Movie-Induced Tourism for Bollywood: Event Study-based Analysis

Abstract

Movie-induced tourism is significant for destination marketing. Although various studies have analyzed movie-induced tourism in the past, none of the earlier studies have investigated the movie-induced tourism for Bollywood movies. The present study fills the gap and examines the movie-induced tourism for Bollywood movies. The data has been collected for a total of 86 Bollywood movies, and the tourist location it promotes in the movie. The study further employs the event study methodology to understand the influence of the release of the movies on the number of tourists visiting the particular location. The results of the event study suggest that the tourism of a specific place is highly influenced by the movies and thus validated the movie-induced tourism for Bollywood movies. The findings of the study could be used to promote lesser-known regions by portraying them in Bollywood movies and then by subsequent promotions.