Creating a Sustainable Brand for Northern Ireland Through Film-Induced Tourism

Abstract

This article explores the integration of film-induced tourism and destination branding upon locations featuring in a film. Northern Ireland and the film The Chronicles of Narnia—the Lion, the Witch, and the Wardrobe (2005) are the case study under investigation. The researchers' hypothesis is that a brand based on the image derived from a film may be a strong means of marketing the area and supporting tourism even when the film is shot elsewhere. This was initially tested through key informant interviews with the Northern Ireland Tourist Board (NITB) to assess the linkages between film-induced tourism and destination branding. The review of existing academic literature identified a gap in previous investigations, which indicated that there has been little focused research on this phenomenon, particularly in the Irish context. In response, the interviews undertaken were an initial attempt to fill this gap. The findings from these interviews and the issues that emerged from the literature review highlighted a number of implications for the future branding of such destinations. If such implications are adhered to, destinations such as Northern Ireland can strive to brand themselves more effectively in association with film, as seen with New Zealand and The Lord of the Rings (2001–2003) trilogy.

Negative Film Plot and Tourists´ Image and Intentions: The Case ofCity of God

“…Film tourism also includes 354 JOURNAL OF TRAVEL & TOURISM MARKETING trips motivated by the empathy generated by the movie with its characters (Stern & Krakover, 1993) or by one's wish to flee from everyday reality and experience an alternative reality by visiting the depicted place (Schofield, 1996;Suni & Komppula, 2012). Several studies acknowledge the potential of films to influence the image of tourist destinations (e.g., Campo et al, 2011;Hudson, Wang, & Gil, 2011;Iwashita, 2008;Kim & Richardson, 2003;O'Connor & Bolan, 2008;O'Connor, Flanagan, & Gilbert, 2010;Shani et al, 2009;Suni & Komppula, 2012) as well as the decision-making process of potential tourists regarding choice of destination (Beeton, 2004;Hudson & Ritchie, 2006) by generating or increasing their visiting intentions to the depicted place (Hahm & Wang, 2011;Hudson & Ritchie, 2006;Lin & Huang, 2008;Young & Young, 2008). As a consequence, pictures also influence the volume and profile of tourists travelling to the destinations (Croy, 2010;Im & Chon, 2008;Jewell & McKinnon, 2008) with all the associated results.…”

Influence of popular culture on special interest tourists' destination image

“…The impact of pop-culture/film induced tourism has been investigated from various perspectives including visitors' experiences, destination image, travel motivation, future behavioral intentions, destination brand construction, and residents' responses (Busby & Klug, 2001;Busby, Brunt, & Lund, 2003;Busby & O'Neill, 2006;O'Connor & Bolan, 2008;Roesch, 2009;Ward & O'Regan, 2009). Film induced tourism has its ability to provide benefits to filmed and portrayed locations because TV shows, media, and films can lead to high market penetration, stimulating interest, formulating destination image, and eventually visiting the destinations (Busby, Huang, & Jarman, 2013;Busby & Klug, 2001;Frost, 2010;Kim, 2012;Shani, Chen, Wang, & Hua, 2010).…”

The Stein Effect: an Alternative Film‐induced Tourism Perspective

“…The impact of the phenomena has been studied from a number of perspectives, e.g. relating to the visitor (Busby and Klug, ; Busby and O'Neill, ; Roesch, ), relating to the production team as business tourists (Ward and O'Regan, ), relating to brand construction (O'Connor and Bolan, ) and relating to the residents (O'Neill et al ., ; Busby et al ., ).…”