FILM TOURISM AS A DESTINATION PROMOTION INSTRUMENT: A CASE STUDY OF ICELAND
Lenka Červová, Assistant professor
Technical university of Liberec, Voroněžská 13, Liberec 1, 46001, Czech Republic
Karolína Pavlů, Ph.D. student
Technical university of Liberec, Voroněžská 13, Liberec 1, 46001, Czech Republic
DOI: https://doi.org/10.31410/tmt.2018.179
Lenka Červová, Assistant professor
Technical university of Liberec, Voroněžská 13, Liberec 1, 46001, Czech Republic
Karolína Pavlů, Ph.D. student
Technical university of Liberec, Voroněžská 13, Liberec 1, 46001, Czech Republic
DOI: https://doi.org/10.31410/tmt.2018.179
3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia; ISBN 978-86-80194-14-1; Editors: Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract: Film industry belongs to the worldwide phenomena and is considered to be a tourism development
driver in many destinations. This is the case of Iceland, for example, which has become a
popular film location in recent years and as a result the number of visitors to the country has been increasing.
The aim of this paper is to analyse film tourism in this destination, considering both economic
indicators of the benefits to the country’s economy in general and the entities active in tourism. Both
primary and secondary research have proved that Iceland is a film location and the local business entities
share a positive attitude towards filming in the area. However, the Icelandic Tourist Board does not
use this fact in a sufficient way to promote their destination and therefore a draft of a communication
campaign focused on film tourism is included in this paper.
Keywords: film tourism, Iceland, destination marketing, economic impact, tourism marketing
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