Film induced tourism in Norfolk

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of tourism in a holistic context. The main focus of the research is on travel and tourism industry. The research analyzes many aspects of film effects and tries to gauge its effect on the decision making and change in behaviour of the consumers (tourists) in Norfolk. Tourism and entertainment are two industries that are growing in size and have an increasing influence on consumer everyday. Film-induced tourism is a phenomenon that is in the middle of those industries in Norfolk. The majority of films today are not produced with the intent to lure people to visit certain destinations. However, in a sense can a destination in a film be seen as a form of product placement that consumers are ready to invest money in to see and experience. Film and television series have been widely recognised as being able to create representations of destinations all over the world. Empirical research found that there is a range of different attributes in film that can affect several inner travel motivations and at the same time shape peoples' destination images. Furthermore is the process very personal and can vary a lot depending on what type of film it is and its content. An interest in being a film tourist was noted, but the activity could take many forms and the trip did not necessarily have to go to the film location. It was also suggested that most tourists are incidental film tourists and that the few dedicated film tourists could be divided in two groups depending on what they sought.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the study1

Rationale of the study4

Research Objectives6

Aim of the research7

Ethical Consideration7

Delimitations8

CHAPTER 2: LITERATURE REVIEW10

Destination Image10

The 3P Framework14

Authenticity17

Film-Induced Tourism Process In Norfolk18

CHAPTER 3: METHODOLOGY20

Mixed Method Research20

Research Design21

Literature Selection Criteria21

Search Technique21

Keywords Used21

Focus Group21

CHAPTER 4: NORFOLK24

Introduction of Norfolk24

Film and Destination Image in Norfolk25

Film-Induced Tourism in Norfolk26

Film Tourism Marketing Activities in Norfolk29

CHAPTER 5: ANALYSIS AND FINDINGS31

Destination Image Formation and Motivation31

Films and TV Dramas' INFLUENCE on Image Formation31

Associations of Destinations32

SURVEY FINDINGS37

CHAPTER 6: CONCLUSION44

Limitations and Future Aspects46

REFERENCES48

APPENDICES58

Survey Questionnaire58

Focus Group Questionnaire for Session 160

Focus Group Questionnaire for Session 261

Focus Group Transcript62

CHAPTER 1: INTRODUCTION

Background of the study

Many people might be annoyed by the continuous product placements that the films and TV-dramas feature today. Brands can be seen everywhere in media, both smoothly embedded in the story but also too obviously shoved right in your face. The general view is, however, currently positive and product placement has shown to increase brand loyalty. Viewers have accepted the phenomenon and gotten ...