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The economic impacts of on-screen tourism are particularly interesting, and research in this area can provide useful information to governments making decisions regarding subsidising film production and forming relevant marketing strategies. No reliable and systematic approach for measuring the economic impacts of on-screen tourism currently exists, and this study is the first to evaluate the overall economic impacts of on-screen tourism by comparing the impacts of two series of films, The Lord of the Rings and the Hobbit, both filmed in New Zealand. A new approach combining econometric and computable general equilibrium modelling techniques is used in the assessment. The results show that The Lord of the Rings did not significantly impact on the tourism and economy of New Zealand, while the Hobbit Trilogy had a significant positive impact, which may be due to effective marketing strategies and media convergence.

This paper integrates cultural theory and marketing strategy to examine the complex relationship between on-screen popular culture and tourism destination place-making. Its review of the literature results in the development of an inter-disciplinary conceptual framework (termed 'on-screen dollying') that provides a culturally-grounded and contextually-driven theorisation of the means by which on-screen popular culture place-making can foster destination development. In developing the conceptual framework, the paper classifies the characteristics of on-screen tourism affecting destination development and identifies six strategies for leveraging on-screen tourism. Based on our inter-disciplinary analysis, we propose a research agenda that integrates on-screen tourism and destination place-making and which has implications for policy and theory.

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