Film Tourism as A Determinant of Perceiving Destinations: An Empirical Identification of Pull and Push Strategy

Film tourism has a crucial role in perceiving destinations and affecting tourist’s travel motivation which is considered the target of all destinations seeking for competitiveness and uniqueness. Featuring destination attributes through television, video and cinema screen had witnessed a great spread in the recent decades under the umbrella of film tourism. The purpose of this study is to clarify the importance of film tourism in perceiving destinations and affecting tourist’s travel behavior to a destination. An empirical identification of a pull and push strategy has been adopted to determinate factors which affect tourist’s travel perception and awareness. The study adopted a quantitative analysis of 250 questionnaires which have been distributed through online and on-site methods between tourists from various nationalities to recognize factors that affect their perception about Egypt. Results of questionnaires’ analysis indicated a high correlation between T.V. films and movies, recommendations from family and friends, celebrities, archeological channels and online websites in perceiving the Egyptian destination. This study proposes a framework for clarifying the effect of film tourism in perceiving a destination. It identifies three stages that contribute to the effectiveness of film tourism in perceiving the Egyptian destination ;1. The first stage: before transmitting T.V. film, 2.the second stage: during the transmission and 3. the third stage: after the transmission.