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Creating a sustainable brand for Northern Ireland through film induced tourism

Bolan, Peter and O'Connor, Noelle (2008) Creating a sustainable brand for Northern Ireland through film induced tourism. Tourism, Culture & Communication, 8 (3). pp. 147-158. [Journal article]

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DOI: 10.3727/109830408786177515


This article explores the integration of film-induced tourism and destination branding upon locations featuring in a film. Northern Ireland and the film The Chronicles of Narnia—the Lion, the Witch, and the Wardrobe (2005) are the case study under investigation. The researchers' hypothesis is that a brand based on the image derived from a film may be a strong means of marketing the area and supporting tourism even when the film is shot elsewhere. This was initially tested through key informant interviews with the Northern Ireland Tourist Board (NITB) to assess the linkages between film-induced tourism and destination branding. The review of existing academic literature identified a gap in previous investigations, which indicated that there has been little focused research on this phenomenon, particularly in the Irish context. In response, the interviews undertaken were an initial attempt to fill this gap. The findings from these interviews and the issues that emerged from the literature review highlighted a number of implications for the future branding of such destinations. If such implications are adhered to, destinations such as Northern Ireland can strive to brand themselves more effectively in association with film, as seen with New Zealand and The Lord of the Rings (2001-2003) trilogy.

Item Type:Journal article
Keywords:branding, film-induced tourism, Narnia, northern ireland
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:26037
Deposited By: Dr Peter Bolan
Deposited On:13 May 2013 11:30
Last Modified:13 May 2013 11:30

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