Beyond its economic impact, the audiovisual industry also reshapes the perception of destinations and changes how visitors experience them. In some instances, the influx of tourists has boosted local economies and revitalized certain areas. However, this surge can also lead to overcrowding, gentrification, and a dilution of local identity. Visitors may consume superficially, focusing on iconic scenes without understanding the local history or culture.
These competing factors contribute to an essential debate for many cities striving to balance the advantages of tourism with the need for sustainability.
Loyal Tourists Spread across Time
Film tourism is a significant driving force for a local economy but can sometimes lead to adverse situations. When managed effectively, the sector serves as both an attraction and a way to promote year-round travel.
Viewers often become interested in the locations featured onscreen and seek to experience them in real life. This desire to compare the portrayed image with reality allows film and television to significantly influence travel decisions and act as powerful territorial marketing tools.
Another advantage of film tourism is its ability to allocate tourist flow more evenly throughout the year. This increased activity during off-peak periods has several beneficial effects. It rejuvenates local areas while maintaining interest in the destination, leading to sustained economic growth with reduced social, cultural, and environmental impact.
Moreover, tourism tied to films tends to foster a greater sense of loyalty to the destination. Visitors develop a connection that often motivates them to return. Many travelers even share their experiences on social media or recommend these locations to others.
Authenticity is crucial in this process since it allows tourists to feel genuine emotions and creates a captivating experience. This emotional connection is essential for generating motivation to visit a place and cultivating loyalty.
These insights come from research conducted by the multidisciplinary team at the Center for Analysis and Prospective of Tourism (CAPT) at the University of Córdoba. Their studies examine the sociodemographic profiles of film tourists and their primary interests and motivations.
