Growing competition for screen tourists activates new destination marketing tactics

Radomskaya, Valeriya

doi:10.4324/9781315559018-36

Cited by 1 publication

(5 citation statements)

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“…Pop culture consists of the cultural elements that prevail in any given society and mainly comprises the more popular media, music, television, cinema, books, games (Cambridge Dictionary, 2021), literature, drama and celebrities (Busby & Klug, 2001;Lee, Song & Lee, 2017). Radomskaya (2018) refers to pop culture as an umbrella term, consisting of various fields such as film tourism, arts tourism, special events tourism and literary tourism. From a commercial perspective, Lee and Bai (2016) state that pop culture is mainly profit-driven and for mass consumption.…”

Section: 2) Pop Culture Pop Culture Events and Pop Culture Fansmentioning

confidence: 99%

“…shows and eSport competitions (Radomskaya, 2018) an entertainment event comprising of different themes and topics relating to movies, online gaming and fandom. The event also contains a kids-focussed area referred too as KidsCon making this a popular event for the whole family.…”

Section: 2) Pop Culture Pop Culture Events and Pop Culture Fansmentioning

confidence: 99%

“…Cultural tourism comprises a wide variety of activities and experiences and has become an important travel motivation. Throughout the years, cultural tourism has become a critical consideration in destination development and an important component of tourism development policies (Radomskaya, 2018). Popular culture (pop culture) tourism, a form of cultural tourism, is also becoming a sought-after experience.…”

Section: Introductionmentioning

confidence: 99%

“…Popular culture (pop culture) tourism, a form of cultural tourism, is also becoming a sought-after experience. According to Bear (2019), pop culture is one of the key reasons of tourists' intentions and choices to travel and comprises film tourism, literary tourism, music tourism, special events tourism, food tourism and arts tourism, amongst others (Radomskaya, 2018). In addition, Storey (2009) states that pop culture includes commercially created cultural products that are widely cherished by many.…”

Section: Introductionmentioning

confidence: 99%

“…These events also afford fans with opportunities for face-to-face interactions with one another, shifting the fandom community from a digital context to an actual physical context (Kington, 2015). Radomskaya (2018) states that pop culture events such as film festivals, conventions (e.g., Comic Cons), competitions, exhibitions and shows add to the recreational value of a destination and provide an opportunity for economic growth in the cultural tourism sector.…”

Section: Introductionmentioning

confidence: 99%

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Understanding the Travel Motivations of Pop Culture Fans

Labuschagne

Burger

2022

ENLIGHTENING TOURISM

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Popular culture (pop culture) events have the potential to promote tourist destinations and to generate tourism income. Travel motivation is a critical consideration for reaping these benefits since it serves as a stepping stone for event attendance and it initiates a desire to act. The purpose of this paper therefore is to determine the travel motivations of pop culture fans. Data was gathered from 576 pop culture fans attending a pop culture event in Gauteng, South Africa, using a structured questionnaire. The data were analysed using exploratory factor analysis. The findings revealed nine travel motivations which were labelled brand visibility, event participation, acquire pop culture knowledge, escapism, celebrity fandom, value for money, exclusive merchandise, social enjoyment and novelty. The paper highlights novelty as the most important travel motivation for attending the specific pop culture event and it is therefore argued that pop culture fans attend these events to experience something new and different. In line with the findings of this research, it is recommended that pop culture event marketers pay close attention to all nine identified travel motivations to retain their current fans and to remain competitive.

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Section: 2) Pop Culture Pop Culture Events and Pop Culture Fansmentioning

confidence: 99%

Section: 2) Pop Culture Pop Culture Events and Pop Culture Fansmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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