prepared o the destination. Six months after its release, Spain witnessed a 32% upturn of visitor arrivals from India to Spain. The Late Mr. Yash Chopra, a well-known Bollywood Movie Director showcased Switzerland in most of his popular movies. His legendary movie Dilwale Dulhaniya Le Jayenge was extensively filmed in Switzerland, and the film motivated thousands of Indains to explore the Swiss. Outbound travel from India to Switzerland increased by 30%. To date, more than 80 Bollywood Movies and more than 200 Indian Movies have been shot extensively in Switzerland. Europe has become a popular destination for Bollywood to screen their films. Some of the blockbusters of Bollywood that were filmed in Western Europe include Bachna Ae Haseno (Italy and Switzerland), Dilwale Dulhaniya Le Jayenge (Switzerland), Taal (Great Britain), Namastey (United Kingdom), An Evening in Paris (France and Switzerland), Kabhi Khushi Kabhi Gham (United Kingdom) and Zindagi Na Milegi Dobara (Spain). These are just a few of the movies that influenced Bollywood viewers in experiencing the international destinations. Sandalwood movies have also featured foreign destinations. The 1995 movie, America America was one of the award winning movies which depicted United States of America and its attractions. The Kollywood movie, Irandaam Ulagamwas shot extensively in Brazil and attracted numerous viewers to its attractions. Other Kollywood movies shot in international destinations include Vishwaroopam (Canada), ( London and ), (Peru), and the list goes on. Mollywood movies have also featured foreign locations in their movies. Some of the recent movies include Diamond Necklace (Dubai), London Bridge (London), Lanka (Sri Lanka), Varnapakittu (Singapore). Many other language movies have also been filmed in international destinations. Indian movies not only contribute towards the promotion of destinations abroad but in India as well. Many locations have become popular as they are depicted in the movies. One of the best example is Manali, the popularity of the tourist destination increased after it was showcased in the movie Yeh Jawani Hai Diwani. Many filmmakers are choosing Manali over international hill station destinations these days. Movies such as Bang Bang, Jab We Met, , 3 Idiots were also filmed in Manali. Some movies such as 3 Idiots, Jab Tak Hain Jaan, Highway have been shot in Leh and Ladakh, and have inspired many tourists to take up travel to these picturesque places. The Sandalwood movie, Mungaru Malehas increased the popularity of the hill station of Madikeri. After the release of the movie there was a substantial increase in the tourist inflow to the place. The Kollywood movie, Roja also attracted many viewers by showcasing the beautiful Srinagar.

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Indian movies have been featuring many of the beautiful Indian destinations thereby attracting tourists.

