Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 130

CINEMA, DESTINATION IMAGE & PLACE BRANDING direct impact of films on tourist arrivals, destination image, visit intentions and travel decisions. Despite of that, the bolder theoretical contributions on film tourism came from studies that inquired tourist directly, combining real-world data with statisti- cal support. However, what this study brings forward is its focus on slum tourism, with their authors stressing that within slum tourism studies there is evidence that tourists are often motivated by films, especially on the cases of Indian slums and Brazilian favelas. According to favela tour operators, the international success of the film “City of God” was largely responsible for a growing interest of international tourists in visiting the favelas. Although tourism in Rocinha, the biggest Brazilian favela, had been taken place since the early 1990’s, it experienced a substantial increase after the film’s international release in 2003. A quite similar development took place after the release of Slumdog Millionaire. In the theoretical model pro- posed, the authors consider that film-induced slum tourism motivation is a com- bination of three motivational factors: dark motivations, authenticity motivations and social motivations. Aside those motivations, the film acts as a pull factor rein- forcing or triggering the decision to visit the place, and the film main motivating attributes are actors, landscapes, adventure, storyline, characters, scenery, experi- ence, cultural attractions and perceived cultural proximity. The last three chapters of this Proceedings Book are studies on tourism issues undertaken by Japanese researchers. In the seventh chapter, Kim Sang Jun expands the concept of ecotourism applying it to our daily lives, proposing the “passive urban ecotourism” concept and conducting an empirical study with a focus on Nabari City, a small Japanese city, which has a well-preserved natural environment. Examining structural rela- tionships of destination image, awareness, uniqueness and destination loyalty, the author develops a “theoretical passive urban ecotourism model”. Empirical find- ings show that destination image and awareness are found to have a positive impact on overall satisfaction, while destination uniqueness generates a statisti- cally significant result. The following stu K]]ܙYH]ZXH\K[[\\ݙ\X\][[]Y[[K]ܙXKZ][[\[H L L\™\ܝX\\X[[Y\ݙ\X\][[H[[X\^Y\΂ JHH\و][\H[H[ܙX\Yݙ\[Z[H\\YHHH\[Y\[HY[ێ HHLH][ۈ\YH[[KH]XZو\H[]ܙXK[HYX][ۈ؛[\]\YHHXX\XY[Y\H LHܙX]X\\[X\]XZH[[[ZKL]\H۝[Y