Screen to Scene: Drama's Multifaceted Contribution to Tourism Development and Destination Marketing
DOI:
https://doi.org/10.63924/jqncr.v1i1.245Keywords:
Tourism Development, Film, Tourism, Drama, Destination MarketingAbstract
The global tourism industry is increasingly influenced by media, with drama (films and television shows) serving as a significant catalyst affecting destination perception and tourist behavior. This study fulfills the necessity for an exhaustive synthesis of current literature by doing a narrative review to examine the role of theater in the tourism sector. The study sought to identify, classify, and elucidate the various mechanisms by which dramatic portrayals of locations affect travel interest, visitor motivation, and destination development. A systematic search technique was implemented across academic databases such as Scopus, Web of Science, and Google Scholar, succeeded by thorough screening, comprehensive full-text review, and thematic analysis of pertinent scholarly publications. Significant studies indicate that drama directly enhances visitor attendance, motivated by a yearning for authentic engagement in fictitious realms. Moreover, drama plays a crucial role in destination branding and image enhancement, promotes cultural comprehension and appreciation, and encourages the development and diversification of creative tourism products. These effects are consistently supported by cohesive narratives, striking cinematography, genuine cultural depiction, and profound emotional impact. This study posits that drama serves as a significant "narrative conduit" affecting travel motivation, recommending the incorporation of mediated experiences into forthcoming tourism frameworks. It provides practical insights for tourism organizations to strategically incorporate drama into marketing, helps destination marketers in content production, and promotes cross-sector collaboration for sustainable tourism growth.
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