Marketing strategies for film-induced tourism

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Chanajai Tonsaithong


Travel industry in Thailand plays a pivotal role in driving the country’s economy. Among effective tools for increasing the number of tourists in Thailand, both domestic and international tourists, are movies, soap operas, series, and other types of entertainment. Because of this, it is indisputable that movies and entertainment media have motivated viewers to turn into tourists who want to visit settings they have seen in the media. Based upon these reasons, this article aims to study the importance of film-induced tourism and to identify motivations of tourists who decide to travel to movies’ locations. The methodology of this study includes content analysis and literary review of relevant documents to analyze marketing strategies used for promoting film-induced tourism. From the synthesis of the literature review, this study incorporated 5C Marketing Model to establish elements needed for stakeholders to plan and strategize. The contribution of this study is to prepare stakeholders for market value added of film-induced tourism and to guarantee the sustainability of film locations in the future.


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