Review of Literatures Mittal, N. (2013) The study was based on Indian movies specifically Bollywood movies promoting foreign destinations such as Europe, New Zealand, Scotland, Spain, London and USA. The research paper also talked about the increase in outbound tourism among Indians. With the showcase of foreign destinations in Bollywood movies, there have been a higher number of tourist arrivals to these countries. Bollywood movies influence viewers to a great extent. The research also specially refer to the movie ‗ZindagiNaMilegiDobara‘ where the European country, Spain has been beautifully featured and the huge success of this movie led to more number of Indians travelling to Spain to visit the destinations showcased in the movie. The findings of the research also indicate that more number of Indians prefertravelling to foreign destinations than domestic destinations and this trend has increased over the past few years. The research article depicts the importance of film tourism and the role played by Bollywood movies in attracting tourists to undertake travel abroad. Wiley, J.(2010)The study was based on identifying the impact of movies on perception of viewers from different countries. For this experiment, the movie chosen was Motorcycle Diaries in which South America was featured. The respondents were made to watch the movie and a study was conducted on their perception after watching the movie. The respondents were from different countries and they showed a strongdesire to travel to South America after watching the movie. An analysis was also done to find out the factors that attracted the viewers towards the place. The findings from the study indicated that the Governments in South America were not putting enough efforts to promote their destinations, when compared to other places such as New Zealand, through the movie The Lord of the Rings and Australia through the movie Australia. A major limitation of this study was that the focus was on only one place and one movie. Josiam, M., B., & Spears, D. (2014)The study was based on finding out the popularity of European destinations through their showcasing in Bollywood movies. The findings of the study indicated that there has been a strong influence by Bollywood movies in choosing Europe as a preferred holiday destination. A survey was carried out among 670 respondents as a part of data collection. The top movies representing European destinations were identified. After watching the Bollywood moviesthe most sought after destinations were identified through the survey. It was also acknowledged that the tourist arrivals to certain destinations increased after these destinations were showcased in the movies. Rewtrakunphaiboon, W. (2011)The study was based on the concept of film-induced tourism which the author describes as a part of cultural tourism. This paper revolved around the benefits of film tourism and how a new place could be promoted effectively through films. Some popular movies such as TheLord of the Rings Trilogy, Captain Corelli‘s Mandolin on the Island of Cephalonia in Greece and NottingHill had great impact on the destinations where they were shot. There was also a major role played by the Korean Dramas which depicted a number of destinations that attracted viewers. The findings of the study highlighted that film tourism marketing strategies have been successfully employed by leading film destinations such as United Kingdom, United States, New Zealand and Korea. An important aspect this research indicates is that thesuccess of the locations is directly depended on the success of the movies. The findings of the study depicted that films have a huge impact on tourist decision making. Tanskanen, T. (2012)The study was based on how films could be used as a strong marketing tool for promoting destinations. The author had conducted a study in Finland onhow Finnish movies

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helped in promoting Finland. This study was based on descriptive and evaluative research. Primary research was conducted through interviews and observations. Blaha, D. (2012)The study was conducted to find out the general awareness of film induced tourism among students and to also study the influence of movies on students in choosing a holiday destination. The focus was on two movies – Harry Potter and Twilight. Comparisons were made with respect to travel activities at each of the places where these movies were shot. Data was collected through online surveys targeting respondents in the age group of 17 to 20. O’Connor, N., Flanagan, S., & Gilbert, D. (2010)The study was based on the relationship between films and destination image that can be effectively used to market tourist destinations. The place chosen for this study was Yorkshire (UK). The findings revolved around the positive and negative impacts of film induced tourism in UK. For the purpose of data collection a tourist survey was conducted and the quantitative data that was collected was analyzed. The study also involved strategic conversations with stakeholders behind the development of Yorkshire. Strauss, A. (2003) The study was based on the economic benefits that a community stands to gain from film tourism. The study embarked on finding out the effects of tourism on communities that were featured in films and also the impact of films on tourism in those regions. For the purpose of this research, 13 North American communities were surveyed. This data collected indicated that when the communities were showcased in films it attracted more number of tourist arrivals. It was observed that the tourism revenue also increased as a result. A model was developed analyzing the data which could further be developed and used to market the destination through movies. Hudson, S., & Ritchie, B. (2006)The study revolved around the marketing factors that can be utilized in attracting tourists to a particular destination, portrayed in the movies. It focused on the marketing activities that have a huge impact on tourist inflow. It also identified the critical factors behind this fast growing phenomenon. An analysis was drawn out by reviewing the marketing activities before the release of a film and after its release. A four factor model was initiated with respect to this study and results were drawn out through the model. Results indicated that DMOs should be more proactive and supportive to filmmakers. It shows that very few DMOs realize the greater impact film tourism has in generating more number of tourists. This article also highlighted the importance of measuring the results of promotional activitiesof films. Hong Hoa, P., Ngoc Khuong, M., &ThanhTruc, V. (2010)Thestudy aimed at identifying the determinants of Vietnamese intentions to visit Korea after watching Korean TV Dramas and Movies. Quantitative method was mainly employed and a self-administered questionnaire survey was conducted with a sample size of 380 Vietnamese respondents. The results showed that the more Korean film makers invested in the topics and contents; actors, music and backgrounds; culture and tradition; and humanism contents, the more likely Vietnamesetourists wereto travel to Korea. Factors of ‗perception changes on Korean country's image‘ and ‗frequency of watching Korean films‘ were also positively associated with travel intentions. In addition, the empirical results indicated that factors like film topics and contents; actors, music andbackgrounds; culture and tradition had significantly affected the frequency of watching and perceptional change on the country‘s image, which implied that Korean films have globally differentiated themselves from films from other nationalities by focusing more into the unique aspects of their socio-cultural values. Elena Ţuclea, C. (2011)The study outlined the correlation between the power of film (both movies and television series) as a motivational and image building tool and the attractiveness of tourism destinations. The paper evaluated a number of key questions and provided stronger insights into the nature of productions, which could induce tourism and recommend ways in which the relation could be strategically utilized from the economic and cultural points of view.

