Film Tourism as a Promoter of Tourism Development in Korca Region
Film Tourism as a Promoter of Tourism Development in Korca Region

Author(s): Alma Zhilla
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism; Destination; Film tourism; Sustainable tourism; Personalised experience
Summary/Abstract: Given that it may create jobs and revenue, tourism is being mentioned more and more as a means of stimulating the economy. So, considering this systemic view of tourism and the current state of the economy, tourism-related phenomena become increasingly important in this globalizing world. In order to grow as a tourism destination, places must stand out in a competitive market. Referring to this, Albania is a destination that in recent years has seen a rapid increase in tourism and income. One of the most frequented destinations is Korca Region, but the development of tourism in this destination must be extended throughout the year and be sustainable. This paper intends to analyse whether the implementation of a new form of tourism in Korca Region will be effective in raising sustainable visitor numbers and year-round tourism. A new emerging trend within modern tourism has been dubbed film-induced tourism. Film tourism is a personalized experience that is heavily dependent on the viewer’s emotional reactivity, personality, and background (cultural and ethnic), making each visitor’s experience unique. This presents a hurdle when it comes to assessing and measuring the industry. This study attempts to define film-induced tourism, as well as to explore the relationship between films and tourism in the Korce Region. The article looks at the general understanding of the phrase under investigation as well as the present tourism profile of the Korca Region. Moreover, we must highlight, that consumer behavior and motivation play a special role in choosing a travel destination, analyzing these to understand tourists’ motivations. An online questionnaire was used to conduct a mixed-method study with 70 participants. Five of those participants were contacted to conduct semi-structured interviews. We may therefore conclude that film tourism has a good effect on a location and, by utilizing contemporary technologies, offers passengers novel experiences. It also stimulates local tourism, revitalizes depopulating regions, and strengthens a nation’s economy.

• Details
• Contents