El cine como factor creativo e innovador en la comunicación de los destinos turísticos.

Resumo

To Iwashita (2006:59) the representations and images of tourist destinations constructed through the popular media, such as film, television and literature, play an important role in influencing the decision making process when choosing the holiday destination. They can promote, confirm and reinforce in particular images, opinions and identities of the destinations in a very powerful. Therefore, the media play a prominent role in building the image of tourist destinations. In other words, how the target is represented in films and television series, can have an enormous influence throughout all the world by helping to perpetuate a particular image and vision of the country. As a result, various tourist destinations like London, New York and Australia began, at the end of last century, to include within its strategic plans for tourism, film like creative factor in the communication of the destination. Today, a growing number of public and private organizations exploit the potential benefits of this innovative promotional tool. Within our borders, Andalucía and Barcelona have positioned their destinations through major feature films as Alatriste (Agustín Díaz Yanes, 2006), El camino de los ingleses (Antonio Banderas, 2006), El corazón de la tierra (Cuadri Antonio, 2007) for the first case, and Vicky, Cristina, Barcelona (Woody Allen, 2008), Todo sobre mi madre (Pedro Almodóvar, 1999), Salvador (Manuel Huerga, 2006); El perfume (Tom Tykwer, 2006); El albergue español (Cédric Klapisch, 2002), Manuale d'amore (Giovanni Veronesi, 2007), for the second. Out of them, they use the film as a promotional tool, including Bruges, New Zealand, Scotland, Ireland, Japan, and Baja California.