Movie-Induced Tourism: An analytical report on how the Lord of the Rings trilogy has affected tourism in New Zealand
Author
Kraaijenzank, Marleen
Term
4. term
Education
Publication year
2009
Pages
72
Abstract
Specialet undersøger to centrale begreber: destinationens image (hvordan folk forestiller sig et sted) og autenticitet (om oplevelsen føles ægte). Det ser på, hvordan film kan påvirke et steds image og skabe motivation for at rejse dertil, og hvad det betyder for oplevelsen af autenticitet. Fokus er Ringenes Herre-trilogien og dens indflydelse på New Zealand. Alle tre film blev optaget i New Zealand og viste landets natur frem i stor skala. På grund af filmens popularitet undersøger specialet, hvordan landets turisme blev påvirket, og hvordan New Zealand brugte filmene i sin markedsføring—og om det var godt eller skidt. Analysen viser, at brugen af Ringenes Herre har været meget positiv. Fordi destinationens image, som New Zealand formidler, stemmer godt overens med det billede, filmene skaber, føler turister motiveret af filmene sig ikke vildledt. New Zealand integrerede Ringenes Herre som en kampagne i brandet 100% Pure New Zealand, på linje med andre kampagner, der holder brandet levende. Landet betragtes som en frontløber inden for destination branding (opbygning af en tydelig og konsistent identitet for et sted), fordi brandet er forblevet populært. De anvendte teorier i analysen indikerer, at brandet er på en ønsket position og har en måde at vende tilbage til den. Det fremgår også, at brugen af internettet som distributionskanal er en smart strategi. Autenticitetsanalysen viser, at destinationens autenticitet ikke er blevet ødelagt, som man kunne frygte. Turisterne synes heller ikke at føle sig vildledt, bl.a. fordi den dominerende måde, de oplever stedet på, rummer en forståelse for, at ikke alt kan være autentisk, når man besøger et sted fra en film. Konklusionen er, at filminduceret turisme kan være gavnlig, hvis filmens billede er i tråd med destinationens image. Det er også vigtigt at tage højde for, hvilke typer turister der kommer, for at tilpasse autenticiteten til deres forventninger.
This thesis examines two key ideas: destination image (how people picture a place) and authenticity (whether an experience feels genuine). It explores how films can shape a destination’s image and motivate travel, and what that means for perceptions of authenticity. The focus is the Lord of the Rings trilogy and its impact on New Zealand. All three films were shot in New Zealand, showcasing the country’s nature extensively. Because the films were hugely popular, the thesis looks at how New Zealand’s tourism industry was affected and how the country used the films in its promotion—whether that was good or bad. The analysis finds that using the Lord of the Rings has been very positive. Because New Zealand’s destination image aligns closely with the image presented in the films, tourists motivated by the trilogy do not feel misled. New Zealand incorporated the Lord of the Rings as a campaign within the 100% Pure New Zealand brand, alongside other campaigns that keep the brand active. The country is seen as a leader in destination branding (building a clear, consistent place identity) because the brand remains popular. The theories applied in the analysis indicate that the brand is in a desired position and has a way to return to that position. It also finds that using the internet as a distribution channel is a smart strategy. The authenticity analysis shows that the destination’s authenticity has not been damaged, as some might fear. Tourists likewise do not seem to feel misled, partly because the prevailing way visitors experience the destination acknowledges that not everything can be fully authentic at a film location. In sum, film-induced tourism can benefit a destination when the film’s portrayal matches the destination’s image. It is also crucial to consider who the visitors are, so the level of authenticity meets their expectations.
[This abstract was generated with the help of AI]
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