The role of the film as a media communications instrument for the tourist destination promotion strategy

Abstract

This paper analyses different film genres and their role as a media communications instrument for the tourist destination promotion strategy. The general objective of the paper is to point to the significance of film for the tourist destination recognisability as well as its perception in the public eye. The specific objectives of the paper are directed at the analysis of individual roles that different film genres have in the tourist destination promotion strategy. The research methods employed in the paper entail film identification and its role in media communications, the identification both of different film genres and their specific features, then, the observation of their application in the tourist destination promotion strategy, and eventually, the identification of their significance in the process of raising the public's awareness of the destination itself as well as the creation of positive perception of the destination with the targeted audience. In this regard, the paper focuses on the following: feature films, documentary films, tourist-related report, promotional tourist films, messages conveyed through films to the targeted audience as well as the strategies and methods employed in the film as a promotional tool. One of the key findings of the paper is to highlight the significance of each film genre in the process of tourist destination promotion, whereas their combination represents an important segment of media strategies in the field of tourism, and is a prerequisite for the desired positioning in the contemporary tourism market.

Keywords

• feature film
• documentary film
• tourism-related report
• promotional tourist film
• media communications