Abstract
This chapter identifies the importance of destination branding in tourism locations that have become popular due to their featuring in or association with a movie. The research explores and evaluates how movies can be used to develop a strong brand image for a place and utilises a recent case-study from Northern Ireland to investigate this aspect of the phenomenon further.
| Original language | English |
|---|---|
| Title of host publication | Tourism and Hospitality Research in Ireland – Concepts, Issues and Challenges |
| Place of Publication | Waterford, Ireland |
| Publisher | WIT Press |
| Pages | 125-146 |
| ISBN (Print) | 0-9540281-7-1 |
| Publication status | Published - 10 May 2007 |
Keywords
- destination branding
- film tourism
- marketing
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Bolan, P., & O'Connor, N. (2007). Northern Ireland and the Chronicles of Narnia – the Lion, the Witch and the Wardrobe: An innovative destination branding partnership. In Tourism and Hospitality Research in Ireland – Concepts, Issues and Challenges (pp. 125-146). WIT Press.