Branding through movies and TV has become a major battleground in travel marketing. If travel destinations can prominently star in a movie, there is a chance that these destinations may catch the attention of a global audience. High-profile examples include New Zealand’s starring role in the Lord of Rings trilogy and The Hobbit series, and Britain integrated tourism marketing efforts with the Bond film Skyfall. But what makes you choose such destinations? What influences your decisions and purchase behavior in film-induced tourism? Let’s assess the impact of the film Industry on tourism.
Key steps in deciding on travel destinations
The paper presents a seven-stage framework for comprehending travel inspired by films:
1. Accumulation: As a film is watched, it generates mental images that are compared with previous images of the same location.
2. Modification: Characters, landscapes, and storylines in a film can help the viewer relate to the story, thus reinforcing the impact of the mental images.
3. Decision: Powerfully-perceived images, when triggered by need, money, and time, can often convince viewers to choose to travel to the filmed destination.
4. Travel to Destination: This stage is a time of excitement when the imagined dream becomes a reality.
Participation in a destination and its image is confirmed or disconfirmed by reality. For return travel, assessing satisfaction with the visit is essential. Reviewing photos or videos will reinforce positive sentiment and potentially drive future visits. Additionally, watching new videos can add to one’s “image store,” generating fresh possibilities for future travels.
Which places have received the most influx of tourists after the movies?
(Lord of the Rings) – New Zealand
When the first Lord of the Rings film premiered in 2001, millions of movie-goers were introduced to perhaps the movie’s biggest breakout star: the breathtaking volcanoes, sweeping forests, and turquoise-colored lakes and rivers of New Zealand. Before the film’s release, New Zealand had been largely unknown to most Americans as a vacation destination. After the film’s release, however, New Zealand became “Middle Earth,” with the sparsely populated country suddenly on every traveler’s “must visit” list. As a result, tourism to New Zealand increased by 50 percent.
(Game of Thrones) – Croatia, Iceland, and Northern Ireland
Before the release of Game of Thrones, the popular dragon-themed fantasy series, Iceland received roughly 566,000 visitors annually. Following the release of the show on HBO, the annual number of visitors to Iceland rose to over one million. According to TripAdvisor, the show has led to a 120 percent increased interest in the Nordic island country.
Croatia and Ireland have also experienced increases in tourism numbers, thanks to the 38-Emmy Award-winning show. The fictional city of “Kings Landing” was filmed in a Croatian city, resulting in a 10 percent increase in visitors to Croatia.
(Harry Potter) – Alnwick Castle, England
When you head to Alnwick Castle in the English county of Northumberland, you might spot a few youngsters wearing capes and carrying broomsticks. While this 922-year-old castle has drawn tourists interested in history for years, it wasn’t until 2001 when a lightning-bolt-tattooed boy waved his wand that it developed a passionate new fan base. Alnwick Castle served as Hogwarts in the first two Harry Potter movies, leading to a massive 230% surge in visitors since 2011. It used to be the ancestral estate of the Duke of Northumberland!
Many travel trends are related to the film industry and this cannot be denied. You are more likely to want to visit some unique place seen in a movie than just from pictures on the Internet. Try watching Netflix US from the UK and visit one of them on your next trip. Although it can be difficult to figure out how to watch UK Netflix in the US or vice versa, you should do it. In fact, it is not difficult, you just need instructions. You can find it at the link above.
(Mission Impossible II) – Sydney, Australia
Two years prior to the famous movie line “42 Wallaby Way, Sydney” that sent tourists scouring the streets of the Australian capital in search of a clownfish named Nemo, Sydney was thrust into the spotlight thanks to the Hollywood hit “Mission Impossible II” directed by John Woo. The year 2000 film starred Tom Cruise and Thandie Newton and showcased several iconic Sydney landmarks, including the Opera House, Harbour Bridge, and Bare Island. The movie is estimated to have boosted tourism in Sydney by 200%.
(Breaking Bad) – Albuquerque, New Mexico
Although it is difficult to pinpoint the precise economic impact that Breaking Bad has had on Albuquerque’s tourism, tourism officials have revealed that the number of visitors to New Mexico who stays overnight and engages in “cultural activities” has increased since 2011. Even though the show has been off the air since 2013, tour companies report that their Breaking Bad sightseeing tours are still sold out every day. Entrepreneurs have capitalized on the show by offering a rock candy version of Walter White’s concoction, “Bathing Bad” bath salts, and RV tours modeled after the one used by Walt and Jesse.
(Star Wars: The Force Awakens) – Skellig Michael, Ireland
Getting to the remote island of Skellig Michael is no easy feat. While transportation by the Millennium Falcon isn’t required, visitors must take a plane to Northern Ireland, a ferry to the island, and reserve a spot (only 180 visitors are allowed per day). Nonetheless, despite the challenging journey, 16,755 people visited the 54-acre island, which was once inhabited by a Gaelic Christian monastery, last year. However, “welcome” may not be the best word to describe it.
Conclusion
As evidenced by these examples, the film industry has had a great impact on tourism around the world. From Lord of the Rings in New Zealand to Breaking Bad in Albuquerque, movies have inspired massive influxes of visitors to all kinds of places. Seeing these iconic locations in person can be a great way to engage with beloved films and share experiences with others who are passionate about them.
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