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ABSTRACT
Factors affecting film tourism have been shown in generating both positive and negative impacts on the destination country. Film and television can have a very positive impact on tourism visits. However, number of tourist visit can also cause negative impact on polluting the environment of a tour site, as well as disturbing local citizens from the influx of tourists. The objective of this study is to determine the effectiveness of media in motivating film tourism. The study employs film tourism theory as a theoretical framework stating that tourists are motivated to visit a destination through push or pull motive factors. The findings indicated that destinations appear in the film attract tourists to travel to the filming location. However, the influx of tourists not only positively affects but also creates negative results in the destination. This study confirms tourist decision-making theory that variety of marketing activities can leverage film tourism and motivate tourists to visit a destination through push or pull motive factors.
Keywords: Film tourism, Destination marketing, Tourism impact, Film destination
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I Introduction
The 11th National Economic and Social Development Plan promotes tourism as a strategy to generate revenue into the country. The government expects to generate revenue from tourism more than two trillion Baht in the year of 2015. Business tourism is the main business of generating revenue for the country. The government policy fully supports entertainment tourism as an approach to attract tourists. South Korea is successful in the entertainment industry as a tourism attraction. The South Korean government fully supports the use of easy to access media to publish the beauty of nature and culture to the world. Many tourists go to travel in South Korea because they want to track their favorite movie series. Therefore, the growth rate of South Korea tourism is a top of Asia. This is consistent with the findings of Fontip Barmeerattanachai (2551) from the study of "The influence of Korean drama on Korean tourism in Bangkok." The research found that the impression in Korean drama influence the decision to go to Korea at the highest level. Korean movie influences the tourism behavior of people interesting in Korea at the high level. Nowadays, Chinese's tourist market is considered...