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Chiang, Y., &Yeh, S.( 2011)The studywas built on the model of Perdue for studying residents‘ support for tourism development. The purpose of the study was to understand the influence of benefits sought, socio-demographics on tourist perception, attitude and development influenced by film induced tourism. The area of the study focused on Hengchun Town, which gained fame through the movie Cape No: 7. The survey was conducted in 5 villages of Hengchun Town, over a population of 18 year olds and above. The study collected 561 responses and these responses were analyzed using SPSS 12.0. The result indicated that residents‘ tourism benefits sought couldbe used to predict the impact, perception and attitude, but not their view on the necessity for tourism growth management. Furthermore, young respondents are more likely to have positive perceptions on the local development through film induced tourism. Govers, R., Kumar, K., & M. GO, F. (2009)The study examined the role of tourism promotion as a component of destination image formation. It reports the findings of a study in which 1,100 respondents from around the globe described their pre-visit perceived image of seven sample destinations, as well as the information sources they used. The findings suggested that tourism promotion do not always have a major impact on the perceptions of travelers and that other sources of information have a much greater bearing on the formation of destination images. As a result, tourism authorities need to understand that successful tourism promotion is dependent on a broad range of external influences Hahm, J. (1997)The study focused on determining the differences between pre and post measures resulting from watching a destination specific movie. The research method was a pre and posttest experimental design conducted to a convenience sample of 247 hospitality management students enrolled in a major metropolitan university located inSoutheastern United States. Results of the study revealed that: 1) certain perceived destination images were different before and after the movie; 2) level of interest in visiting the destination was not different before and after the movie; 3) destination image had a positive relationship with the level of interest in visiting the destination; and 4) certain audience characteristics had an impact on the destination Bazyk, K. (2011)The objective of this studywas to find out which are the crucial success factors of film tourism in order to give advice on what kind of marketing strategies should be implemented on thefilm/TV destinations. The study was done in Funen and Northern Sea regions. The Northern Sea region includes many countries with a lot of potential to gain economic success through film tourism. Many stakeholders and factors influence the development of film tourism in specific regions.

Conclusion The review of literatures show the impact that movies have had on increasing tourism to the locations mentioned. Furthermore, it is noteworthy that the studies cited earlier show evidence of movie-induced tourism world-wide in Asia, Europe, South America, and the UK. The study suggests that when there is a higher popularity in the movies, the destinations also becomes more popular when featured in those movies. Hence popular movies can be an effective tool for promoting some of the unexplored destinations and bringing them into limelight. Hudson and Ritchie (2006) have shown that if destinations proactively engage with movie producers and studios to film at their locations, it can lead to successful film tourism. As movies could have such a significant influence on perceived images and travel decisions of viewers, it is vital for destination marketers to concern themselves with the film industry so as toassociate with them and develop places thereby increasing tourist arrivals to those destinations.There is a strong linkage between movies and travel decisions as they choose their places to travel by watching movies.

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Through the review of literatures it was also found that Hollywood movies have a better impact when compared to Indian movies and hence much more effort has to be put in by the Indian Movie Industry to increase the tourist arrivals to Indian destinations.

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