Bollywood In Switzerland: Key actors of tourism in Switzerland capitalizing on tourism potential of Bollywood films
Author
Malhan, Rachna
Term
4. term
Education
Publication year
2015
Submitted on
2015-07-29
Pages
75
Abstract
This thesis explores how Bollywood films—especially Yash Raj productions from the 1990s—have shaped Switzerland’s image as a romantic destination, and how Swiss tourism actors continue to capitalize on this legacy to attract the Indian market despite fewer films being shot in Switzerland today. Grounded in a social constructivist ontology, the research employs an exploratory qualitative design combining semi-structured interviews with industry experts, a review of literature on film-induced tourism, destination branding and marketing strategies, and ethnographic observation through participation in a Bollywood tour in Switzerland. An inductive approach is used to examine actors’ strategies for segmentation, differentiation, focus and communication, as well as collaboration across national, regional and local organizations and specialized intermediaries and suppliers targeting Indian visitors. The thesis reflects on validity and the researcher’s dual role as researcher and tourist. Empirical findings are not included in this excerpt, but the study aims to clarify the concrete measures and partnerships used to sustain and leverage Bollywood’s destination image for Switzerland.
Specialet undersøger, hvordan Bollywood-film—særligt Yash Raj-produktioner fra 1990’erne—har bidraget til at forme billedet af Schweiz som romantisk destination, og hvordan schweiziske turismeaktører fortsat kapitaliserer på denne arv for at tiltrække det indiske marked, selvom færre film optages i Schweiz i dag. Med udgangspunkt i en socialkonstruktivistisk ontologi anvendes et eksplorativt, kvalitativt design bestående af semistrukturerede interviews med brancheeksperter, litteraturgennemgang af film-turisme, destinationsbranding og markedsføringsstrategier samt etnografiske observationer gennem deltagelse i en Bollywood-tur i Schweiz. Induktiv ræsonnering anvendes til at belyse aktørers strategier for segmentering, differentiering, fokus og kommunikation, samt samarbejde mellem nationale, regionale og lokale organisationer og specialiserede mellemled og leverandører rettet mod indiske besøgende. Specialet reflekterer over validitet og forskerens egen position som både forsker og turist. Uddraget præsenterer ikke empiriske fund, men studiet sigter mod at klarlægge, hvilke konkrete tiltag og samarbejdsformer der anvendes til at vedligeholde og udnytte Bollywoods destinationsimage for Schweiz.
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