Laboratorio Cineturismo

Bicocca, Febbraio-Marzo 2010

Definizioni

• IMAGE: Crucial marketing concept in the tourism industry

• Image influences tourism related attitudes & behaviours variously, by confirming/reinforcing existing & creating new

Definizioni

• GUNN (1972)• IMAGES:• 1) ORGANIC• 2) INDUCED• Organic images: formed from sources not

directly associated with tourism interests (e.g. magazines, movies)

• Induced images: deriving from the conscious effort of marketers to develop, promote & advertise their destinations

Definizioni

• Cinema & TV:• IMPORTANT ELEMENTS OF POPULAR

CULTURE & MAJOR LEISURE ACTIVITIES

• SCHOFIELD (1996): Contemporary tourists’ organic images of places are shaped through the vicarious consumption of film & TV without the perceived bias of promotional material

Definizioni

• News & popular culture products are so deeply embedded in every day life that they are likely to have high market impact

• PORTRAYALS OF PLACES IN NEWS & POPULAR CULTURE CAN ALTER AN AREA’S IMAGE DRAMATICALLY, EVEN IN A SHORT PERIOD OF TIME

Definizioni

• BUTLER (1990) discusses :

• the influence of media and

• the ways in which people derive images information and awareness of destinations

• BASIS upon which people make CHOICES WHERE TO STAY AND VISIT

Definizioni

• BUTLER notes that people can RECEIVE INFORMATION from a COMBINATION OF MEDIA FORMS rather than exclusively from one

• He traces the PROMOTION OF DESTINATIONS through VISUAL MEDIA back to the paintings & sketches brought home by those who undertook the “GRAND TOUR” in the 17-19° centuries

Definizioni

• Subsequently, POSTERS & ILLUSTRATIONS for RAILWAYS & STEAMSHIP LINES were designed to demonstrate the DESTINATION & its ATTRACTIONS to potential visitors

• PHOTOGRAPHS & POSTCARDS: VALUABLE FORMS OF PROMOTION FOR THE DESTINATION

Definizioni

• More recently, movies and tv series have had a powerful influence on people’s tastes and ideas

• Butler: As people read less, what is shown in movies, videos & tv is becoming more & more important

Definizioni

• What is shown in movies, videos & tv will become even more important than print media in shaping images of, and visitation to, places, due to the expanding accessibility & high credibility of these information sources (Butler 1990)

• The impact of popular films & TV programs on individual & societal beliefs & behaviours will continue to increase as cable tv & video use diffuse rapidly (Brown-Singhal 1993)

Definizioni

• Perceptions of destinations & purchase decision are positively correlated

• The IMAGE of an AREA is a CRITICAL SELECTION FACTOR

• Importance of POPULAR CULTURE in BUILDING PLACE IMAGERY

Definizioni

• Morgan & Pritchard (1988)

Power of constructed reality: likely to dominate any sense of objective reality

In some cases, depiction on TV may even alter the reality of a place & TV shows have been catalysts for the recreation of places as living environments & tourism sites

Definizioni

• URRY (1990)

• Places are chosen to be gazed upon because there is an anticipation. Such anticipation is constructed & sustained through a variety of NON –TOURIST PRACTICES such as films, tv, magazines, literature, records etc…which construct & reinforce the gaze

Definizioni

• A) SYMBOLIC DOMAIN OF POPULAR CULTURE: VERY IMPORTANT TO THE CONSTRUCTION OF PLACE IMAGERY

B) THE POPULAR VIEW OF A PLACE OFFERED BY MEDIA MAY PROMPT THAT PLACE TO RECREATE ITS OWN IDENTITY IN THIS IMAGE

Definizioni

• In particular, MOVIES as VISUAL LANGUAGE have been one of the major vehicles to CONSTRUCT & TRANSMIT meaning, often of places with which people do not have first hand experience

• VICARIOUS EXPERIENCE through movie viewing

Definizioni

• Metz (1972): People can experience a place vicariously by identifying with the characters

• In certain types of PLACE-ORIENTED MOVIES, viewers are offered the opportunity to learn about the place by imaginatively participating in the place-related experiences of the characters

Definizioni

• Vicarious experience with a destination featured in a film: another type of destination experience

