Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 148

CINEMA, DESTINATION IMAGE & PLACE BRANDING films’ and TV’s autonomous character as information sources, which allows them to be perceived as less biased than traditional advertisement. Therefore, films act directly on what Gunn (1972) refers to as organic image, which is the image peo- ple hold of a place before any contact with tourism advertising material. For this reason, motion pictures have great advantages on what concerns to reliability (Hudson & Ritchie, 2006), depth and lasting of the influence on destination image (Croy, 2010) and audience range (O’Connor, Flanagan, & Gilbert, 2010), when com- pared to traditional tourism advertisement. Aware of this potential, destination managers are increasingly striving to make the most of film tourism’s potential benefits. Those actions engender sig- nificant results in terms of destination image and tourist arrivals, and have moti- vated an ever-growing body of literature on the relationship between cinema and tourism, especially in the last decade. As corroborated by de Araújo, Vieira, & Costa (2015) and further reinforced by the literature review undertaken for the present work, exploratory and case specific studies dominate the literature on the impact of films on tourist demand, while att