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旅游推广策划:An Empirical Identification of Supporting Marketing Initiatives [6]

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:14377

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

1 month
Saving Private Ryan Normandy, France 40% increase in American tourists
Sense and Sensibility Saltram House, England 39% increase
Pride and Prejudice Lyme Park in Cheshire, UK 150% increase in visitors
Cheers Location in Boston $7m in unpaid promotional advertising each year
Miami Vice Miami 150% increase in German visitors 1985 to 1988
Forrest Gump Savannah, Georgia 7% increase in tourism
Troy Canakkale, Turkey 73% increase in tourism
Captain Corelli’s Cephalonia, Greece 50% increase over 3 years
Mandolin
Sources: Riley and van Doren (1992); Tooke and Baker (1996); Grihault (2003); Croy and Walker (2003); Cousins and Anderek
(1993); Busby, Brunt and Lund (2003); Riley, Baker, and van Doren (1998).
Downloaded from http://jtr.sagepub.com at University of Stirling on April 27, 2009
Swiss Tourist Board will pay all the scouting expenses for
top Bollywood directors, as Bollywood films made in
Switzerland have stimulated incoming tourism from India
(Mehta 2004).
At the preproduction stage, a destination can negotiate
credits for being used in the film. In 2005, marketers from
Yukon Tourism and Culture partnered with French and
Italian distributors of the film Le Dernier Trappeur. Yukon’s
tourism marketing branch negotiated credits to appear right
at the beginning of the film, making it clear to viewers that
the film was shot in the Yukon. Together with industry partners,
including the federal government, more than CDN$60,000
was invested to co-brand Yukon and Canadian travel destinations
with the film’s distribution in Europe (Raycroft
2005). There also is increasing interest among consumers in
seeing the making of the films. This provides another opportunity
for destinations to get involved in marketing their
locations. New Zealand, for example, included a destination
guide with The Lord of the Rings boxed set that indicated
where different scenes were shot.
390 MAY 2006
FIGURE 1
FILM TOURISM: A MODEL FOR EXPLOITING FILM MARKETING OPPORTUNITIES
• Appoint an executive or public relations specialist to deal with
film studios directly
• Actively promote the destination to film studios
• Offer grants and tax credits to encourage studios to use
the location
• Be actively involved in location scouting
• Plan carefully to maximize the impacts of post-production
exposure
• Carefully assess a film’s merit in terms of its promotional value
• Negotiate end credits for the destination
• Negotiating and/or produce a "making of the film" feature
• Engage the film’s stars to promote the film location
• Provide images for media or tour operators to use in
promotions (on cd rom or Web site)
• Ensure media coverage of the film mentions the film location
• Invite travel media to film location
• Sponsor the film directly
• Plan activities to promote other tourism sectors such as art,
crafts, food, wine, music, and fashion
• Invite travel media to special release of the film
• Post signage and interpretation at the location
• Sell film memorabilia
• Replicate or maintain film icons/sites/scenes/ sets to maintain
authenticity
• Host events that continue the pull of the film beyond
its natural audience peak
• Develop a dedicated Web site for potential tour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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