|
Travel and retail brands have a common frame of
reference the destination. Films made available in social
media represent a means of creating an emotional link
between online adults,
teenagers and students with destination brands. The
films are not restricted to contemporary movies but include
the nostalgic Casablanca and Razor's
Edge. Activities in the destinations of retail
and travel are changing to accommodate experiences.
Increasingly, the trend of
anthropomorphizing, i.e., mak
ing more humanistic destination brands (e.g., shopping
precincts, retail establishments, airports or tourist venues) is
accelerating through consumer engagement with films in social media.
For the next generation of tourists with Generation Z appearing as
individual tourists in 2020 as well as online adults, the film clips
found online in social media provide a novel means of discovering new
destinations. This is quite apart from the halo effect of films generating
a significant increase in tourism as seen from Crocodile
Dundee (1986) and doubling of Australian
visitors, the Veronese draw card for females viewing Letters to Juliet (2010), couples reliving Nights in Rodanthe (2008) in North Carolina,
the Bollywood movie, I Hate Luv Storys (2010) sparking Indian visitor
interest in New Zealand and the movie, Eat, Pray,
Love (2010) enticing soul searching in Italy, India
and Bali. |
