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Film marketing opportunities for the well-known tourist destination

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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.

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Correspondence to Ludovica Cesareo.

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The Authors contributed equally to the paper. For a change, the Authors are listed in reverse alphabetical order.

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Giraldi, A., Cesareo, L. Film marketing opportunities for the well-known tourist destination. Place Brand Public Dipl 13, 107–118 (2017). https://doi.org/10.1057/s41254-016-0035-5

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  • DOI: https://doi.org/10.1057/s41254-016-0035-5

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