Film marketing opportunities for the well-known tourist destination

Angelo Giraldi () and Ludovica Cesareo ()
Additional contact information
Angelo Giraldi: Sapienza, University of Rome
Ludovica Cesareo: University of Pennsylvania

Place Branding and Public Diplomacy, 2017, vol. 13, issue 2, No 2, 107-118

Abstract: Abstract This study explores the potential role of destination image in the context of film-induced tourism for the city of Rome. We examine the effects of two trailers of the 2014 Academy Award® winner for best foreign movie “The Great Beauty” on the image change of the city as a travel destination. The results, obtained through an experimental study with international respondents, suggest that a film can shift consumers’ cognitive and affective destination image perceptions in coherence with the contents proposed; yet for Rome, a mature destination with a well-established heritage, the changes are not so dramatic. We discuss the implications within the context of destination management and propose an agenda for future research.

Keywords: consumer behaviour; destination image; destination management; film marketing; Rome; tourist behaviour (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41254-016-0035-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:13:y:2017:i:2:d:10.1057_s41254-016-0035-5

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/s41254-016-0035-5

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().