Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 162

CINEMA, DESTINATION IMAGE & PLACE BRANDING studies considered in the systematic review, slum tours in those two destinations differ in many aspects, mainly in the observational schemes offered aside from poverty (Rolfes, 2009). However, both have in common the fact that, although the slum tours already took place since the early 1990’s, they reached a significant vol- ume and entered the mainstream pool of attractions within the destinations as a consequence of the international success of a film portraying them: City of God, in the case of Rio; and Slumdog Millionaire in the case of Mumbai. The main part of the proposed model builds on the conclusions of film tourism studies about the elements of films responsible for attracting tourists to the portrayed destinations and the ones of slum tourism studies about slum tourist motivations. Considering those conclusions together, it is inferred that those film elements, mainly the landscapes, positively affect the motivation factors of slum tourism, which ultimately translate into the viewer’s likeliness to partici- pate in a slum tour. The study represents a first step towards the comprehension not only of the role of films in generating slum tourism motivations, but of the components those motivations per se, which had not been systematized in one comprehensive model by any of the studies retrieved through the literature review. The absence prior studies analysing both phenomena together from a practical tourism perspective also adds to the work’s originality. As far as the controversies surrounding slum tourism go, it is not argued in the present paper either that the activity is reproachable and should be avoided, or that it necessarily engenders benefits to the community and should be encour- aged. The case studies available in literature show that the phenomenon is a com- plex one and thus cannot be characterized in black or white terms. The multiplicity of types of participants and their motivations are the very reason why studies like the present are necessary. Whether slum tourism is good or bad for communities and other stakeholders depends mostly on how it is carried out by those stake- holders, and the present study aims to contribute to the provision of the theoret- ical framework necessary for its good management. In this context, the model does provide insights for destinations dealing with slum tourism, especially film-induced slum tourism. However, in order to provide more concrete guidelines it must be ref ѡɽ՝ɅѽՅхѥٔ)ɕ͕ɍɕݽɱͱմѽɥʹѕ̸%䰁Սɕ͕ɍ͡ձՑ)͕Սɕѕ٥́ݥѠͱմѽɥ́Ёѡȁѥمѥ̰ѡ)ѥѡ٥ͥѕͱմѡЁѡ䁡͕ٔݡЁѡ͔́ɽ͕)ѡȁѕɕЁ٥ͥѥѡͱմɑȁѼٕɥ䁥ѡȁɕͥ́ɕ()ɕɸѼѡѕЁ