• Concept of FAMILIARITY• Movies FAMILIARIZE audiences with places

& attractions featured in them• Riley-Van Doren (1992): Extended exposure to

attractions through the medium of film allows potential tourists to gather information and vicarious knowledge, therefore lowering the levels caused by anticipating risk

Definizioni

• This knowledge can provide a sense of security & comfort, which can lead to increased confidence in destination choice & an actual VACATION experience less threatening & more comfortable

• Films: VIRTUAL HOLIDAY BROCHURES, having a significant impact on how tourists choose their holiday destinations

• Negative effects of familiarity: Novelty of travel is reduced

Definizioni

• Several researchers have found that

• certain motion pictures increased the

• AWARENESS OF THE PLACES THEY DEPICTED & HAD TOURIST-INDUCING EFFECTS

• Popular motion pictures & tv programs: linked to increases in tourist numbers at places they depict

Definizioni

• A movie may generate & sustain interest in a destination in a way in which destination marketers cannot afford to do

• MOVIE: “ADVERTISEMENT WORTH 72 MILLION PEOPLE, the average worldwide screen audience for a movie” (Tooke-Baker 1996)

Definizioni

• MOVIE AS “HALLMARK EVENT” (Riley-Van Doren 1992)

• Ritchie (1984): HALLMARK EVENT=approach to generating increased destination appeal

• Major one time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term. Such events rely for their success on uniqueness, status or timely significance to create interest and attract attention

Definizioni

• Locations filmed as part of film are likely to see increases in the awareness & appeal of destinations & profitability of tourism operations, as effects similar to those created by hallmark events (Tooke-Baker 1996)

• Major entertainment companies have been “cashing in” on movie-induced tourism for many years e. g. UNIVERSAL STUDIOS

Definizioni

• According to Riley and Van Doren (1992), motion pictures had several advantages over hallmark events when inducing people to visit:

• -longer periods of location exposure when compared to the advertising and promotion of hallmark events & locations

• -vicarious involvement & identification with locations through movie storylines

Definizioni

• - enhanced location images through the use of special effects, movie stars, picture perfect camera angles

• -enhanced location awareness by different market segments through a universally popular medium such as movies

• -movies as a non-sales form of communication that allowed discovery of the location as opposed to the hard sell of advertising

• -in home access to the locations shown in the movies

Definizioni

RILEY-BAKER-VAN DOREN (1998)

For some people movies induce them to travel to the locations where they were filmed

Through movies, people are sometimes induced to visit what they have seen on the SILVER SCREEN

Data gathered at 12 US locations

Definizioni

• Reasons why a movie can induce tourism:

• A) natural scenery

• B) plot

• C) heritage

• D) ludic attractions

• In certain cases the reasons are MIXED

Definizioni

• Esempi:• -Thelma & Louise (1991): plot+natural

scenery• Locations investigated: Canyonlands and

Arches National Park in Utah.• After being released in May 1991, visitation

increases:• -Canyonlands +22, 6% (1991)• Arches Park + 13, 7%

Definizioni

• Esempi:• -Close Encounters of the Third Kind:

plot+natural scenery• Location investigated: Devils Tower

National Monument (northeastern Wyoming)

• In the first year after the movie’s release, visitation increased 74% over the previous year

Definizioni

• Field of Dreams: plot, theme

• Cornfields in IOWA

• Zero visitors before the release

• Sequential increases of 8000, 26000, 65000

Definizioni

• Little Women: plot, theme

• Location: Orchard House (Concord, Massachussetts)

• 65% increase in the first year after the release

Definizioni

• Other cases and resulting actions:• Many UNATTRACTIVE LOCATIONS have attracted

visitors after the release of related movies:• Home Alone: Kevin Chicago Home• Rainman: Motel Room• 4 weddings & a funeral: room in the Crown Hotel booked

continuously until 1997• In many cases the residents were not prepared for the influx of

people or for their curiosity.• E.g. After the release of Forrest Gump visitors besieged the

Savannah Chamber of Commerce when Forrest Gump’s bench could not be found

Definizioni

• But many sites started to organize trips so tourists could see all the locations

• E.g. tours organized by local authorities

• Natchitoches-Steel Magnolias

• Madison County, Iowa-Bridges of Madison County

• Atlanta, Georgia-Driving Miss Daisy

Definizioni

• Fried Green Tomatoes

• A small town turned into a boutique of movie memorabilia

• PACKAGING STRATEGY TO EXTEND THE STAY AND SPENDING OF POTENTIAL VISITORS

Definizioni

• Recap:

