A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations Using Yorkshire (UK) as the Case Study Area.

Abstract

Goal and objectives of the dissertationThe main objective of this research is to develop a model to be used as a best practice framework for the successful integration of film induced tourism in a Destinations Marketing Strategy (DMS). These can be further broken down into:1. Identify the film induced images that tourists presently have of Yorkshire.* Evaluate the level of imagery that Yorkshire has in the mind of the tourist. Identify if tourists are aware of Yorkshire based television series (All Creatures Great and Small, Heartbeat and Last of the Summer Wine).* Discover the images, if any that tourists associate with the three Yorkshire based television series under review.* Ascertain tourist awareness in relation to the three television associated marketing brands that are used by the Yorkshire Tourist Board to promote the county.* Highlight the key success factors of the Yorkshire tourism product.2. Determine if key tourism and film stakeholders support the integration of film into Yorkshire's tourism product.3. Develop a model to be used as a best practice framework for the successful integration of film induced tourism into a destinations marketing strategy.The key research questions in this work are:* What are the film induced images that tourists presently have of Yorkshire? (See Research Objective 1.)* What are the current and future tourism and marketing objectives and priorities of Yorkshire's key tourism and film stakeholders? (See Research Objective 2.)* Are these stakeholders who are involved in the development of Yorkshire embracing the film tourism concept? (See Research Objective 2.)* If so, is the film induced tourism concept successfully integrated into their destination marketing campaign? (See Research Objective 2.)* Is the film induced tourism brand currently subsumed within Yorkshire's overall tourism brand? (See Research Objective 2.)* Do the tourism and film stakeholders work in tandem? (See Research Objective 2.)* What conclusions and recommendations emerge based on the research findings? (See Research Objective 3.)MethodologyThis PhD used a two-phase, sequential mixed methods study in order to acquire statistical quantitative results (tourist survey) from a sample, which was then followed up with individuals to investigate those results in more depth. In the first phase the quantitative research questions tackled the relationship between film induced tourism and destination branding in Yorkshire. In the second phase, qualitative interviews (strategic conversations) were utilized so as to explore the emergent themes and issues from the first phase with the key tourism and film stakeholders in Yorkshire.ResultsFollowing the findings of both phases of the research, it has become apparent that most of the film induced tourism models discussed in the literature review are inadequate in describing or explaining the film induced tourism process from a branding perspective. Thus, a new model which is more reflective of the process was constructed, using the main concepts and themes that emerged from the research findings. The FMAP provides a useful analytical tool for both academics and practitioners in terms of using the film induced tourism phenomenon to brand a destination. (See Research Objective 3).Theoretical conclusionsThe principle findings of this research add to the existing pool of knowledge relating to film induced tourism. The topic has been largely neglected by academic researchers with few detailed examinations of this phenomenon being undertaken. Thus, this research goes some way to filling this knowledge gap. Its principle value can be seen in the development of the model (FMAP) for film induced tourism. This researcher's main objective was to develop a model to be used as a best practice framework for the successful integration of film induced tourism in a destination marketing strategy. …