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Film marketing opportunities for the well-known tourist destination

Author

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  • Angelo Giraldi

    (Sapienza, University of Rome)

  • Ludovica Cesareo

    (University of Pennsylvania)

Abstract

This study explores the potential role of destination image in the context of film-induced tourism for the city of Rome. We examine the effects of two trailers of the 2014 Academy Award® winner for best foreign movie “The Great Beauty” on the image change of the city as a travel destination. The results, obtained through an experimental study with international respondents, suggest that a film can shift consumers’ cognitive and affective destination image perceptions in coherence with the contents proposed; yet for Rome, a mature destination with a well-established heritage, the changes are not so dramatic. We discuss the implications within the context of destination management and propose an agenda for future research.

Suggested Citation

  • Angelo Giraldi & Ludovica Cesareo, 2017. "Film marketing opportunities for the well-known tourist destination," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 107-118, May.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:2:d:10.1057_s41254-016-0035-5
    DOI: 10.1057/s41254-016-0035-5
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    References listed on IDEAS

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    1. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    2. Lee, SoJung & Bai, Billy, 2016. "Influence of popular culture on special interest tourists' destination image," Tourism Management, Elsevier, vol. 52(C), pages 161-169.
    3. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
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    Cited by:

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