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 Film-Induced Tourism and Digital Storytelling: The Feasibility in the Case of Vietnam Cinema
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong, Dinh Thi Le Tram
Nơi đăng: The 3rd International Conference on Marketing in the Connected Age (MICA-2022); Số: ISBN: 978-604-84-79-3372-3;Từ->đến trang: 397-413;Năm: 2022
Lĩnh vực: Chưa xác định; Loại: Bài báo khoa học; Thể loại: Trong nước
TÓM TẮT
Along with the digitalization of service industries and the transitions of consumer behaviour inentertainment and travelling after COVID-19, film-induced tourism has become popular amongvarious cultural tourism. Film-induced tourism has been proven to influence destination brandingpositively via the formation of the tourism destination image. Locations that appear in cinema viathe artistic lens are usually the background of well-told main characters' stories. There is aconsonance between cinema and tourism. In contrast, movies can use the film language to tell thedigital story supported by the location's prestige, and reversely, localities can promote culturaltourism based on the movies' reputation. Nevertheless, tourism-attracted movies in Vietnammostly unintentionally affect destination brands and local tourism. Therefore, this study examinesa successful equation of a movie that can benefit tourism with the sample size of 15 prestigiousVietnam movies within 20 years. With a qualitative approach and movie content analysis, theresults show that cinematic language, motivation factors, and symbolic messages should beincluded in tourism-attracted movies. Hence, some theoretical and practical implications areproposed for the combination between cinema and tourism to boost film-induced tourism inVietnam.
ABSTRACT
Along with the digitalization of service industries and the transitions of consumer behaviour inentertainment and travelling after COVID-19, film-induced tourism has become popular amongvarious cultural tourism. Film-induced tourism has been proven to influence destination brandingpositively via the formation of the tourism destination image. Locations that appear in cinema viathe artistic lens are usually the background of well-told main characters' stories. There is aconsonance between cinema and tourism. In contrast, movies can use the film language to tell thedigital story supported by the location's prestige, and reversely, localities can promote culturaltourism based on the movies' reputation. Nevertheless, tourism-attracted movies in Vietnammostly unintentionally affect destination brands and local tourism. Therefore, this study examinesa successful equation of a movie that can benefit tourism with the sample size of 15 prestigiousVietnam movies within 20 years. With a qualitative approach and movie content analysis, theresults show that cinematic language, motivation factors, and symbolic messages should beincluded in tourism-attracted movies. Hence, some theoretical and practical implications areproposed for the combination between cinema and tourism to boost film-induced tourism inVietnam.
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