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.
|Title of host publication||Tourism and Hospitality Research in Ireland – Concepts, Issues and Challenges|
|Place of Publication||Waterford, Ireland|
|Publication status||Published - 10 May 2007|
- destination branding
- film tourism
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.