The Film as a Creative Industry in the Function of Marketing of Destination

Zečević, Leposava and Zečević Stanojević, Olgica and Milenković, Ana and Vlaović, Mimi Mirjana (2017) The Film as a Creative Industry in the Function of Marketing of Destination. In: 4th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe. University of Rijeka, Faculty of Tourism and Hospitality Management, Rijeka, Croatia, pp. 657-669. ISBN 1848-4050

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Abstract

The purpose of this paper is to expand the views of modern tourism and make a stronger connection between this industry and creative industry. The concept would be to create a creative destination project - reliving the successful film through the locations it was shot on, in the same order and ambience and important focus on characters. In these way visitors does not only see something they found interesting but they experience it, which directly creates an emotional demand in their mind, and a wish for more. The methodology will focus on the concept of destination project and possible examples at first. The paper will present the results experience with the timeless destination marketing of Roman Holiday (1953, William Wylder). This approach of destination marketing targets wide spread audience since it will fill the need to play in both children and adults. Also, it will for certain employ many people in its realization since people are motivated to work for such project that includes business opportunity and creative media. Findings of the culture of Italy through cultural dimensions by Geert Hofstede as well as marketing survey of destination and film characters are stated in the best way for this concept which brings originality to this paper.

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