Film tourism and destination marketing: The case of Captain Corelli's Mandolin

Abstract

Film tourism is a growing phenomenon worldwide. However, many tourism organizations have been slow to tap the potential benefits of film tourism, perhaps due to a lack of knowledge, research, or evidence that explains the potential of film tourism. This article presents a conceptual framework for understanding the film tourism phenomenon and, then, using a case study method, reports on the tourism impacts of Captain Corelli's Mandolin on the Island of Cephalonia in Greece. The case supports previous research claiming that films can have a powerful influence on travel decisions. It also shows that film tourism is not always directly related to the success of a film or the marketing activities of Destination Marketing Organizations. Implications for destination marketers are discussed.