Abstract
Film has been the main medium for accessing the mass population that can play a significant role in influencing travel or tourist decision making. It is argued that film-induced tourism delivers a permanent image of the destination and could be a more economical strategy for destinations to promote themselves. This paper, therefore, looks at the potentiality of film-induced tourism in Brunei. This paper will illustrate case studies, e.g. Matamata, a small town in New Zealand from Peter Jackson’s The Hobbits trilogy, that have made it a popular tourist destination that attracts travelers from around the world. Furthermore, local Bruneian films such as Ada Apa Dengan Rina, Rina 2 as well as a horror trilogy made by Tutong-based filmmaker Abdul Zainidi will also be discussed. This paper will explore whether Bruneian local production films trigger any interests in visiting the film’s portrayed locations and whether filming in a certain attraction has different impacts on tourists’ decision making. In addition, based on a survey and semi-structured interviews, this paper will also investigate if film genre or character/story affects the typology of tourists to understand the connection between the tourism and film industry better. Analysis of this study will be twofold: one from data collection while the other from textual analysis. Keywords: film tourism, destination marketing, film production, emerging tourism
Highlights
Film has been the main medium for accessing the mass population that can play a significant role in influencing travel or tourist decision making
In order to further comprehend the opportunity of film tourism in Brunei, to determine whether film motivates people to visit a particular destination or whether the genre of films affects the perception or typology of tourists, a questionnaire survey was conducted in this study, followed by some in-depth interviews
This paper provides exploratory information of filminduced tourism in Brunei and calls for an invitation for more empirical studies in this area
Summary
Film has been the main medium for accessing the mass population that can play a significant role in influencing travel or tourist decision making. With the proliferation of international visitors and the increasing significance in the entertainment industry, film-induced tourism is becoming recognizable. Images play a massive role in determining potential tourists’ decision to visit a particular destination. An understanding of film-induced tourism in Brunei is extremely limited. This paper, explores the relations between film and tourism and whether local produced films have triggered any interests in visiting the film’s portrayed locations. This paper will investigate if film genre or character/story affects tourists’ decision making in order to better understand the connection between the film and tourism industry
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