• A) Film companies & merchandisers have exploited the spin-off effects of movies for many years (cd, toys, tees etc…) but only recently have people thought that movies might promote tourism

Definizioni

• B) Each location’s allure is different (physical properties, theme etc…)

• Locations need not to be beautiful nor the storylines positive in order to attract visitors. While positive affect may well be important, “dark” movies have also created visitation booms

Definizioni

• Varied tourism impacts created by movies:• A) good economic results• B) “bad” safety concerns & overcrowding

• While the sight of the site may be sufficient for some visitors, a re-creation of the action or a piece of the location may be necessary for others to relive their favorite scene

Definizioni

• Movies that reflect the essence of authentic aspects of a destination, be it the scenery, the culture or key landmarks, induce tourists to visit the scenes they’ve experienced on screen (Grihault 2003)

• Tourist agencies should be aware of the potential gain for featuring positive images of a destination in a movie

• Morgan & Pritchard: Inserire una destinazione in un film è l’ultima frontiera del placement di un prodotto turistico

Definizioni• Film-induced tourism: VISITATION TO SITES WHERE MOVIES &

TV PROGRAMMES HAVE BEEN FILMED AS WELL AS TO TOUR TO PRODUCTION STUDIOS, INCLUDING FILM-RELATED THEME PARKS, WHAT IS OF INTEREST IS THE TOURIST ACTIVITY ASSOCIATED WITH THE FILM INDUSTRY (Beeton 2001)

• Beeton: movie-induced tourism=only cinema• Film-induced tourism= cinema + tv• Film-induced tourism- tourist’s visits to a destination or

attraction as a result of the destination being featured on tv, video or the cinema screen (Evans 1997)

• Film-induced tourism: TOURIST VISITS TO A DESTINATION AS A RESULT OF THE DESTINATION FEATURED ON THE CINEMA SCREEN, VIDEO OR TV (Busby-Klug, 2001)

Definizioni

• Screen tourism: Tourism generated by tv programmes, video, dvd, film (small & big screen productions) (Connell-Mayer)

• Cinema sightseeing: Cinema e turismo vengono messi in relazione nel momento della fruizione del prodotto turistico (quindi non c’è legame esplicitamente motivazionale fra il cinema e la scelta di recarsi sui luoghi) (Jones 2004)

Definizioni

• PUSH FACTORS: fattori di spinta, attinenti al turista

• PULL FACTORS: fattori di attrazione, attinenti alla destinazione

• 3 differenti tipologie di film tourist

• 1) SPECIFIC

• 2) GENERAL

• 3) SERENDIPITOUS

Definizioni

• Beeton: Aspetti interessanti del cineturismo: • A)DESTAGIONALIZZAZIONE DEI FLUSSI

TURISTICI• B) Cineturismo come forma di

PELLEGRINAGGIO• Pilgrimage: displaying an element of

LONGEVITY, particularly in the case of televised drama. But now, with dvd, also “cinema-induced tourism” can be associated with “longevity”.

Qualche numero

• Stime ONU: Valore popolo cineturisti: 100 milioni di dollari all’anno

• USA: 10 milioni di cineturisti ogni anno (Chierchia 2005)• Riley-Van Doren stimano nella misura del 54%

l’incremento medio dei visitatori nei 5 anni successivi all’uscita del film

• Effetto Elisa di Rivombrosa• Castello di Agliè e dintorni• Visite 2003: 8549• Visite 2004: 92091• (Ma le presenze alberghiere hanno fatto registrare un

incremento di appena il 2, 21%)

Qualche numero

• The Passion: incremento di arrivi internazionali a Matera del 143, 8% nel 2004 (anno di uscita del film)

• Montalbano. Città di Ragusa: aumento turistico del 50%. Boom di arrivi dalla Scandinavia, dove la fiction ha avuto grande successo

Qualche numero

• Dati cineturismo Italia:• 1700 percorsi• 10 mil. visitatori italiani• 41.622.000 turisti stranieri in Italia sui luoghi del

cinema• Studi di mercato sul cineturismo dimostrano che

per ogni euro investito nella promozione, il territorio ne ottiene 32, e che ogni settimana di lavoro sul set ha una ricaduta pari a 300.000 euro (Stefano Della Casa- Direttore Film Commission Torino-Piemonte)

Complessità

• DISPLACEMENT

• Movie being SHOT in one place but representing (SET) somewhere else entirely

• e.g. Philippines as Vietnam in Platoon• New Zealand as Japan in The Last Samurai• Romania as South Carolina in Cold Mountain

Complessità

• Il fenomeno per il quale una città viene spacciata per un’altra sullo schermo è chiamato “license plating”, dallo “scambio di targhe” automobilistiche.

