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