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Promoting South Africa As an International Film Tourism Destination

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Promoting South Africa As an International Film Tourism Destination PROMOTING SOUTH AFRICA AS AN INTERNATIONAL FILM TOURISM DESTINATION by CARMEN LOEDOLFF 27091831 Submitted in partial fulfilment of the requirements for the degree MCom in Tourism Management in the FACULTY OF ECONOMIC AND MANAGEMENT SCIENCES at the UNIVERSITY OF PRETORIA Supervisor: Mrs EA Kruger Co-supervisor: Prof F Fairer-Wessels Date of submission 09-10-2014 FACULTY OF ECONOMIC AND MANAGEMENT SCIENCES Declaration of Plagiarism The Faculty of Economic and Management Sciences emphasises integrity and ethical behaviour with regard to the preparation of all written assignments. Although the lecturer will provide you with information regarding reference techniques, as well as ways to avoid plagiarism (see the “Guidelines on Referencing” document), you also have a responsibility to fulfil in this regard. Should you at any time feel unsure about the requirements, you must consult the lecturer concerned before submitting an assignment. You are guilty of plagiarism when you extract information from a book, article, web page or any other information source without acknowledging the source and pretend that it is your own work. This does not only apply to cases where you quote the source directly, but also when you present someone else’s work in a somewhat amended (paraphrased) format or when you use someone else’s arguments or ideas without the necessary acknowledgement. You are also guilty of plagiarism if you copy and paste information directly from an electronic source (e.g., a web site, e-mail message, electronic journal article, or CD-ROM) without paraphrasing it or placing it in quotation marks, even if you acknowledge the source. You are not allowed to submit another student’s previous work as your own. You are furthermore not allowed to let anyone copy or use your work with the intention of presenting it as his/her own. Students who are guilty of plagiarism will forfeit all credits for the work concerned. In addition, the matter will be referred to the Committee for Discipline (Students) for a ruling. Plagiarism is considered a serious violation of the University’s regulations and may lead to your suspension from the University. The University’s policy regarding plagiarism is available on the Internet at http://www.library.up.ac.za/plagiarism/index.htm. Also see the notes for Theme 2. For the period that you are a student in the Faculty of Economic and Management Sciences, the following declaration must accompany all written work that is submitted for evaluation. No written work will be accepted unless the declaration has been completed and is included in the particular assignment. I (full names & surname): Carmen Loedolff Student number: 27091831 Declare the following: 1. I understand what plagiarism entails and am aware of the University’s policy in this regard. 2. I declare that this assignment is my own, original work. Where someone else’s work was used (whether from a printed source, the Internet or any other source) due acknowledgement was given and reference was made according to departmental requirements. 3. I did not copy and paste any information directly from an electronic source (e.g., a web page, electronic journal article or CD ROM) into this document. 4. I did not make use of another student’s previous work and submitted it as my own. 5. I did not allow and will not allow anyone to copy my work with the intention of presenting it as his/her own work. 09 October 2014 Signature Date ABSTRACT Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commissions/offices in attracting international film producers, determine what local South African DMOs and local and foreign film commissions/offices perceive as important factors in attracting international film producers, determine and describe the factors influencing international film producers’ selection of a location, determine international film producers’ perceptions of South Africa as a film location in terms of these factors, develop a model for promoting South Africa as an ideal film location to international film producers and then relate the developed model to guidelines in accordance with the services marketing mix (7 Ps). The results obtained identified a number of factors that influence international film producers’ selection of a location and the model can be used to assist DMOs in developing effective marketing strategies in order to attract international film producers to South Africa. This was a qualitative study where three data collection instruments were used on four participant groups; secondary data was also analysed. It was found that South African DMOs do not yet have a working relationship with the relevant film industry leaders; that local film commissions’/offices’ current marketing activities are in line with foreign film commissions’/offices’ marketing strategies; that local DMOs and local and foreign film commissions/offices are more often than not aware of the factors influencing international film producers’ selection of a location and that South Africa has a positive image as a film destination. This research contributes to tourism literature by developing a model and suggesting guidelines that could be used by South African DMOs to attract more international film producers to the country and thus ultimately increase the number of film tourists who visit. - i - All South African DMOs should consider the suggested guidelines when developing a marketing strategy for promoting South Africa as a preferred film destination to international film producers. KEYWORDS: Destination marketing, film producers, film tourism, model, guidelines, service marketing, qualitative research - ii - ACKNOWLEDGEMENTS I wish to express my sincere appreciation to the following individuals for their contribution towards the completion of this study: • My supervisor, Mrs. Elizabeth A. Kruger, and co-supervisor, Prof Felicite Fairer- Wessels, for all their inputs, advice and suggestions during the course of this study. They provided guidance, but also gave me the freedom to do what I believed was right. • My parents, Gerhard and Juliet Loedolff, for their unbounded love and faith in me and my ability to constantly better myself and for all that they have done to support me. Without their faith and support I would never have come as far as I have. • My fiancé, Rowan Poole, for his support, love and understanding. I look forward to what life still has in store for us and all the adventures we will share. • Ms. Mandy Engelbrecht for editing this dissertation and for doing it in record time. - iii - TABLE OF CONTENTS ABSTRACT.. ........................................................................................................................ i ACKNOWLEDGEMENTS.. ................................................................................................ iii TABLE OF CONTENTS.. .................................................................................................. ..v APPENDICES.. ................................................................................................................ viii LIST OF TABLES.. ............................................................................................................. ix LIST OF FIGURES. ............................................................................................................. x - iv - TABLE OF CONTENTS CHAPTER 1: INTRODUCTION TO THE STUDY ........................................... 1 1.1 BACKGROUND ........................................................................................................... 1 1.2 PROBLEM STATEMENT ............................................................................................ 4 1.3 PURPOSE STATEMENT ............................................................................................ 4 1.4 RESEARCH QUESTION AND OBJECTIVES ............................................................. 5 1.5 ACADEMIC VALUE AND PRACTICAL CONTRIBUTION OF THE STUDY ................ 6 1.6 DELIMITATIONS AND ASSUMPTIONS ..................................................................... 6 1.6.1 DELIMITATIONS ................................................................................................ 6 1.6.2 ASSUMPTIONS .................................................................................................. 7 1.7 RESEARCH DESIGN .................................................................................................. 8 1.8 DEFINITION OF KEY TERMS .................................................................................... 8 1.9 ORGANISATION OF CHAPTERS ............................................................................ 11 CHAPTER 2: INTRODUCTION TO DESTINATION MARKETING ............... 13 2.1 INTRODUCTION ....................................................................................................... 13 2.2 THE ROLE OF DMOS ............................................................................................... 14 2.2.1 PURPOSES AND OBJECTIVES OF DMOs ....................................................
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