Film Tourism and Post-Release Marketing Initiatives: A Longitudinal Case Study
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The purpose of this paper is to provide a long-term perspective on destinations’ ability to enhance movie productions. A longitudinal approach is used: a destination film production history is analyzed through a holistic case study. Different cinematic periods were identified and post-release marketing activities documented and discussed. This study complements existing literature by providing a comprehensive analysis of the long-term interplay between movie productions and related marketing initiatives undertaken at destinations. Implications for researchers and marketers are discussed.