旅游目的地推广与影视旅游研究

在现代科技和经济全球化迅猛发展的背景下,新的旅游目的地推广方式影视旅游随之产生。影视旅游之所以成为目的地推广工具,电影电视中出现的相关旅游地的旅游形象在其中起了重要作用,它影响了旅游者的旅游兴趣,最终促成旅游行为。本文在现有文献理论和实证研究的基础上,探讨了影视旅游推广的原理和如何运用影视旅游作为目的地推广工具,最大化推广旅游目的地,最终使得旅游目的地在竞争中占据有利地位,实现利益最大化。

THE PROMOTION OF DESTINATION AND FILM TOURISM

With the rapid development of modern science,technology and economic globalization,new method for destination promotion and marketing comes up.Regarded as a high efficient and economical method to promote destination in the West,film tourism is one of the most important ways.Most of the extant research literatures focus on influences of film tourism over the tourist numbers of a destination and the tourist decision-making process while some paying attention to the impacts on the development of the film-shooting destination.In China,researchers define the content of film tourism wider and more complicated than western researchers do.They suppose everything related to films or television shows are all the objectives of the film tourism,and always pay more attention to film-shooting city,just as Song Cheng City,Western Film and television Shooting City,etc.But western researchers think of only those places of attracting tourists to visit as the objectives of the film tourism,including shooting places and setting places.They explore every aspect of the film tourism,even the influences produced by film tourism on the residence areas.Their research methodology includes quantitative and qualitative ways.Their researches are deeper and more profound.As a matter of fact,related destination image plays a pivotal role in the process of which film tourism is regarded as a tool for promoting and marketing destination.Destination image emerging in films and television shows always have some effects on the tourists' motivation of making an actual visitation.The image of a destination changes in visitors' mind via TV show or movies.They result from some factors which appear in the film or television shows about destination and result in changes of some characters of the image of the destination.According to Woodside,Lysonski and Sherrell,these changes of some characters of the image of the destination could make the destination that related to the film and television show move from the inert set or inept set to the evoked set in tourist thoughts.Then,the destination becomes a considered one,is taken into consideration and turn into a chosen destination in tourist thoughts,at last,traveling behavior happens by tourist decision-making process.As aforesaid,it is the image of destination that makes the tourist thoughts about the destination change to a better and interesting direction.Based on some aforesaid theoretical and empirical researches,this paper analyses the principles of promoting and marketing destination by film tourism,explores how to promote destination by film tourism in the foremost extent and make destination take a vantage point in the process of competitiveness to maximize destination interests.