The economic impact of film tourism on small communities

Abstract

Over the past several years, movie producers have been filming on location rather than on a lot in Hollywood. The result is that various parts of the country have been depicted on the silver screen, enticing viewers to visit the set locations. Filmmaking can provide economic benefits to a community by generating money through filming fees and taxes and by employing local crewmembers such as makeup artists and cameramen. Tourism revenue can increase in a particular area because of the marketing of a set location through film. This was the basis of the study: to survey communities that have been features in films and to obtain information from them regarding the effect the film had on tourism in the area. The research investigated strategies to market a location to the film industry and ways in which it could capitalize on the advertisement of the film. Through this research, participants from 13 North American communities provided data in which a community can promote itself to the film industry and ways in which it could capitalize on the advertisement of the film. Through this research, participants from 13 North American communities provided data in which a community can promote itself to the film industry and advertise itself to moviegoers. The data was compiled an analyzed and a marketing model was developed as an aid for communities seeking film tourism. The study revealed the more a community was highlighted in particular film, the larger the increase in tourism revenue. For example, Winterset, Iowa was the setting for the film Bridges of Madison County and the covered bridges of the community were a primary focus in the film. Since the release of the film, Winterset has seen a 91%-100% increase in its tourism industry. This study will complement existing research to help communities design strategies to market their area as a film location. Communities interested in tourism development can use the research as a guide in launching film tourism. Film tourism offices can use it to enhance their growth. Research indicates that by exploring proven techniques, each community can create a development plan to fit their own needs and enhance their ability to be selected as a film production site.