• Le città simbolicamente più forti sono generalmente ricercate proprio per la loro riconoscibilità e sono pertanto definibili “città protagoniste”. Le città meno connotate e più polivalenti possono essere definite “città controfigura”.

Complessità

• A sfruttare lo schermo come cassa di risonanza possono essere, come abbiamo visto, i luoghi reali in cui i film sono girati (SHOT), ma anche i luoghi in cui i film sono ambientati (SET) o ai quali la storia si richiama attraverso le tematiche o la tradizione.

Complessità

• Saving Private Ryan (1998):FILMED largely in IRELAND but gave a BOOST to tourism in the NORMANDY region of FRANCE

• Braveheart : Much of Braveheart was filmed in Ireland though tourists indicated that they went to Scotland to visit places depicted in the film

• IT IS NOT THE OBJECTIVE REALITY OF THE PLACE BUT THE MEANING IT REPRESENTS THAT TRANSFORMS PLACES DEPICTED IN MOVIES TO SYMBOLICALLY MEANINGFUL TOURIST ATTRACIONS

Complessità

• Destinazione cineturistica: SOCIALLY CONSTRUCTED DESTINATION

• Real place settings can be confused with-& even less important to tourists than-imagined ones

• Some tourists are not attracted to experience the reality of the place but to consume a MYTHOLOGY (Schofield, 1996)

Complessità

• Conversely, fans of CULT film & tv (e.g. Twin Peaks) tend to undertake inordinate amount of research to seek out PRECISE film locations, some of which may be “underground”, i.e., not promoted or commercialised (Hills, 2000)

Piantina TP 1

Piantina TP2

Legenda TP

TP topography

• The Topography of Twin Peaks:A Guided TourGeographically and thematically,fictionally and non-fictionally...

Complessità

• Mythology-based tourism: a case of displacement

• The branding of Northern Ireland as a tourist destination using C. S. Lewis’s The Chronicles of Narnia-The Lion, the Witch & the Wardrobe

Complessità

• C.S. Lewis-nato a Belfast (Irlanda del Nord)• Paesaggi nordirlandesi hanno ispirato l’autore

nella creazione dei paesaggi di Narnia• 2005: Queens University Belfast-Belfast City

Council-Northern Ireland Tourist Board (NITB) decisero di sfruttare l’uscita del primo episodio di Narnia per promuovere il turismo nell’Irlanda del Nord

Complessità

• Tali istituzioni decisero di promuovere il territorio nordirlandese come ispirazione dei paesaggi di Narnia

• Il primo film di Narnia, che generò tali azioni, fu, in realtà, girato, in Nuova Zelanda

• Caso di destination branding basato sul displacement

Complessità

• Strumenti operativi:• 1) Glossy hard-copy brochure about C. S.

Lewis, Narnia & the Northern Ireland scenery that inspired him. Booklet entitled Northern Ireland-The C.S. Lewis Story: Unlock Your Imagination

• 2) Similar information added to a special section of the NITB website (www.discovernorthernireland.com)

Complessità

• 3) Creation of a “C. S. Lewis trail” in Belfast covering some 9 different locations around the city:

• A) Little Lea-Lewis family home from 1905 until 1930

• B) Campbell College-attended by Lewis• C) Queen’s University-featuring a C. S. Lewis

Reading Room• D) The Linen Hall Library-home to a unique

collection of Lewis material

Complessità

• E) Belmont Tower-Gothic style building, home to a small exhibition about Lewis

• F) St. Mark’s Church - the Lewis family Church where C. S. Lewis was baptised and confirmed

• G) The Searcher- a Lewis inspired sculpture featuring the famous magical wardrobe

Complessità

• 4) A MAP featuring the trail trail and key landscape attractions such as:

