Marketing and Psychology behind Film-Induced Tourism

Abstract

Film-Induced tourism is a relatively new phenomenon that has just recently been an object of studies. The appearance of certain locations in films or series gift them with great exposure, acting as a motivational factor for spectators to travel and visit those places. Of course, to fully understand film tourism, we need to dig into the behavioral psychology behind it to better comprehend its effects and how are they managed by marketing agencies, public institutions and local businesses. However, to take full advantage from this phenomenon in the long term, good marketing and advertising strategies need to be put in place to help the numerous visitors maintain that connection to the film or series. Some of this strategies include: (i) the use of activities in the final destination, (ii) the use of classical marketing elements like product placement or keeping good public relations or (iii) helping some decaying or not so known places in the world to turn around their situation and finding new income sources through film-induced tourism.