1. ART&TUR
International Tourism Film Festival
Barcelos – 24 a 27 de Outubro, 2012
Cinema and Tourism: the influence of the
audiovisual in the promotion of Tourism
Marisa Serrenho

2. AGENDA
 Tourist places
 Film spectatorship as tourism
 Film as a motivation for tourism
 Tourism development through film

3. TOURIST PLACES
A tourist place is a “rhetorical territory”
(Augé, 1998: 113)
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4. FILM
SPECTATORSHIP
Film spectatorship as (virtual) Tourism
 Leisure activity
 Time & space travel
 Voyeurism
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5. FILM AS A MOTIVATION FOR
TOURISM
8 out of 10 Britons get their
holiday destination ideas from films
Thomson Holidays survey,
2004
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6. FILM AS A MOTIVATION FOR
TOURISM
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7. FILM AS A MOTIVATION FOR
TOURISM
Film as a motivation for (physical) Tourism
Film Tourism
Film-induced
Tourism
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8. FILM AS A MOTIVATION FOR
TOURISM
Film Tourism
 Successor to literary tourism
 Pilgrimage
 Hyper-real tourism
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9. LOTR / NEW
ZEALAND

10. FILM AS A MOTIVATION FOR
TOURISM
Film INDUCED Tourism
 Film as catalyst
 Halo effect
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11. FILM AS A MOTIVATION FOR
TOURISM
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12. FILM AS A MOTIVATION FOR
TOURISM
We
believe
that
people
come
to
understand their world and their values
in narrative (or storytelling) form.
Hollihan & Baaske, 2005: 20
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13. FILM AS A MOTIVATION FOR
TOURISM
Film’s persuasion factors - Cohen (1986):
 Literary ethos (actors);
 Literary logos (logic and reasoning);
 and literary pathos (emotions).
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14. FILM AS A MOTIVATION FOR
TOURISM
Film’s attraction factors - Macionis (2004):
 Place (scenery);
 Personality (characters, actors, celebrities);
 and Performance (plot, genre).
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15. “NEW” DESTINATIONS
The Sound of
Music, 1965
(Salzburg)
The Beach, 2000
(Thailand)
Australia, 2008
(Australia)

16. TOURISM DEVELOPMENT THROUGH FILM
FILMS IMPACTS IN IMAGE FORMATION
[ TOURIST DESTINATIONS ]
Butler, 1990
Riley & van Doren, 1992
Gartner, 1993
Schofield, 1996
Iwashita, 2003
Kim & Richardson, 2003
Hudson, Wang, & Gil, 2011
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17. TOURISM DEVELOPMENT THROUGH FILM
FILM IMPACT ON DESTINATIONS IMAGE
PRODUCT PLACEMENT IMPACT FOR BRANDS
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18. TOURISM DEVELOPMENT THROUGH FILM
ADVANTAGES OF FILM AS A MARKETING TOOL :
 Big audience at small budget;
 Substantial information about the destination;
 Creation/ change of image in a short period of time;
 Publicity generated by actors, director.
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19. TOURISM DEVELOPMENT THROUGH FILM
The Lord of the Rings, 2001-2003
(New Zealand)

20. TOURISM DEVELOPMENT THROUGH FILM
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21. TOURISM DEVELOPMENT THROUGH FILM
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23. Thank you!
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