• A) The Dunluce Castle, on the Antrim Coast, which is thought to be the inspiration for the Castle “Cair Paravel”, featured in the Narnia Stories

• B) Giant’s Causeway

• C) Mourne Mountains

Complessità

• 5) Adding to this form of promotion, editorial features have also appeared in such UK newspapers as The Guardian, The Sunday Express & The Independent, covering Northern Ireland’s link with Narnia

• Some headlines:• NARNIA’S MAGIC CITY (Belfast)• If you haven’t Narnia in your wardrobe, you just

might find it in Northern Ireland

Complessità

• Results of this campaign:Results of this campaign:• A) incredibly high return of investment for NITB A) incredibly high return of investment for NITB • B) Chain reaction-a Japanese film crew flew to B) Chain reaction-a Japanese film crew flew to

Nort. Irel. to make a documentary about C. S. Nort. Irel. to make a documentary about C. S. LewisLewis

• Narnia: lucrative tourism market that the NITB Narnia: lucrative tourism market that the NITB themselves could never hope to fundthemselves could never hope to fund

• Narnia operation: HIGH PROFILE MARKETINGNarnia operation: HIGH PROFILE MARKETING

Complessità

• The enduring appeal of films & movie-induced tourism is enhanced with the ever-increasing sales of movies on dvd for home viewing

• With the dvd release of the first Narnia dvd release of the first Narnia episode in April 2006episode in April 2006, to keep the movie-induced tourism interest going, NITB planned various intiatives

Complessità

• 1) Glossy insert about Northern Ireland tourism to go inside the cover of the dvd itself (THIS DID NOT TAKE PLACE!!!!!). If it had happened the marketing potential from this would have been enormous.

• Other initiatives come to fruition:• A) Visitors to the NITB website are being

encouraged to buy the first Narnia movie in dvd through the site & be entered into a competition to win a Narnia-inspired short break in Northern Ireland

Complessità

• B) NITB have also produced their own short dvd entitled Northern Ireland & the C. S. Lewis Story for distribution to tour operators & the tourist-going public.

• As the first Narnia movie has proven, MIT can work even for films made somewhere else. DISPLACEMENT!!

• Narnia was filmed in New Zealand, but Northern Ireland hopes to use it to gain a boost in tourism through this BRANDING OF ITSELF as the ORIGINAL NARNIA LANDSCAPE

Complessità

• Alcuni FILM-LANDMARKS fondano NUOVI SISTEMI TURISTICI

• Es. Braveheart-SCOZIA• Es. Il Signore degli Anelli (The Lord of the Rings-

LOTR)-Nuova Zelanda• LOTR linked with a national tourism campaign

developed side by side with the film project, forging connections between the Middle-Earth of the LOTR trilogy & the New Zealand of the present

Complessità

• LOTR project: basic project for a new kind of NEW ZEALAND NATIONAL IDENTITY

• IDENTIFICAZIONE FRA I LUOGHI REALI E I LUOGHI DEL FILM:

• Week before Christmas-The city of Wellington (Peter Jackson’s hometown) temporarily re-named “Middle-Earth”(this name temporarily honoured the premiere of the “Fellowship of the Rings”)

Complessità

• “Set against the spectacular & diverse New Zealand landscape, the LOTR trilogy has the potential to be a major tourist promotion & investment tool for years to come, by highlighting the country’s natural beauty & the creative talents of its people across a wide range of knowledge-based industries” (Prime Minister Helen Clark, also Minister for Arts, Culture & Heritage, 2001)

Complessità

• The New Zealand government launched funding packages to promote & assess positive spin-offs from the trilogy

• Most significant spin-off: tourism intensification• Spin-off benefits:• 1) Promoting New Zealand as a film location & investment in film

industry infrastructure• 2) The promotion of New Zealand-made films• 3) Media technology innovation• 4) Tourism promotion• 5) Attracting New Zealand talent to return home• 6)Profiling of New Zealand globally, particularly talent, creativity &

innovation

Complessità

• The LOTR trilogy has:

• A) created new Hollywood-New Zealand relationships

• B) given ICONIC STATUS to the New Zealand landscape

• C) shaped a new idea of national identity

Complessità

• Cinema & heritage tourism (FROST)

• Historic films (e.g. Braveheart): way to promote heritage tourism

• They may create attractive destination images & accordingly draw tourists to destinations (e. g. Visitation to Rome, particularly the Coliseum, increased after The Gladiator)

Complessità

• Historic filmsHistoric films may generate a specific type of tourism: heritage tourism, based on visiting historic sites. In these cases, tourists are responding to a destination image based on the heritage & historical associations of a place rather than its scenic attributes. Historic films may stimulate visitations to places that have little current visual relationship to what was viewed in the film

Complessità

• Authenticity: generally regarded as the highest importance for tourists interested in heritage.

