MOVIE TOURISM: THE ROLE OFMOVIES IN DESTINATION MARKETING

Hakan Yilmaz and Medet Yolal ()
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Medet Yolal: Anadolu University

Anadolu University Journal of Social Sciences, 2008, vol. 8, issue 1, pages 175-192

Abstract: The aim of the study is to evaluate how effective are the destinations placed in movies in destination choice decisions of students. Rapid growth in the number of movie-goers offers marketers to place products in movies as an alternative promotion tool. Sites, studios, hotels, residences and other places wherethe movies areshot can be a tourist attraction as a result of the movies’success. In the study, focus group method was employed in order to reveal student attitudes, perceptions, tendencies and interactions between the group members about the destinations placed in movies. Findings showed that students are highly keen on visiting the destinations they saw in the movies. They also agreed on that promotion of destinations via movies was an effective marketing communication strategy. In case of Turkey, anefficient use of destination placement in movies would help destinations to better promote themselves and increase their market share as in current examples.

Keywords: Destination Marketing; Movie Tourism; Product Placement; Marketing Communication; Focus Group. (search for similar items in EconPapers)
JEL-codes: M31 L83 (search for similar items in EconPapers)
Date: 2008

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Persistent link: http://EconPapers.repec.org/RePEc:and:journl:v:8:y:2008:i:1:p:175-192

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