FILM TOURISM AS A DESTINATION PROMOTION INSTRUMENT: A CASE STUDY OF ICELAND
FILM TOURISM AS A DESTINATION PROMOTION INSTRUMENT: A CASE STUDY OF ICELAND

Author(s): Lenka Červová, Karolína Pavlů
Subject(s): Economy, National Economy, Tourism, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: film tourism;Iceland;destination marketing;economic impact;tourism marketing;
Summary/Abstract: Film industry belongs to the worldwide phenomena and is considered to be a tourism developmentdriver in many destinations. This is the case of Iceland, for example, which has become apopular film location in recent years and as a result the number of visitors to the country has been increasing.The aim of this paper is to analyse film tourism in this destination, considering both economicindicators of the benefits to the country’s economy in general and the entities active in tourism. Bothprimary and secondary research have proved that Iceland is a film location and the local business entitiesshare a positive attitude towards filming in the area. However, the Icelandic Tourist Board does notuse this fact in a sufficient way to promote their destination and therefore a draft of a communicationcampaign focused on film tourism is included in this paper.

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