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Movie Tourism: The Role Ofmovies In Destination Marketing

Author

Listed:
  • Hakan Yilmaz
  • Medet Yolal

    () (Anadolu University)

Abstract

The aim of the study is to evaluate how effective are the destinations placed in movies in destination choice decisions of students. Rapid growth in the number of movie-goers offers marketers to place products in movies as an alternative promotion tool. Sites, studios, hotels, residences and other places wherethe movies areshot can be a tourist attraction as a result of the movies’success. In the study, focus group method was employed in order to reveal student attitudes, perceptions, tendencies and interactions between the group members about the destinations placed in movies. Findings showed that students are highly keen on visiting the destinations they saw in the movies. They also agreed on that promotion of destinations via movies was an effective marketing communication strategy. In case of Turkey, anefficient use of destination placement in movies would help destinations to better promote themselves and increase their market share as in current examples.

Suggested Citation

  • Hakan Yilmaz & Medet Yolal, 2008. "Movie Tourism: The Role Ofmovies In Destination Marketing," Anadolu University Journal of Social Sciences, Anadolu University, vol. 8(1), pages 175-192, June.
  • Handle: RePEc:and:journl:v:8:y:2008:i:1:p:175-192
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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2008-1/2008_01_10.pdf
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    More about this item

    Keywords

    Destination Marketing; Movie Tourism; Product Placement; Marketing Communication; Focus Group.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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