Complessità

• Alternative heritage tourism in Manchester• TOUR HOLLYWOOD OF THE NORTH• Reconstruction of the city’s image in its

cinematographic past & present• URRY: The tourists’ experience of the world is

through a series of FRAMED IMAGES:• 1) Brochures• 2) Car & coach windows• 3) Camera’s lens• 4) TV screen

Complessità

• FAULKNER:

• - Heritage of OBJECTS (objects, buildings, documents)- important historic records

• - Heritage of IDEAS-symbolic ideas

• Aspects of urban history can be transformed into new heritage tourism products in 2 ways:

Complessità

• 1) DIRECT WAY ( through preservation &/or enhancement)

• 2) INDIRECT WAY

• Manchester’s Hollywood of the North Tour: INDUSTRIAL HERITAGE PRODUCT

Complessità

• The TOUR ITINERARY includes:• -the site of the old Mancunian Studios in

Rusholme, now Manchester’s Indian community where billboard images of “Bollywood” overshadow the small plaque in Dickinson Rd. Which marks the Studios former location

• In this case the attraction is a HERITAGE OF IDEAS: symbolic value & a nostalgic representational quality

Complessità

• Manchester Hollywood of the North Tour:

• 60’ round trip coach experience of the city’s cinematographic heritage in a sequence of “framed images” a la Urry, followed by a film that was shot in the Manchester area, screened at the Cornerhouse Cinema

Complessità

In this tour, the formerly mundane buildings, streets & districts suddenly acquires interest, status & ambiance because of its role as a film location &/or its association with the famous.

Product’s strengths:

-low cost

Marketable all-year-round all-weather

Complessità

• Movies can also be used to focus and drive attention towards geographical areas or highlight lesser known regions

• Es. France used Chocolat to draw attention to Burgundy

Complessità

• A volte, una produzione cinetv può avere anche ricadute negative sul territorio di riferimento:

• A) creazione di una IMMAGINE INDESIDERATA• DEMARKETING

• BEETON (2001) • Negative imagery issues associated with movie-

induced tourism can have a detrimental effect on the development of a destination

Complessità

• B) Aumento dei prezzi sul territorio

• C) Inconvenienti logistici causati dalla insufficiente capacità di carico della località (es, aumento del traffico, diminuzione della privacy, congestione pedonale)

• D) Creazione di uno stile di turismo intrusivo che confligge con la tradizionale offerta turistica della destinazione (Beeton 2001)

Casi

• GOATHLAND-HEARTBEAT• Goathland: small town in North Yorkshire,

England• Goathland si trova in un parco nazionale e ha

una popolazione di circa 300 residenti• Goathland è il set del villaggio di AIDENSFIELD

nella serie televisiva inglese HEARTBEAT• La stazione e il treno storico di Goathland sono

stati usati in Harry Potter

Casi

• 2 different corporate approaches• 1) Heartbeat: creation of Yorkshire TV (YTV).• YTV regularly films in public & private areas of

the village

• 2) Harry Potter: motion picture. Creation of Warner Bros (WB)

• WB set up its filming base on private land which required no council or community approval

Casi

• 1) Heartbeat• When visiting Goathland where the main

Heartbeat sites are around the village centre, a visit to any of the shops immediately confirms the town as the site of Aidensfield, with a plethora of souvenirs & books on the topic. In addition, some establishments have chosen to double-brand themselves, such as the Goathland hotel, which retains some of the fictional Aidensfield Arms signage (Beeton 2001)

Casi

• La Yorkshire TV ha, infatti, permesso agli esercizi che appaiono nella serie di sfruttare commercialmente i riferimenti ad Heartbeat

Casi

• 2) Harry Potter

• No direct evidence of Harry Potter, even at the railway station (Hogwarts Station).

