It is generally believed that consumption of film and television products can induce tourism to destinations featured. We review the literature relating to this, examine it from the perspective of mass communications theory and develop a general causal model to measure the influence of screen products on visitor numbers. The model is quantified by way of a survey at two popular UK destinations. Our conclusions are that the contributions of screen products to visitor numbers are fractional, diffuse and substantial. We further find that the magnitude of the effect differs greatly between destinations and that this is related to background causes independent of screen effects.
In assessing the economic impact of a cultural event or attraction, the number of visits caused by the event or attraction is the pivotal variable. In the instance of many visitors, the causal impact is neither absent nor complete, but partial. The authors develop a method of assessing directly the aggregate causal impact of a cultural event or attraction and apply this in four case studies of culture in market towns. There emerges a pattern in the way economic impact comes about.
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