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Place Branding and Public Diplomacy

, Volume 13, Issue 2, pp 107–118 | Cite as

Film marketing opportunities for the well-known tourist destination

  • Angelo Giraldi
  • Ludovica CesareoEmail author
Original Article

Abstract

This study explores the potential role of destination image in the context of film-induced tourism for the city of Rome. We examine the effects of two trailers of the 2014 Academy Award® winner for best foreign movie “The Great Beauty” on the image change of the city as a travel destination. The results, obtained through an experimental study with international respondents, suggest that a film can shift consumers’ cognitive and affective destination image perceptions in coherence with the contents proposed; yet for Rome, a mature destination with a well-established heritage, the changes are not so dramatic. We discuss the implications within the context of destination management and propose an agenda for future research.

Keywords

consumer behaviour destination image destination management film marketing Rome tourist behaviour 

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Copyright information

© Macmillan Publishers Ltd 2016

Authors and Affiliations

  1. 1.Sapienza, University of RomeRomeItaly
  2. 2.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA

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