Destination Space in Film: Viewer Perspectives on Film Destination Contributions to Promoting Thai Tourism

Abstract

The new concept was coined in studying destination image portrayed through films. This concept is proposed as "destination space" and developed on the basis of narrative analysis. The objective of this research is to analyze the placement of "destination" and "space" in the narrative of select films that contribute to the promotion of Thai tourism produced after the year 2000. Films in this study consisted of eight films: The Beach, The Hangover Part II, Go Lala Go, Lost in Thailand, Nang Nak, Pee Mak Phrakanong, Ong Bak: Muay Thai Warrior, and Tom Yum Goong: The Protector. The results show how the representation of the Destination Space' levels can be conducted to a sense of the viewer's perspective on film destination. Places are seen at the first level as "physicality of space" creating a sense of glamour. The second level, emotionally changing space, can enhance how the story emphasizes the role of unique Thai culture or Thainess. The highest level known as Thematic Space looks at how the theme of a film contributes to Thai tourism. The researchers verify the typology of the "destination space" gathered from the eight selected films and it can become the material sense of imagination for selling via film tourism events that are comprised of six characters: (1) exotic world, (2) idyllic space, (3) nostalgic space, (4) modern space, (5) spiritual space, and (6) martial art space. The interpretation of the findings suggests that viewers desire wanderlust to experience their opposite life in the form of a new world. Prominently, this study suggests that the vicissitudes of film tourism will decrease once the TAT turns to collaboration in order to prioritize the narrative of domestic-made films as a key player.