Films as Strategic Tools for Tourism Destination Branding
Abstract
This study aims to design and present a theoretical-practical framework for leveraging films as a strategic tool in tourism destination branding. From the perspective of purpose, the research is classified as developmental, and in terms of nature and methodology, it constitutes a descriptive-analytical study with a qualitative approach. Data were collected through non-probability sampling using the snowball technique from experts in the fields of tourism, marketing, and media management. Data collection tools included semi-structured interviews and electronic questionnaires. The collected data were analyzed using inductive thematic analysis, resulting in the identification of 24 key indicators. These indicators were organized into six strategic components: (1) film production and selection, (2) media relations and partnerships, (3) designing film-based tourism experiences, (4) destination infrastructure and services, (5) policy and institutional support, and (6) digital marketing and social media enhancement. The findings indicate that the coordinated application of these components can significantly enhance destination image, attract target tourists, increase visitor satisfaction, and strengthen destination brand identity. The proposed framework offers an integrated and scholarly approach to employing films in tourism destination branding, with the potential to enhance sustainable competitiveness in the global tourism market.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.25.6-22
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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