Film Tourism Case Study

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Movies are considered as one of the popular forms of entertainment among the Filipino people, directly employing some 260,000 Filipinos and generating around ₱2 billion revenues annually. This study will measure how featured tourism destination as local movie setting induces the tourist in their choice of a destination, besides marketing means and their previous experiences. To address the problem I will be conducting a qualitative research method such FGD, interview and survey. Results pointed that movies motivate passive tourist after watching any destinations or activities. It is suggested that placing destinations as a product into the movies helps destinations to create a positive image, to be placed as differentiated through the competitors …show more content…
The process of the influence caused by the image can be voluntary, involuntary, accidental, conscious or unconscious. He also suggests that as lately people read less, anything appearing in films and in television penetrates easier into society. According to Butler (1990) as cited by Vagionis (2010).
As described by Hudson and Ritchie (2006, p.387) "film tourism is a growing phenomenon worldwide, fuelled by both the growth of the entertainment industry and the increase in international travel", resulting therefore in destinations globally seeking whenever and wherever possible to associate themselves, with a successful motion picture film that will entice any potential film tourist to visit their destination, (Carl, Kindol & Smith, 2007, p.51).
The country takes into account the influence of film upon tourism not only because of its worldwide promotion, but particularly because of its economic impact. Other such examples are Mt. Kiltepan in Sagada and Mt. Pinatubo in Tarlac which became top tourist destinations owing to the popularity of movies. The screening of movies “The thing called Tadhana”, “Crazy beautiful you” triggered a boom of tourists in these
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Hypothesis 2: Movies motivate passive tourist after watching any destinations or activities.
Tourism is one of the most immediate promoters. However, without a full media support and collaboration, tourism remains to struggle on its own, left to the mercy of individual campaigns and efforts to attract tourists.

1.5 Significance of the Study

The significance of this study is to promote tourism destinations in the Philippines without compromising the ability of future generations. Films are one of the most important motivators for the local public and private organizations to activate demand for their locations perceived to be a kind of tourism product after being involved in the film industry as a product.
• The study emphasizes the importance of the locations of local films featuring beautiful sceneries that attract foreigners from other countries to visit the Philippines.
• This can help the provinces in Luzon area to develop competitive strategies on how they would be able to pace the tourist

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