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Promoting South Africa as an international film tourism destination
Dissertation (MCom)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613474946809856 |
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| access_status_str | Open Access |
| author2 | Kruger, Elizabeth Ann |
| author_browse | Kruger, Elizabeth Ann |
| author_facet | Kruger, Elizabeth Ann |
| collection | Thesis |
| dc_rights_str_mv | © 2015 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MCom)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/46194 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:43.949Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/46194 Promoting South Africa as an international film tourism destination Kruger, Elizabeth Ann Fairer-Wessels, Felicite A. Loedolff, Carmen UCTD Destination marketing Film producers Film tourism Service marketing Qualitative research Guidelines Dissertation (MCom)--University of Pretoria, 2014. Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commissions/offices in attracting international film producers, determine what local South African DMOs and local and foreign film commissions/offices perceive as important factors in attracting international film producers, determine and describe the factors influencing international film producers’ selection of a location, determine international film producers’ perceptions of South Africa as a film location in terms of these factors, develop a model for promoting South Africa as an ideal film location to international film producers and then relate the developed model to guidelines in accordance with the services marketing mix (7 Ps). The results obtained identified a number of factors that influence international film producers’ selection of a location and the model can be used to assist DMOs in developing effective marketing strategies in order to attract international film producers to South Africa. This was a qualitative study where three data collection instruments were used on four participant groups; secondary data was also analysed. It was found that South African DMOs do not yet have a working relationship with the relevant film industry leaders; that local film commissions’/offices’ current marketing activities are in line with foreign film commissions’/offices’ marketing strategies; that local DMOs and local and foreign film commissions/offices are more often than not aware of the factors influencing international film producers’ selection of a location and that South Africa has a positive image as a film destination. This research contributes to tourism literature by developing a model and suggesting guidelines that could be used by South African DMOs to attract more international film producers to the country and thus ultimately increase the number of film tourists who visit. All South African DMOs should consider the suggested guidelines when developing a marketing strategy for promoting South Africa as a preferred film destination to international film producers. tm2015 Tourism Management MCom Unrestricted 2015-07-02T11:07:10Z 2015-07-02T11:07:10Z 2015/04/30 2014 Dissertation Loedolff, C 2014, Promoting South Africa as an international film tourism destination, MCom Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/46194> A2015 http://hdl.handle.net/2263/46194 en © 2015 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Destination marketing Film producers Film tourism Service marketing Qualitative research Guidelines Promoting South Africa as an international film tourism destination |
| title | Promoting South Africa as an international film tourism destination |
| title_full | Promoting South Africa as an international film tourism destination |
| title_fullStr | Promoting South Africa as an international film tourism destination |
| title_full_unstemmed | Promoting South Africa as an international film tourism destination |
| title_short | Promoting South Africa as an international film tourism destination |
| title_sort | promoting south africa as an international film tourism destination |
| topic | UCTD Destination marketing Film producers Film tourism Service marketing Qualitative research Guidelines |
| url | http://hdl.handle.net/2263/46194 |