The Influence of Film Genres on the Tourist’s Decision Making Process
Date: 13 December 2013
University of Exeter
PhD in Management Studies
The principal purpose of this thesis is to investigate the relationships between film genres and the decision-making process of the tourist. Within the tourism industry, the specific type of tourism-Film Tourism-has recently been recognised and approached in several research projects and case-studies. As a result of these efforts, the ...
The principal purpose of this thesis is to investigate the relationships between film genres and the decision-making process of the tourist. Within the tourism industry, the specific type of tourism-Film Tourism-has recently been recognised and approached in several research projects and case-studies. As a result of these efforts, the researchers agree that, in certain conditions, a film may influence the decision of the viewer to travel to the destination that such film portrays. However, due to the recent recognition of this type of tourism and consequent low number of explanatory research in this area, there is an evident lack of understanding about the underlying reasons why films may have such a stimulating effect on tourist decisions. To develop deeper understanding of this newly emerged type of tourism, it is vital to research different elements of the film and their possible effects on tourism-related decisions of the viewer. This pioneering study focuses on the previously neglected “genre” element of the film and the role of this element in the overall influence of the film on the tourist’s decision making process. Accordingly, an extensive survey (n=241) was conducted, implemented via the Internet and to randomly selected Exeter residents. The survey was followed by a series of in-depth semi-structured interviews (n=10) of randomly selected respondents from Exeter. The results suggest that film genres may affect the motivational factors, such as Exciting and Achievement (Yoon and Uysal, 2005). Moreover, emotions are an important factor in the decisions of Film Tourists (Kim, 2012), and films of specific genres may infuse destination with such emotions, alter the destination image and create an interest in the destination. The major contribution of this study is the discovery that the effect of film genres on the Film Tourist is but a small subconscious part of the overall film influence, which encompasses a wider range of elements such as visual beauty, plot, actors, credibility and the atmosphere. Moreover, it would appear that, for most tourists, film is an additional and not a primary factor which creates a wish to travel. The visual portrayal of the destination is the key element which determines whether the film will affect the decision of the viewer to travel, but the genres of the film may allow the prediction of tourist type and possible travel behaviour.
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