Film production in Mallorca and its influence on tourism

Abstract

[eng] The relationship between film production and tourism has been gaining academic attention in recent years. There is a growing need to learn about the possibilities of connecting film production with tourism. Moreover, film tourism is a thriving phenomenon worldwide, driven by the entertainment sector and increased international travel. Film production can influence tourism in mainly two ways. Firstly, when a destinations is depicted in a film, TV series or some other audiovisual production, there may be an increase in the number of tourists that want to visit that particular setting. The motive can be primary, but it can also be secondary and represent an extra reason to travel there. And secondly, film productions are perceived as more reliable than conventional advertising, hence their potential for tourism promotion, raising brand image and awareness. Once the term of film tourism is defined, it is important to reflect on the different benefits that this type of tourism can produce in tourist destinations. Currently, many locations are beginning to consider using film tourism as a distinct tourism strategy. Mallorca is one of these locations, and this paper will try to explain how film production can have an influence on tourism on the island.