La trama y las imágenes en el cine como promoción turística de un destinoevaluación del caso "Vicky, Cristina, Barcelona"

Resumo

Cinema is a powerful information and communication tool that allows the valorization of the territorial resources that public bodies wish to sell as tourist attractions. For this reason, more and more international tourist destinations are using this promotional tool through strategic positioning into the fi lms. The present study shows a causal analysis of commercial activities of Barcelona as a destination in the fi lm Vicky, Cristina, Barcelona (Woody Allen, 2008) and its impact on the fi lm audience. The results show that the cinema has the power to build or redirect multidimensional personal imagery potential tourists have about destinations, being important to determine the icons, local resources, landscapes, places, among others, that appear on the big screen. It is also identifi ed the main reasons for watching a movie the degree of knowledge of both, the promotion and the fi lm tourist product, and the reasons for using this innovative tourist typology.