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.
Table of Contents
1. Part 1: Overview
1.1 Introduction
1.2 Defining Film-tourism
1.3 The Lord of the Rings and why it was used for destination marketing
2. Part 2: Marketing New Zealand via LOTR
2.1 Marketing techniques used in New Zealand for LOTR
2.2 New product developments
3. Part 3: Conclusion
3.1 Conclusion
3.2 Recommendations
Research Objectives and Core Themes
This report aims to examine how the movie trilogy 'The Lord of the Rings' was utilized as a strategic marketing tool to enhance the global image of New Zealand and attract a broader segment of international tourists.
- The evolution of film-tourism as a modern destination marketing strategy.
- Cooperation between government authorities, the movie industry, and tourism organizations.
- Specific marketing techniques employed before and after the release of the films.
- The development of new tourism products and branded experiences for visitors.
- Economic and image-related impacts on New Zealand as a travel destination.
Excerpt from the Book
1.1 Introduction
The tourism industry has reached a high degree of competition or rather the maturity stage. It suffers from the increasing difficulty in differentiating products and shows a slower pace in making profit. This is caused by the changing demographics and demands of the tourists as well as from the big variety of destinations and products. For this reason, the DMOs started to change their concepts from marketing existing destinations to creating new tourism products for the tourists. New Zealand has undergone a big change in the last 9 years by using ‘The Lord of the Rings’ as a marketing tool. Different marketing techniques were used by each stakeholder in order to increase the attractiveness of New Zealand and to generate a new image.
The great effort towards promoting New Zealand through the movie has increased the tourists’ awareness for the country and the number of tourist arrivals. Furthermore, it benefited the countries economy by increasing its income –from tourism from US$ 86 million in 1995 to approximately twice as much in 1999-2003. However, the focus of this paper does not lie on the benefits of film-tourism in New Zealand or the success of the marketing strategy. Moreover, it identifies the different marketing techniques used successful to promote the country via ‘The Lord of the Rings’ and discusses the techniques comprehensively.
Summary of Chapters
1. Part 1: Overview: This section introduces the concept of film-tourism, defines its various forms, and explains the initial rationale behind choosing a cinematic phenomenon to promote a national destination.
2. Part 2: Marketing New Zealand via LOTR: This section details the practical application of marketing strategies, including government partnerships, media campaigns, and the creation of specialized film-related products for tourists.
3. Part 3: Conclusion: This final section synthesizes the findings, confirming the complexity of movie-based marketing and providing actionable recommendations for future initiatives by the New Zealand Tourism Board.
Keywords
Film-tourism, New Zealand, The Lord of the Rings, Destination Marketing, Tourism Industry, Marketing Techniques, Film-induced tourism, Brand Identity, Middle-earth, Tourism Products, Stakeholder Cooperation, Tourist Arrivals, Economic Impact, Destination Branding, Tourism Strategy
Frequently Asked Questions
What is the core subject of this report?
The report focuses on how New Zealand successfully leveraged 'The Lord of the Rings' movie trilogy as a marketing tool to increase its global visibility and attract more international visitors.
What are the primary themes discussed?
Central themes include the definition and classification of film-tourism, the strategic cooperation between stakeholders, the implementation of marketing initiatives, and the development of new tourism offerings.
What is the main objective of the research?
The objective is to provide a comprehensive analysis of the marketing techniques used to promote New Zealand as a destination through the lens of a major cinematic production.
Which scientific methods were applied?
The study utilizes a descriptive case study approach, analyzing industry reports, marketing strategies, and secondary academic research regarding film-induced tourism.
What does the main body cover?
The main body examines the marketing techniques split into pre- and post-release phases, the branding of New Zealand as the "Home of Middle-earth," and the creation of specific tourism products like film-location tours and merchandise.
Which keywords best characterize this work?
Key terms include Film-tourism, Destination Marketing, New Zealand, The Lord of the Rings, and Tourism Strategy.
Why was 'The Lord of the Rings' considered an opportunity for New Zealand?
It provided a unique selling proposition in a highly competitive global market, allowing the country to differentiate itself and leverage the high media attention surrounding the trilogy to gain free publicity.
What role did the government and Tourism New Zealand play?
They played a central role by partnering with the film producers, offering tax incentives, integrating movie imagery into national branding, and developing infrastructure like film-location tours to sustain visitor interest.
- 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
