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The reported impact of films on tourist visitation is immense. All the same, most cases appear to be the exception, rather than the rule. This paper presents the need of an image strategy to obtain the most sustainable benefits from films. Image strategies require the assessment of a destination's image, and the role that films play to reinforce or enhance the destination's positive attributes. To theorise and exemplify the strategic use of films in a destination image strategy the case of Tourism New Zealand and The Lord of the Rings is used. Implications are that if there is alignment to the actual and market ideal image, then use of the film is indicated. Investment in promoting the alignments will depend on film production investment and potential audience reach. Finally, expectations should not be for an increase in visitors due to a film, instead expectations of enhanced awareness and familiarity with the destination are positive and successful outcomes.

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Tourism is increasingly perceived as important for island sustainability, though also has impacts. Impacts on host communities have negative consequences on desired interactions with visitors, an important visitor appeal of islands. This paper uses social exchange and social representations theories to investigate island community perceptions of tourism development and impacts. The investigations highlight a diversity of island community perspectives, the salient tourism consequences, and importantly the processes that lead to the perceived impacts. On Magnetic Island, the development of resorts, changes to the type of visitor and consequent changes to the social environment was uncovered as a reason not to interact with visitors. On Bruny Island, visitors overcrowding island infrastructure was highlighted as a key reason not to interact with visitors. On both islands, the reason not to interact was more due to the process of tourism development decision-making, rather than the consequent impacts of these developments. Overall, the research highlights the need for community inclusion and consultation in sustainable island tourism policy and planning, both to facilitate the process of sustainable development and to educate communities of the likely consequences.

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