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of the entertainment industry and theincrease in international travel. This article proposes amodel for exploiting film tourism marketing opportunities. Itidentifies the optimum marketing factors that encourage filmtourists to visit destinations that appear (or are depicted) inthe movies. Factor analysis reveals four types of marketingactivities in which destinations can engage to promote filmtourism: proactive efforts to encourage producers and studiosto film at the location, efforts to generate media publicityaround the film and its location, marketing activities thatpromote the film location after production, and peripheralmarketing activities that leverage film tourism potential.Results of a stepwise multiple regression analysis indicate ahigh correlation between film tourism success and one of thefour factors: the proactive efforts of destinations that encourageproducers and studios to film at their location.

Keywords: Film tourism; destination marketing; product
placement
The study of film tourism is relatively new in tourism
research. Sometimes called movie-induced or film-induced
tourism, film tourism is defined here as tourist visits to a destination
or attraction as a result of the destination’s being
featured on television, video, or the cinema screen. Falling
loosely under the umbrella of cultural tourism, film tourism
is a growing phenomenon worldwide, fueled by both the
growth of the entertainment industry and the increase in
international travel. The benefits of film tourism are becoming
increasingly apparent. Appealing to wide and diverse
markets, film tourism offers something for everyone, just
like the films themselves, and tourism organizations can use
films as springboards for marketing campaigns if the films
are seen as appropriate for the destination. Marketing opportunities
are generated when the film is being premiered and
distributed as well as during each release window. Additional
businesses and services can be created through film tourism
that in turn can encourage the extension and strengthening of
the visitor season. This article proposes a model for exploiting
film tourism marketing opportunities and then reports on an
empirical study identifying the critical marketing success
factors that encourage film tourists to visit destinations around
the world.
Downloaded from https://jtr.sagepub.com at University of Stirling on April 27, 2009
advertising exposures (Karrh, McKee, and Pardun 2003), and
some researchers have found that a simple visual placement
in the background can be as effective as a highly integrated
placement (Russell 2002).
The measurement of product placement has been the
subject of much discussion, but researchers are beginning to
measure and track the effectiveness of product placement
(Atkinson 2004). Among product placement practitioners,
unaided recall and brand recognition are the two most popular
means of assessing placements, though the tracking of
subsequent related sales or the measurement of trade or
general press coverage are methods growing in use (Karrh,
McKee, and Pardun 2003). The New Zealand Tourism Board
looked at the first The Lord of the Rings film as the equivalent
of a promotional piece and worked out what the exposure
would have cost to access commercially. Based on attendances
and making a range of assumptions, they estimated
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