نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد، گروه مدیریت جهانگردی، دانشکدۀ گردشگری، دانشگاه تهران، تهران، ایران.
2 استادیار، گروه مدیریت و اقتصاد گردشگری، دانشکدۀ گردشگری، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective
In the post-modern tourism era, the demand for new and unique experiences has increased, and tourism businesses offering specialized products are experiencing greater satisfaction and productivity. In this context, film tourism, as one of these novel and appealing experiences, can help create a positive image of a destination and play an effective role in shaping the mental perception of destinations. This type of tourism—where travelers visit locations where movies, series, or videos have been filmed—offers an opportunity for human interaction with destinations, aligning with the diverse needs and interests of tourists. Accordingly, the present study aims to investigate the impact of film tourism marketing requirements on tourists' intention to visit film tourism destinations, providing officials and planners in tourism and film with the necessary information for decision-making and planning.
Research Methodology
Based on its objective, the present study falls into the category of applied research, and in terms of nature and method, it is classified as descriptive-analytical research. Additionally, in terms of time, this study is cross-sectional, and regarding data collection and analysis methods, it is considered mixed-methods research. Accordingly, data collection and analysis in this study were carried out in two stages. In the first stage (qualitative phase), the factors of the film tourism marketing mix were identified and enumerated through interviews with experts. In the second stage (quantitative phase), the conceptual model of the research was tested using a structured questionnaire. In the first stage (qualitative phase), to identify the factors of the film tourism marketing mix, interviews were conducted with experts in the fields of tourism and marketing. In this phase, purposive sampling was employed using the snowball technique. An analysis of the responses obtained from 11 interviewees indicated that theoretical saturation had been achieved, as the responses from the eighth interviewee onward were largely repetitive. Data analysis in this phase was conducted using thematic analysis, ultimately identifying 35 basic themes. The basic themes were categorized with a priority on the deductive approach, based on the seven components of the marketing mix: product, price, place, process, people, physical evidence, and promotion. In the second stage (quantitative phase), data collection to test the conceptual model of the research was carried out using a structured questionnaire. Data analysis in this phase was performed using structural equation modeling (SmartPLS software). The statistical population for testing the initial conceptual model of the research consisted of graduates and students of disciplines related to the research topic (including tourism, media management, marketing, and cinema) at Iranian universities.
Findings
The findings of this study indicate that all components of the film tourism marketing mix—including promotion, price, place, people, physical evidence, process, and product—have significant effects on tourists' attitudes toward the destination and, consequently, influence their intention to visit. This relationship underscores the essential role of the marketing mix in shaping tourists' attitudes and motivations, clearly highlighting the importance of paying attention to these components in attracting tourists and encouraging them to visit film destinations. In particular, improving and enhancing the quality of these elements can have further positive effects on tourists' attitudes and motivations. One of the key components of the marketing mix is promotion, which has a remarkable impact on tourists' attitudes toward film tourism destinations. Various studies show that the use of media, advertising, and the introduction of films with the help of celebrities can attract more tourists and improve their attitudes toward the destination. This study also confirms that promotion through modern media, especially featuring famous figures, serves as an effective factor in creating a positive attitude and motivation to visit the destination. Alongside promotion, price is another influential component in tourists' attitudes and intention to visit film tourism destinations. This study shows that tourists are generally cost-sensitive and tend to choose a destination that offers good value and an interesting experience in return for the costs. The people component of the film tourism marketing mix also plays a vital role in shaping tourists' attitudes toward the destination. Positive and respectful interactions between tourists and local people can greatly influence tourists' perceptions and attitudes toward the destination. In fact, when local people actively participate in the film tourism process and benefit from the economic, social, and cultural advantages of this industry, the likelihood of hostile behaviors decreases, and the host-guest relationship is facilitated. In this regard, tourists' awareness and understanding of the cultural, religious, and social sensitivities of the host community can improve interactions and enhance the positive tourism experience. Furthermore, educating and preparing the local community about the importance of film tourism and their collaboration with specialized guides can help improve tourists' experiences and foster a positive attitude in them. Place and accessibility are also among the factors influencing tourists' attitudes toward the destination. Tourists often seek to experience the places they have seen in films, and easy access to these destinations can be a decisive factor in destination choice. In addition, physical evidence and travel processes play an effective role in creating a positive attitude and motivation to visit film tourism destinations. Physical evidence—such as environmental décor, signage, and specific spots for photography—can provide visual appeal and memorable experiences for tourists. This physical evidence can give tourists the feeling of walking through the settings of their favorite films. Moreover, travel processes—such as access to useful information and facilitation of trip planning—can also influence the enhancement of tourist satisfaction and their overall experience.
Discussion & Conclusion
This research emphasizes the importance of designing and implementing effective strategies for each component of the film tourism marketing mix. Improving and enhancing each of these components can have positive effects on tourists' attitudes toward the destination and, consequently, on their intention to visit. For example, promotion through targeted advertising and the use of celebrities can attract widespread attention and create motivation to travel to film tourism destinations. Moreover, local people, through positive and respectful interactions, can create a unique experience for tourists, which will strengthen host-guest relationships and increase tourist satisfaction. Therefore, film tourism destinations should focus on designing marketing strategies that employ all components of the marketing mix in a coordinated and targeted manner, so as to enhance their appeal, provide a satisfying and unforgettable experience for tourists, and consequently promote and attract more visitors.
کلیدواژهها [English]
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