Theorising the Development Of On-Screen Destinations

Lundberg, Christine, Ziakas, Vassilios and Morgan, Nigel (2017) Theorising the Development Of On-Screen Destinations. In: LOCATING IMAGINATION: POPULAR CULTURE, TOURISM, AND BELONGING, APRIL 5-7, 2017, ERASMUS UNIVERSITY ROTTERDAM.

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With one in five overseas UK visitors claiming that films or television shows wholly or partially motivated their travel (Steele, 2008) and UK film tourism spending exceeding £1.8 billion (Oxford Economics, 2012), it is not surprising that destinations worldwide are increasingly seeking to leverage on-screen tourism. Moreover, there are now numerous examples of destination image transformations in the wake of on-screen associations - from New Zealand (Lord of the Rings) to Ireland (Game of Thrones). Such on-screen associations primarily result in two forms of tourism – business tourism during film or television show production and leisure tourism when enthusiasts travel to visit their favourite film or television show sets and locations. The latter is inextricably linked to the post-modern production and commodification of cultural signs marketed and consumed by a range of global audiences (Debord, 1967), which make popular culture a destination commodification apparatus. As a result, the multiple cultural meanings underpinning on-screen shows are increasingly being marketed to foster tourism-related benefits for those destinations connected with them (Kim and Long, 2012). This presentation integrates cultural theory and marketing strategy to examine the complex relationship between on-screen popular culture and tourism destination place-making. The review of literature results in the development of an inter-disciplinary conceptual framework - termed ‘On-Screen Dollying’ - that provides a culturally-grounded and contextually-driven theorisation of the means by which popular culture place-making can foster destination development. The presentation identifies the characteristics of on-screen tourism affecting destination development and six strategies for leveraging on-screen tourism. Based on the inter-disciplinary analysis, the presentation proposes a research agenda that integrates on-screen tourism and destination place-making which has implications for policy and theory.

Item Type: Conference or Workshop Item (Paper)
Divisions: ?? UniversityCollegePlymouthMarkJohn ??
Depositing User: Ms Alice Primmer
Date Deposited: 09 Oct 2017 10:55
Last Modified: 27 Jan 2020 15:25

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