Destination Marketing and Promotion Through Film Tourism: An Empirical Study of Hadoti Region of Rajasthan
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Anukrati Sharma: University of Kota, India
Journal of Applied Management and Investments, 2017, vol. 6, issue 2, 118-129
Film tourism is a buzz word around the world. Films and television shows are intense devices to shape images and make new ones in every age group of person. The growth of the film industry is enhanced a lot because of many reasons especially because of international celebrity involvement. Nowadays shoots at international destinations is a big factor which attracts many of the viewers. Film tourism is a perfect blend of business and recreation. In the present study an attempt has been made to focus upon these two dimensions of film tourism. The research throws a light on the factors which attracts the film producers/directors and the crew to shoot at a certain destination. It also highlights the factors which can attracts the tourists. The most appropriate research methodology for this paper was established from qualitative research which includes questionnaire, observation and interviewing respondents and stakeholder of the selected areas. The researcher also visited the destinations where some of the movies/films have been already shoot. Intensive review of literature has been done to draw the conclusions. It has been observed that films and television shows work as virtual and effective brochures and offer more restrained way of promotion compared to traditional tourism promotional campaigns. Destination positioning just like brand positioning is seen as the vital tool of advertising as it gives access to wider markets. It has been proved in case of a small town like Mandawa of Rajasthan which was only known earlier for the heritage havelis now increased interest of unusual tourists because of film tourism. The research opened up an outlook of film tourism development in Hadoti region also in future.
Keywords: film tourism; destination positioning; tourism marketing (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ods:journl:v:6:y:2017:i:2:p:118-129
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