Film-induced Tourism in Finland : Its Current State and Opportunities
Anul, Kezban (2013)
Anul, Kezban
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201302042016
https://urn.fi/URN:NBN:fi:amk-201302042016
Tiivistelmä
The goal of this paper was to evaluate the current state of film-induced tourism in Finland and to create suggestions for further development in the context of international markets. To the knowledge of the author, a comprehensive study about film-induced tourism in Finland has not been undertaken yet. Therefore, the thesis was designed in the form of an exploratory research with the aim to deliver some initial insights and key issues for the broad topic.
The paper starts with a general overview on film-induced tourism and an analysis of the conditions and factors which affect the phenomenon. After, it examines the current state of film-induced tourism in Finland based on existing examples and investigates future opportunities by examining the Finnish film industry related to international markets. In the empirical part, experts from the film and tourism industry are interviewed in order to get a better understanding of factors which need further improvement to foster film-induced tourism in Finland. Suggestions are then given based on the findings.
Film-induced tourism emerges as a highly complex issue with many factors to consider, ranging from motivational factors of film-induced tourists to film-specific factors, destination attributes and prerequisites, film funding, destination marketing activities, governmental factors, and sustainability aspects. Related to Finland, the phenomenon is fairly new and has just been accepted recently in the context of international markets. This is mainly due to the Finnish film industry which in the commercial sense has been visible on the international scene only for about a decade. However, the industry has grown to an internationally recognized sector with diverse film productions and increasing export within ten years, thus offering positive prospects for film-induced tourism in Finland and making it worthwhile to develop. Yet, as film-induced tourism and even the film industry are both in their initial phase related to international markets, much room for improvement opens up in the pre-release stage of films and thus the strategic phase of film-induced tourism. Cooperation between affected stakeholders - namely the film industry, tourism industry, and public sector - emerges as critical in order to manage and develop the factors which affect the phenomenon and to use film-induced tourism in a strategic manner.
The paper starts with a general overview on film-induced tourism and an analysis of the conditions and factors which affect the phenomenon. After, it examines the current state of film-induced tourism in Finland based on existing examples and investigates future opportunities by examining the Finnish film industry related to international markets. In the empirical part, experts from the film and tourism industry are interviewed in order to get a better understanding of factors which need further improvement to foster film-induced tourism in Finland. Suggestions are then given based on the findings.
Film-induced tourism emerges as a highly complex issue with many factors to consider, ranging from motivational factors of film-induced tourists to film-specific factors, destination attributes and prerequisites, film funding, destination marketing activities, governmental factors, and sustainability aspects. Related to Finland, the phenomenon is fairly new and has just been accepted recently in the context of international markets. This is mainly due to the Finnish film industry which in the commercial sense has been visible on the international scene only for about a decade. However, the industry has grown to an internationally recognized sector with diverse film productions and increasing export within ten years, thus offering positive prospects for film-induced tourism in Finland and making it worthwhile to develop. Yet, as film-induced tourism and even the film industry are both in their initial phase related to international markets, much room for improvement opens up in the pre-release stage of films and thus the strategic phase of film-induced tourism. Cooperation between affected stakeholders - namely the film industry, tourism industry, and public sector - emerges as critical in order to manage and develop the factors which affect the phenomenon and to use film-induced tourism in a strategic manner.