THE CAPITALIZING OF THE FILM-INDUCED TOURISM PHENOMENON THROUGH STAKEHOLDER COLLABORATION IN YORKSHIRE, UK
Dr. Noëlle O’Connor,
Limerick Institute of Technology,
Dr. Sheila Flanagan,
Dublin Institute of Technology,
Prof. David Gilbert,
University of Surrey,
Abstracts: The need for a thorough investigation into how the film induced tourism phenomenon can be maximised upon through stakeholder collaboration was particularly evident from the literature review undertaken. It showed that there was a significant research gap in the successful collaboration of this relatively new phenomenon into a destination’s marketing activities. To proceed to the next stage of research, the key tourism and film stakeholders behind the Yorkshire brand were interviewed as the main objective of this research is to discover to what extent the integration of film and tourism has actually occurred in Yorkshire.Unfortunately, in Yorkshire, the tourism and film stakeholders do not work together, even when a big budget film is being produced there. This represents a failed valuable opportunity when the brand could be successfully integrated into any film promotion packages.
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