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旅游推广策划:An Empirical Identification of Supporting Marketing Initiatives [5]

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2010-12-13编辑:anterran点击率:14424

论文字数:14523论文编号:org201012131149363128语种:英语论文 English地区:美国价格:免费论文

关键词:Film tourismdestination marketingproduct placement

ourism
impacts. DMOs in Britain, Kansas, and Singapore are examples.
VisitBritain has been targeting Indian film producers for
some time in the belief that they can be persuaded to use
British locations for Bollywood films and thereby generate
significant economic benefits for Britain’s tourism industry
(Woodward 2000). In the United States, Kansas’s Travel and
Tourism Development Division spends US$1.2 million annually
on tourism and film promotion. And the SingaporeTourism Board announced a 3-year US$7 million scheme in2004 to lure leading international filmmakers and broadcastersto produce their work there. Approved screen projects thatshowcase Singapore’s appeal receive special help with resourcesand work permits (Jeffery 2004).Some destinations appoint public relations specialists toplace their regions in films. Canada and the Bahamas, forexample, have identified film tourism as a marketing opportunityand employ Weber Shandwick, one of the biggestpublic relations firms in the world, to get maximum exposurefor their destinations in television and film (WeberShandwick 2005). Chicago’s Office of Film and EntertainmentIndustries also has successfully increased the number offilms made in that city by employing a product placement
specialist (The Economist 1998). At the preproduction stage,it is also important to be involved in location scouting. The
JOURNAL OF TRAVEL RESEARCH 389
TABLE 1
FILM TOURISM IMPACTS
Film or TV Series Location Impact on Visitor Numbers or Tourist Revenue
Braveheart Wallace Monument, Scotland 300% increase in visitors year after releaseHeartbeat Goathland, North Yorkshire, England Three times the number of normal visitors in 1991Deliverance Rayburn County, Georgia 20,000 film tourists a year Gross revenues $2 to 3mDances with Wolves Fort Hayes, Kansas 25% increase compared with 7% for previous 4 yearsClose Encounters Devils Tower, Wyoming 75% increase in 1975 20% visit now because of the film of the Third KindThelma and Louise Arches National Monument in Moab, Utah 19.1% increase in 1991
Field of Dreams Iowa 35,000 visits in 1991 Steady increase every year
Dallas Southfork Ranch, Dallas 500,000 visitors per year
The Lord of the Rings New Zealand 10% increase every year 1998 to 2003 from UKSteel Magnolias Louisiana 48% increase year after release
Last of the Mohicans Chimney Rock Park, North Carolina 25% increase year after releaseThe Fugitive Dillsboro, North Carolina 11% increase year after release
Little Women Orchard House, Concord, Massachusetts 65% increase year after releaseBull Durham Durham, North Carolina 25% increase in attendance year after releaseHarry Potter Various locations in U.K. All locations saw an increase of 50% or more
Mission: Impossible 2 National parks in Sydney 200% increase in 2000
Gorillas in the Mist Rwanda 20% increase in 1998
Crocodile Dundee Australia 20.5% increase in U.S. visitors 1981 to 1988
The Beach Thailand 22% increase in youth market in 2000
All Creatures Yorkshire Dales Generated £5m for Yorkshire Dales
Great and SmallTo the Manor Born Cricket St Thomas, Leisure Park, England 37% increase between 1978 to 1980
Middlemarch Stamford, Lincolnshire, England 27% increase in 1994
Four Weddings and The Crown Hotel, Amersham, England Fully booked for at least 3 years
a Funeral
Mrs. Brown Osborne House, Isle of Wight, U.K. 25% increase
Notting Hill Kenwood House, England 10% increase in 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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