New Zealand’s Destination Promotion: A Case Study on the Impact of the Film ‘Lord of the Rings’ on Tourism
Dr. Desbastuti Dasgupta
Assistant Professor, Ashutosh College, Kolkata
Grishma Raj Aryal
Student, Sri Sri University, Cuttack
With the rise in the number of travelers around the globe at 1.4 billion global travelers by the end of 2019, the global tourism industry contributes $8.8 trillion and 319 million jobs to the world economy. With such growth, the government and different stakeholders of tourism industry are constantly marketing their destination through various channels as tourism has positively contributed to a country’s economic progress. In this light, destination tourism induced by films has been one of the key strategies used by tourism marketers and government to promote a specific destination. Being increasingly aware of the international release of the film ‘Lord of the Rings’(LoR), Tourism New Zealand (TNZ) aligned its promotional strategy to draw tourists in their country.
The objectives of this study are as follows:
- To identify the strategies used by TNZ to align its promotion mix with the movie LoR
- To identify the economic and social impact on New Zealand’s tourism post the release of the film.
This study will review articles, research papers, economic surveys and analysis related to the TNZ destination promotion strategy and its socio-economic impact on New Zealand’s tourism. This case study analyses the destination promotion strategy undertaken by TNZ, and the subsequent impact on New Zealand’s tourism generated by promoting its destination in the movie LoR.
Keywords: Destination Promotion, Tourism New Zealand, Global Tourism, Film Induced Tourism
The above paper is presented at National Media Management Conference on Communicating Tourism: Media, Soft Power, and Management powered by In-Depth Communication.
16 November 2019 | St. Xavier’s College, Kothavara, Vaikom, Kerala
All abstracts have been published in conference souvenir with ISBN 978-1-647337-82-7