In the last years, there has been a growing competition in the tourism industry for destinations. Globalization, an improved transportation system and the more experienced tourist make it hard for Destination Marketing Organizations to meet the needs and to differentiate their destination. For this reason, the new trend towards film-tourism and film-induced tourism has been regarded as a new resource and opportunity for DMO’s. New Zealand has also discovered ‘The Lord of the Rings’ as a new opportunity for attracting new visitors. This report investigates the different marketing techniques used by New Zealand to promote the country via ‘The Lord of the Rings’. Furthermore, it reveals and discusses the outcomes of the new strategy.
Inhaltsverzeichnis (Table of Contents)
- Part 1: Overview
- Introduction
- Defining Film-tourism
- 'The Lord of the Rings' and why it was used for destination marketing
- Part 2: Marketing New Zealand via LOTR
- Marketing techniques used in New Zealand for LOTR
- New product developments
- Part 3: Conclusion
- Conclusion
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to provide an insightful analysis of the use of movies as a marketing tool for destinations, using New Zealand as a case study. The paper focuses on how New Zealand leveraged "The Lord of the Rings" to promote the country as a tourist destination. It explores the different marketing techniques employed, their impact, and provides recommendations for future marketing strategies.
- The growing competition in the tourism industry and the need for destination marketing organizations (DMOs) to differentiate themselves.
- Film-tourism as a new resource and opportunity for DMOs.
- The marketing techniques used by New Zealand to promote the country via "The Lord of the Rings."
- The outcomes of this marketing strategy for New Zealand.
- Recommendations for future marketing steps for the New Zealand Tourism Board.
Zusammenfassung der Kapitel (Chapter Summaries)
Part 1: Overview introduces film-tourism as a burgeoning concept and differentiates between film tourists and film location tourists. The chapter also presents a classification of different types of film-tourism, including on-location and off-location film tourism, as well as the concept of film-induced tourism as a romantic gaze.
Chapter 1.1: Introduction examines the maturity stage of the tourism industry and the need for DMOs to develop new tourism products to attract tourists. It highlights New Zealand's innovative use of "The Lord of the Rings" as a marketing tool and the impact of this strategy on increasing tourist awareness and revenue.
Chapter 1.2: Defining Film-tourism provides a comprehensive definition of film-tourism and explores its various forms and motivations. It emphasizes the importance of understanding different types of film tourism, including film tourists who visit film locations as a part of their main holiday, and those who visit for specific film-related interests.
Chapter 1.3: 'The Lord of the Rings' and why it was used for destination marketing discusses the use of "The Lord of the Rings" as a marketing tool for New Zealand. It explains why the film was chosen and the potential benefits of leveraging its popularity for tourism promotion.
Schlüsselwörter (Keywords)
Film-tourism, destination marketing, New Zealand, "The Lord of the Rings," marketing strategies, tourism industry, film location tourists, film tourists, tourism revenue, DMOs.
- Arbeit zitieren
- Aylin Gürkaya (Autor:in), 2010, Marketing New Zealand via ‘The Lord of the Rings’, München, GRIN Verlag, https://www.hausarbeiten.de/document/157158