• Due to copyright restrictions imposed by WB, the community is not permitted to use the Harry Potter name in any commercial sense

Casi

• The difference illustrated in these two cases can be seen as a direct result of each company’s different future needs:

• Yorkshire TV needs to keep returning to Goathland to film, so it has a certain economic imperative to provide opportunities for the community, whereas WB has less need to return (Beeton 2001)

Casi

• Goathland & Heartbeat

• Goathland, fino al 1995, anno del lancio della serie TV, accoglieva circa 200.000 turisti all’anno. Da allora, il flusso turistico è cresciuto significativamente, attestandosi intorno al milione di presenze annuo

Casi

• www.visitgoathland.info• “Visit Goathland is the definitive guide

online to the beautiful village of Goathland located in the heart of the North Yorkshire Moors”

• “Goathland is known to millions as the setting of YTV series Heartbeat, one of the most successful drama programmes ever made on UK tv”

Casi

• “Goathland was chosen as the perfect setting for the YTV drama due to it being in such an isolated position in the North Yorkshire Moors”

• “Attracted by the tranquility & beauty of the surrounding North Yorkshire Moors & its timeless presence. Goathland is visited by thousands of people from all over the world every year”

Casi

• “If you have never visited Goathland then we hope that this website will inspire you to do so. If you have visited Goathland then we hope that the images & information will bring back some happy memories of your time in Goathland”

Casi

• Heartbeat• “TV recipe of nostalgia, good music &

stunning scenery”• Village of Aidensfield originally based on a

series of books written by local author Nicholas Rhea called The Constable Series. The books followed the day to day life of a rural policeman in the North Yorkshire Moors

Casi

• Goathland

• Although tourism is a long-standing phenomenon in Goathland, over the last few years its nature & impacts have altered in such a way as to cause considerable concern for the resident community

Casi

• MAIN CATHALYST FOR THIS CHANGE:• Goathland: FILMING LOCATION FOR THE

YTV SERIES HEARTBEAT (watched by around 16, 7 mill x epis.) which has:

• A) CAUSED A HUGE INCREASE IN TOURIST NUMBERS TO THE VILLAGE

• B) PROMOTED A SHIFT IN THE WAY THE LOCAL ENVIRONMENT IS CONSUMED BY THE VISITORS

Casi

• Tourism has challenged Goathland’s identity both as a lived space & as a “traditional” long-standing visitor attraction

• Beeton: places= assimilated into the “tourism system”, incorporated into PRODUCTS & treated almost like any other SALEABLE ITEM

• COMMODIFICATION OF PLACE• PLACE= COMMODITY

Casi

• Places: centres of spectacle & nostalgic displays as the ATTRACTIONS OF HERITAGE has gained popular currency.

• Idealised rural space have especially become centres of spectacle & tourist consumption. In many parts of rural England there has been a proliferation of themed tourist enclaves, perpetuating images of an English RURAL IDYLL full of notions of RURAL PEACE & TRANQUILITY

Casi

• This MYTH is supported & popularised in the Goathland case by productions such as Heartbeat

• Public & private tourist agencies capitalise on these production by branding North Yorkshire in general & the Goathland Area in particular as HEARTBEAT COUNTRY

Casi

• Place-product• Tourist-consumer• PLACE/PRODUCT RELATIONSHIP:• Guide books, brochures, maps are published to

implant the televised myth in the imagined cultural geography of the consumer

• IMAGINED/REAL: absorbed into each other to create a PACKAGED LANDSCAPE COMMODITY offering the promise for consumers to (re) live the rural community life depicted in the programmes themselves

Casi

• Extract from a tourist board brochure:

• “Heartbeat’s setting is true to the books (& the author still lives nearby). Aidensfield is real life Goathland home to the Aidensfield Arms & Heartbeat’s base camp.” (Yorkshire Tourist Board 1996)

• Real=imagined

• Idealised rural area

Casi

• Goathland

• At the village centre there is only one general store, a post office, a gift shop & a tea room, but in & around Goathland there can be found more than a dozen tourist accomodation establishments, ranging from hotels to bed & breakfast houses.

Casi

• An icon is the North Yorkshire Moors Railway, established in 1971 as a private trust, which mainly carries tourists & enthusiasts by steam train from Pickering to Goathland & nearby villages.

