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Quantifying Film and Television Tourism in England

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Quantifying Film and Television Tourism in England Quantifying film and television tourism in England Quantifying Film and Television Tourism in England Report for Creative England in association with VisitEngland by Olsberg•SPI © Olsberg•SPI 2015 4th March, 2015 i 11th January, 2013 4th March, 2015 Quantifying film and television tourism in England CONTENTS 1. Executive Summary .................................................................................................................. 2 1.1. Context for the Study .......................................................................................................... 2 1.2. A Deeper Understanding of Screen Tourism Effects ............................................................ 3 1.3. The Economic Importance of Tourism ................................................................................. 5 1.4. International and Domestic Visitors .................................................................................... 6 1.5. Key Findings ........................................................................................................................ 7 1.5.1. Proportion of core screen tourists .............................................................................. 7 1.5.2. The value of screen tourism ...................................................................................... 11 1.5.3. Screen tourism as a driver for visitors ........................................................................ 13 1.5.4. Maximising screen tourism ...................................................................................... 14 1.6. A Predictive Model .............................................................................................................15 1.7. Methodology ..................................................................................................................... 16 1.7.1. Overview .................................................................................................................. 16 1.7.2. Key steps – site valuations ....................................................................................... 16 1.7.3. Key steps – Rest of England valuation ....................................................................... 17 1.8. Conclusions and Recommendations .................................................................................. 19 1.9. Literature Review .............................................................................................................. 20 1.10. Glossary ............................................................................................................................ 22 1.11. About Olsberg•SPI ............................................................................................................ 23 1.12. Acknowledgements .......................................................................................................... 23 2. Study Findings ........................................................................................................................ 24 2.1. Survey Results ................................................................................................................... 24 2.1.1. Total respondents .................................................................................................... 24 2.1.2. Gender of respondents ............................................................................................ 25 2.1.3. Age of respondents .................................................................................................. 26 2.1.4. Volume of core screen tourists ................................................................................. 26 2.1.5. Value of core screen tourists .................................................................................... 27 2.1.6. Valuing the Rest of England – key assumptions ....................................................... 30 2.1.7. Rest of England value ................................................................................................ 31 2.2. Survey Findings – Further Insights ...................................................................................... 31 2.2.1. Content range ........................................................................................................... 31 2.2.2. Location identity ...................................................................................................... 32 2.2.3. Visit overlap ............................................................................................................. 34 2.2.4. The rapid impact of screen tourism .......................................................................... 34 2.2.5. Highbrow vs lowbrow .............................................................................................. 35 2.2.6. Coach trips and spending ......................................................................................... 35 © Olsberg•SPI 2015 4th March, 2015 ii Quantifying film and television tourism in England 2.2.7. Interest in screen tourism among general visitors .................................................... 35 2.2.8. Repeat visitors .......................................................................................................... 37 2.3. Maximising the Benefits of Screen Tourism ....................................................................... 37 2.3.1. Managing expectations ............................................................................................ 38 2.3.2. The benefits of close links between screen and tourism agencies ............................ 39 2.4. Conclusions and Recommendations .................................................................................. 40 2.5. Suggestions for Further Research ..................................................................................... 42 3. A Predictive Model .................................................................................................................. 44 3.1. Introduction ...................................................................................................................... 44 3.2. Assessing Screen Tourism Potential .................................................................................. 45 3.2.1. Successful film franchise or television series ............................................................ 45 3.2.2. Literary adaptations ................................................................................................. 46 3.2.3. Visual impact and story profile ................................................................................. 46 3.2.4. Intersection with other key tourist interests ............................................................. 47 3.2.5. Positive appeal ......................................................................................................... 47 3.2.6. Presence of major producer, financier or distributor ................................................ 47 3.3. Predictive Value Model...................................................................................................... 48 4. An Approach to Valuation – Study Methodology .................................................................... 50 4.1. Introduction ...................................................................................................................... 50 4.2. Choice of Location ............................................................................................................ 50 4.3. Choice of Screen Product .................................................................................................. 50 4.4. Literature Review ...............................................................................................................51 4.5. Survey Design ....................................................................................................................51 4.6. Site Surveys .......................................................................................................................51 4.7. Online Surveys .................................................................................................................. 52 4.8. Scaling Up to Annual Value ............................................................................................... 52 4.8.1. Individual value of survey locations .......................................................................... 54 4.9. Valuing Screen Tourism in the Rest of England ................................................................. 54 4.9.1. The Scaling-Up Method ........................................................................................... 54 4.10. Consultations .................................................................................................................... 55 4.11. Data Processing and Analysis ............................................................................................ 55 4.12. Report Writing .................................................................................................................. 56 5. Location and Production Case Studies ..................................................................................... 57 5.1. Alnwick Castle ................................................................................................................... 58 5.1.1. About the destination .............................................................................................. 58 5.1.2. Profile of Harry Potter and the Philosopher’s
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