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Journal of Vacation Marketing, Vol. 12, No. 3, 256-268 (2006)
DOI: 10.1177/1356766706064619
© 2006 SAGE Publications

Film tourism and destination marketing: The case of Captain Corelli's Mandolin

Simon Hudson

Haskayne School of Business, University of Calgary, 2500 University Drive NW, Calgary, Alberta, Canada T2N 1N4, Tel: +1 (403) 220 8738; Fax: (403) 282 0095; simon.hudson{at}haskayne.ucalgary.ca

J. R. Brent Ritchie

University of Calgary; University's World Tourism Education and Research Centre

Film tourism is a growing phenomenon worldwide. However, many tourism organizations have been slow to tap the potential benefits of film tourism, perhaps due to a lack of knowledge, research, or evidence that explains the potential of film tourism. This article presents a conceptual framework for understanding the film tourism phenomenon and, then, using a case study method, reports on the tourism impacts of Captain Corelli's Mandolin on the Island of Cephalonia in Greece. The case supports previous research claiming that films can have a powerful influence on travel decisions. It also shows that film tourism is not always directly related to the success of a film or the marketing activities of Destination Marketing Organizations. Implications for destination marketers are discussed.

Key Words: film tourism • destination marketing • tourism impacts


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