PLACE PLACEMENT – FILMEK, DESZTINÁCIÓK, TURISTÁK

Abstract

Today’s excessively busy man living a really fast pace of life likes to travel if he had time, he tries to switch
of the batteries, get relaxed from the tiredness of the everyday life, the stress – he slows down. If he can, he
would do this literally. If not, he watches a film. This activity is a kind of travel as well, some researches are
expressly dealing with this field, covering wide spectrum of sciences. If he combines those two, he could
even travel somewhere because of a film, or at least he would create his opinion, an image about a place.
This is the reason why it seems to be important how the destinations use the films for marketing aims, as
they could be influencers of a destination image, and in the same time they could influence the tourist as
well in decision making process of a destination choice. Marketing science has been dealing with place
placement recently that could be a good tool of destination branding if the destination could win the film
directors and producers. Present study focuses on this area by showing examples that had already been
popular tourist destinations (e.g. Spain, Greece, France) and others popularity of which had been influenced
by films or series (e.g. New-Zealand, Croatia). Besides the study investigates films’ effect on destination
image with the help of a 1085-sampled representative survey.