How film and television may contribute to the development of a destination image Essay Example

its resistance to change once formed (Gunn, 1972). Gunn (1972) identified two elements of image formation from an examination of destination image studies: organic, which is tourists' perception without visiting the site, and induced, which results from actual visitation. However, Falseye and Crompton (1991) extended these elements to include the real aspect of image formation, resulting from physically visiting a destination and influencing a tourist's perception. As a result, there are three elements: organic, induced, and complex.

According to Gartner (1993:209), tourist destination selection involves three stages: the organic image, the induced image, and the complex stage. The organic image is based on an individual's awareness of a destination. The induced image, on the other hand, arises from marketers' conscious efforts to promote and advertise destinations. The complex stage is established when an individual travels to the destination, physically explores it, and forms his or her own opinion. Touristic images aid in determining which destinations remain for further evaluation and which are excluded from consideration at all stages of the selection process.

Gartner introduced a procedure for generating images in 1993. He recognized that the process of choosing a destination commenced with a comprehensive set of opportunities, which resulted in the perceived opportunity set due to informational and perceptual limitations and the attainable opportunity set due to institutional and access constraints on the availability of holidays. These perceived and attainable opportunities combined to create the realized opportunity set.

Socially and internally imposed limitations affect the choice of potential destinations based on awareness of feasibility. The decision set is influenced by situational and institutional constraints, including timing and alternatives. A priority screening process considers holiday attributes to identify

the overall best options for purchase. Evaluating attribute trade-offs leads to a final holiday choice with a favorable balance of preferred features. Despite their ability to shape perceptions, media, such as film and television, frequently only depict destination imagery and do not offer practical information for prospective travelers.

According to Kar and Litvin (1999 : 4) as well as Hall (2003 : 110), the media, particularly broadcast and print media, can have a significant impact on an individual's image of a destination or place, especially without personal experience. Films can also play a role in shaping people's perceptions of a location, potentially encouraging them to visit. Riley, Baker ; Van Doren (1998) have noted that while films are not created with the intention of promoting travel, they can increase awareness, appeal, and profitability of certain locations.

State governments and destination marketing organisations are placing more importance on participating in film production due to the potential benefits that it offers. This has led to an evaluation of destination image in order to maximise advantages for the local tourism industry. As noted by Riley (1994, p. 454), successful box-office films can substantially increase awareness of destinations and the consequent tourism benefits may outweigh the costs of advertising the same locations. The image of Australia is largely influenced by popular culture.

The movie Crocodile Dundee had a significant impact on tourism in Australia, leading to a surge in visitor arrivals, as noted by Croy and Walker in 2003 (120). Following the film's success, the Australian Tourism Commission launched an advertising campaign featuring Paul Hogan to promote Australian culture and attractions. Hogan played an instrumental role in establishing Australia's international profile, introducing

Aussie slang such as 'g'day' and 'throw another shrimp on the barbie' in advertising campaigns throughout North America, Asia, and the United Kingdom during the mid-1980s.

The laid-back bush larrikin portrayal of Mick Dundee in the Crocodile Dundee movies served as a tourism advertisement for Australia. The film not only encouraged visits to Australia, but also created a lasting perception of the country in the minds of international tourists. However, the rustic image of Crocodile Dundee does not accurately represent contemporary Australia, which is now primarily an urbanised nation.

The renowned Australian movie Crocodile Dundee, situated in Arnhem Land in the Northern Territory, accurately portrays the outback of Australia without featuring any crocodile wrestlers. This film conveys Australia's true essence as a relaxed and casual outdoor haven, reflecting its reality. It exhibits genuine traditional Australian scenery while also showcasing an artfully created image of Australians.

Both Australia and New Zealand have capitalized on their unique attributes to draw tourists. Australians are renowned for their friendly disposition, humor, and iconic figures like Crocodile Dundee. This has contributed significantly to the country's positive image worldwide and boosted tourism. Likewise, New Zealand has leveraged the popularity of the Lord of the Rings films to showcase its captivating landscapes and attractions. Effective marketing strategies play a crucial role in providing potential visitors with comprehensive details about each country's distinct characteristics and noteworthy destinations.

The filming of Lord of the Rings in remote areas throughout New Zealand has enhanced the country's appeal as a travel spot. Tourism New Zealand reports that international visitor figures have risen by an average rate of 3.5% per year, totaling 2.06 million visitors last year, including dedicated followers of

the film series. The depiction of Middle Earth amidst New Zealand's exclusive terrain has substantially contributed to the growth of a prosperous tourism sector valued at $US 3.1 billion for a population size of four million (Tourism New Zealand 2004).

Tourism New Zealand acknowledges that the tourism industry of the country has been augmented considerably due to Lord of the Rings. The movie has efficaciously portrayed the natural charm of New Zealand, thereby enticing tourists from all over the world. Additionally, both book and film adaptations have triumphantly demonstrated a way of life that connects with people universally. As a result, it has helped in endorsing an idea of a pure and eco-friendly New Zealand.

Even though some of the Lord of the Rings movie filming locations in New Zealand are difficult for tourists to reach, they exhibit the country's beautiful landscapes. Nevertheless, these movies have created a positive image of New Zealand as Middle-earth and enticed many visitors wishing to discover it. This highlights how media outlets, particularly television and film, significantly influence travel decisions and consumer preferences within tourist destinations. Ultimately, media representation has a substantial impact on the tourism sector.

Australia and New Zealand have become popular tourist destinations, thanks to the success of films like Crocodile Dundee and Lord of the Rings. This demonstrates that movie-inspired tourism has a positive impact on how travelers perceive a place. In fact, the success of a film can make people more inclined to visit a destination compared to before.