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O Caso De Portugal Film-Induced Tourism

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O Caso De Portugal Film-Induced Tourism Universidade de Aveiro Departamento de Economia, Gestão e Engenharia 2013 Industrial SUSAN O CINETURISMO – O CASO DE PORTUGAL BELINDA CARVALHO FILM-INDUCED TOURISM – THE CASE OF PORTUGAL Universidade de Aveiro Departamento de Economia, Gestão e Engenharia 2013 Industrial SUSAN O CINETURISMO – O CASO DE PORTUGAL BELINDA CARVALHO FILM-INDUCED TOURISM – THE CASE OF PORTUGAL Dissertação apresentada à Universidade de Aveiro para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Gestão e Planeamento em Turismo, realizada sob a orientação científica do Doutor Armando Luís Vieira, Professor Auxiliar do Departamento de Economia, Gestão e Engenharia Industrial da Universidade de Aveiro e coorientação da Doutora Alcina Pereira de Sousa, Professora Auxiliar do Centro de Competências de Artes e Humanidades da Universidade da Madeira. ii I dedicate this dissertation to my mum, Celeste Nóbrega for all her support throughout this entire process and for always believing in me. o júri Presidente Prof. Doutora Zélia Maria de Jesus Breda professora auxiliar convidada do Departamento de Economia, Gestão e Engenharia Industrial da Universidade de Aveiro Prof. Doutor Moritz Von Schwedler professor auxiliar convidado da Escola de Economia e Gestão da Universidade do Minho Prof. Doutor Armando Luís Lima de Campos Vieira professor auxiliar do Departamento de Economia, Gestão e Engenharia Industrial da Universidade de Aveiro iv acknowledgements First of all, I would like to thank my family for their support and patience throughout this long and stressful journey. I would like to thank my supervisor, Prof. Doctor Armando Vieira for having provided the necessary guidance and keeping me on the right path. I would also like to give a special thank you to Prof. Doctor Alcina Sousa for showing enthusiasm with my project and for supporting my academic journey over the last five years. Last of all, I could not go without thanking the staff of the Madeira Promotion Bureau, the director of the Madeira Film Commission, the regional associations of tourism promotion and Turismo de Portugal for having taken time and interest to respond to the questionnaires and interviews as without them this dissertation would not be possible. palavras-chave Cineturismo, marketing de destinos, associações de promoção turística, film commissions, estratégias de marketing do destino. resumo O presente trabalho aborda o tema do cineturismo em Portugal pela perspetiva das associações de promoção turística portuguesas. Dada a escassez de investigação sobre cineturismo em Portugal, devido à novidade do tema, foi desenvolvida investigação primária através de inquéritos por questionário, estudos de caso e entrevistas. A investigação primária conduzida concluiu que Portugal detém todos os recursos e atributos necessários para desenvolver o cineturismo, no entanto as associações de promoção turística e as film commissions necessitam de trabalhar em conjunto para garantir que os filmes são promovidos de uma forma que pode ser benéfica para o setor do turismo e para a indústria do cinema. vi keywords Film-induced tourism, film tourism, destination marketing, destination marketing organisations, film commissions, destination marketing strategies. abstract The following dissertation discusses the topic of film-induced tourism in Portugal from the perspective of the Portuguese destination marketing organisations. As research concerning film tourism in Portugal was unavailable due to the novelty of the topic, primary research was developed through online survey questionnaires, case studies and interviews. The primary research conducted found that Portugal has all the necessary resources and attributes required to develop film tourism; however DMOs and film commissions need to work together to ensure that films are promoted in a way which can be beneficial to both the tourism sector and the film industry. Table of Contents Table of Contents ................................................................................................................... i List of Figures ....................................................................................................................... iv List of Tables ......................................................................................................................... v List of Abbreviations ............................................................................................................ vi Chapter 1 - Introduction 1.1 Introduction ..................................................................................................................... 1 1.2 Relevance of the Study .................................................................................................... 1 1.3 Definition of the Research Problem and Goals ............................................................... 2 1.4 Research Objectives ........................................................................................................ 3 1.5 Organisation of the Research ........................................................................................... 4 1.6 Conclusion ....................................................................................................................... 5 Chapter 2 – Theoretical Background – Film-Induced Tourism 2.1 Introduction ..................................................................................................................... 6 2.2 Definition of Film-Induced Tourism ............................................................................... 6 2.3 Types and Forms of Film Tourism ................................................................................ 14 2.4 Types of Film Tourists .................................................................................................. 15 2.5 The 3Ps Framework ....................................................................................................... 16 2.6 The Film Tourism Process According to Sellgren ........................................................ 17 2.7 The Impacts of Film Tourism ........................................................................................ 18 2.7.1 Positive Impacts ...................................................................................................... 19 2.7.2 Negative Impacts .................................................................................................... 20 2.8 TV Soap Operas and Fictional Television Series .......................................................... 21 2.9 Travel Programmes, Documentaries, Non-fictional Series and Non-fictional TV Programmes ................................................................................................................... 23 2.10 Conclusion ................................................................................................................... 26 i Chapter 3 – Theoretical Background – Destination Marketing 3.1 Introduction ................................................................................................................... 28 3.2 Definition of Destination Marketing ............................................................................. 28 3.3 Definition of Destination Marketing Organisations ...................................................... 29 3.3.1 Destination Marketing Organisations in Portugal .................................................. 33 3.4 Definition of Destination Image .................................................................................... 35 3.4.1 Destination Image and Film Tourism ..................................................................... 35 3.5 From Product Placement to Branded Entertainment Clines .......................................... 38 3.6 Definition of Destination Marketing Strategies ............................................................ 42 3.6.1 Destination Marketing Strategies and Film Tourism ............................................. 43 3.7 Conclusion ..................................................................................................................... 48 Chapter 4 – Research Methodology 4.1 Introduction ................................................................................................................... 50 4.2 Types of Research ......................................................................................................... 50 4.3 Literature Review .......................................................................................................... 51 4.4 Survey Questionnaires ................................................................................................... 51 4.4.1 Sampling Design .................................................................................................... 52 4.4.2 Survey Questionnaire Design ................................................................................. 53 4.4.3 Survey Questionnaire Layout ................................................................................. 54 4.4.4 Data Collection and Data Analysis of the Survey Questionnaires ......................... 56 4.5 Case Studies ................................................................................................................... 57 4.5.1 Content Analysis .................................................................................................... 57 4.6 Interviews ...................................................................................................................... 58 4.6.1
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