• Many more people, indeed the majority, visit Goathland by car & by coach

• INCREASING STATUS OF GOATHLAND as a TOURIST ATTRACTION and it has become A VERY POPULAR PLACE FOR RETIRED PEOPLE TO SET UP HOME

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Identification Goathland/AidensfieldPERMANENT EVIDENCE OF GOATHLAND AS A

FILM SET FOR AIDENSFIELD

e. g.The Goathland Garage bears the sign Mostyn’s Garage as it does when used as a prop & displays 1960s vehicles as well as the policeman’s motorbike from the series in the forecourt. It is still a working garage but mixes this function with its symbolic value as a tourist attraction

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• The shop Aidensfield Store is left as it is when filmed & makes its living from selling Heartbeat souvenirs

• The Goathland Hotel is the Aidensfield Arms in Heartbeat (all it takes is a quick exchange of sign to ensure this)

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• The filming of Heartbeat has brought a massive increase in visitor numbers to Goathland, changing in recent years to a point where this country village life is in danger of being overwhelmed

• Heartbeat tourists: in the vast majority DAY TRIPPERS

• A) don’t pay for the parking• B) bring their own food

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• They come by COACH• Coaches: disliked by Goathland residents• Heartbeat tourism impacts are felt mainly in the

centre of the village & a number of residents have changed the use of their houses: BACK ROOM-LIVING ROOM

• This allows them to symbolically reclaim Goathland as it was before filming, at least in their homes

• Residents are also worried about security, since crime has risen since the advent of Heartbeat

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• General symbolic contestation between two place identities:

• 1) Goathland: lived community & space for quiet rural appreciation

• 2) Aidensfield: set for TV production & subsequent space for mass tourism

• CLASH between authentic & imagined rural space

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• Visitors who go to Goathland by train don’t get off at Goathland because they are waiting for Aidensfield to come up

• The Heartbeat programme & the various advertisers sell the image of a rural idyll

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• SURVEY

• Visitors’ comments

• 1) things shared

• Strongly felt appreciation of the English countryside, contrasting with their own feelings on modern urban life

• Idea that a sense of community is stronger in the countryside

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• When visitors were asked if they would like to live in Goathland, responses were often partial & generally quite mixed bw the affirmative & the negative: TOURISM SEEN AS A PROBLEM

• “I wouldn’t like to live here myself. I wouldn’t mind being in a small village, but not particularly this village with thousands of tourists. It’s perhaps too commercialised, too touristy. It takes away the atmosphere that Heartbeat gives you of the place”

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• Goathland: village life could be OVERWHELMED by the presence of tourism

• Visitors saw the village & its surroundings as a PUBLIC GOOD as well as a place of private residents

• Yorkshire countryside: part of the British heritage (therefore PUBLIC)

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• But, at the same time, the visitors like the fact that Goathland is inhabited by local, real residents. It would lose most of its current appeal if it was empty of residents & ruthlessly turned into a Heartbeat theme park

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• Tobermory/ BALAMORY

• ISLE OF MULL (SCOTLAND)

• 2003: new phenomenon termed toddler tourism sparked by the popularity of a new pre-school children tv programme called BALAMORY, filmed in Tobermory (Isle of Mull)

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• As a consequence, the island witnessed a significant rise in tourism activity in 2003.

• The popularity of the programme has created a new spectacle for Mull, a new MUST-SEE DESTINATION for families with young children

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• Decision to film in Tobermory was strongly influenced by the town’s collection of brightly painted houses forming an ICONIC IMAGE for both the island & this part of Scotland

• The producer of Balamory considered Tobermory a ready-made set: the coloured houses form a central feature in each story & act as homes to the cast of characters

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• Neither are Tobermory or Mull mentioned on the programme or its credits, despite the preponderance of Scottish accents & imagery.

• Conversely, the BBC Balamory website pinpoints the location of Mull

• The programme launch was accompanied with a BBC marketing campaign, featuring children urging their parents to take them to Balamory

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• Mull launched Balamory web pages on its home page in Spring 2003

• Mull: island with

• -small population

• -limited accomodation capacity & infrastructure

• -high quality environment

• -plethora of conservation sites

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• In this context, an increase in tourism demand must be carefully managed in order to sustain the tourism industry, in a way that respects the integrity of the island community, economy & environment