Film tourism in New Zealand: The Hobbiton Movie Set as reverse strategy
DOI:
https://doi.org/10.25145/j.pasos.2022.20.068Keywords:
Tourism, advertising, transmedia, narrative, marketing, CommunicationAbstract
This paper is an exploration of film tourism in New Zealand through the development of a fictional enclave. It is research that shows how an audiovisual element is transferred to the real world. The study is structured following the advertising technique of reverse product placement with one of its most relevant cases: the Hobbiton Movie Set. Thus, a phased exploratory-descriptive methodology was used. First, a bibliographic analysis of the State of the Art was addressed. Then Tayla Roa, the event coordinator in the enclave, was interviewed to learn about the processes involved. Lastly, a qualitative analysis of the case was carried out where the previous results were crossed to give an overview of the dimensions of this tool. In conclusion, the possibilities of a tourist development from fiction are observed where a transmedia narrative experience is capable of conquering visitors from all over the planet.
Downloads
References
Abd Rahman, N., Dawam, Z. A., & Chan, J. K. L. (2019). The Characteristics of Film Products to Induce Tourism. Journal of Tourism, Hospitality and Environment Management, 4(16), 84-99
Benjamin, W. (2003). La obra de arte en la época de su reproducción técnica. México, D. F.: Editorial Ítaca.
Bertrand Zárate, P. X. (2012). Una Escala de Actitudes Hacia el Placement Inverso: Exploración de las Dimensiones a Incorporar [tesis pregado]. Chile: Universidad de Chile.
Buchmann, A. y Frost, W. (2011). Wizards everywhere? Film tourism and the imagining of national identity in New Zealand. En E. Frew y L. White (Coords.), Tourism and National Identities: An International Perspective (pp. 52-64). New York: Routledge.
Cascajosa Virino, C. (2018). Las series de televisión españolas ante la llegada de los servicios VOD (2015-2017). El profesional de la información, 27(6), 1303-1312
Castillo Palacio, M. y Castaño Molina, V. (2015). La promoción turística a través de técnicas tradicionales y nuevas. Una revisión de 2009 a 2014. Estudios y perspectivas en turismo, 24(3), 755-775
Centeno Martín, M. P. (2017). Del viaje del turista al viaje del héroe. Mímesis cinematográfica del discurso turístico japonés sobre España: el caso de Andarushia (2011). Mirai. Estudios Japoneses, 1, 93-112
Del Rey Reguillo, A. (2007). Cine, imaginario y turismo: Estrategias de seducción. Valencia: Tirant lo Blanch.
Edery, D. (2006). Reverse product placement in Virtual Worlds. Hardvard Bussiness Review, 84(12), 24.
Góngora Díaz, G. y Lavilla Muñoz, D. (2020). Los nuevos hábitos de consumo audiovisual presentes en la era del usuario interactivo. En Figuereo Benítez, J.C. (Ed.), Estudios multidisciplinarios en comunicación audiovisual, interactividad y marca en la red (pp. 79-95). Sevilla: Egregius.
González Conde, A.; Araújo Vila, N. y Rodríguez Campo, L. (2015). Turismo cinematográfico: la conquista online de nuevos mercados. Rotur: revista de ocio y turismo, 9, 17-34
Gutnik, L., Huan, T., Lin, J. B., Schmidt, T. (2007). New trends in product placement [trabajo no editado]. Berkeley: Universidad de California. Recuperado en: http://people.ischool.berkeley.edu/~hal/Courses/StratTech09/Tech/Preso/D-placement.doc
Hosea, M. (2007). Reverse product placement: fantasy brands on a reality check. Brand Strategy, 05/2007, 25-29.
Jenkins, H. (2008). Convergence culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós Ibérica.
Jenkins, H. (2013). Fans, blogueros y videojuegos. La cultura de la colaboración. Barcelona: Paidós Ibérica.
La Vanguardia (2012). Nueva Zelanda se prepara para el 'Turismo-Hobbit'. La Vanguardia. Recuperado en: https://www.lavanguardia.com/viajes/20121019/54353232284/nueva-zelanda-se-prepara-para-turismo-hobbit.html
Martí Parreño, J. (2010). Funny marketing. Consumidores, entretenimiento y comunicaciones de marketing en la era del branded entertainment. Valencia: Wolters Kluwer España.
Moses Peaslee, R. (2010). The man from New Line knocked on the door’: Tourism, media power, and Hobbiton/Matamata as boundaried space. Tourist Studies, 10(1), 57-73.
Muzellec, L., Kanitz, C. y Lynn T. (2013). Fancy a coffee with Friends in ‘Central Perk’? Reverse product placement, fictional brands and purchase intention. International Journal of advertising, 32(3), 399–417.
Patwardhan, H. y Patwardhan, P. (2016). When fiction becomes fact: effect of reverse product placement on consumer attitudes. Journal of promotion management, 22(3), 349-369.
Pinchefsky, C. (2012). The Impact (Economic and Otherwise) of Lord of the Rings/The Hobbit on New Zealand. Forbes. Recuperado en: https://www.forbes.com/sites/carolpinchefsky/2012/12/14/the-impact-economic-and-otherwise-of-lord-of-the-ringsthe-hobbit-on-new-zealand/#73a048f531b6
Pineda, A., Pérez de Algaba Chicano, C. y Hernández-Santaolalla, V. (2013). La ficción como publicidad: análisis semiótico-narrativo del ‘corporate advertainment’. Área Abierta. Revista de comunicación audiovisual y publicitaria, 3(3), 67-91.
Rodríguez Campo, L.; Fraiz Brea, J. A. y Alén González, M. E. (2014). El turismo cinematográfico como tipología emergente del turismo cultural. Pasos: Revista de Turismo y Patrimonio Cultural, 12(1), 159-171
Ruiz Fernández, R. (2019). Cine, ciudad, turismo: de playtime a terramotourism. Collectivus: revista de ciencias sociales, 5(1), 70-91
Scolari, C. A. (2013). Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto.hj
Singh, K. y Best, G. (2004). Film-Induced Tourism: Motivations of Visitors to the Hobbiton Movie Set as Featured in The Lord Of The Rings. International tourism and media conference proceedings, 24, 98-111.
Subires Mancera, M. P. y Vera Balanza, M. T. (2012). Cinéfilos del siglo XXI. De receptores, aficionados y fans... y otros roles en la era de la web 2.0. Icono14, 10(1), 8-24.
Tantau, K. (2019). Hobbiton applies to increase tourist numbers despite infrastructure cracks. Stuff. Recuperado en: https://www.stuff.co.nz/national/109821647/hobbiton-applies-to-increase-tourist-numbers-despite-infrastructure-cracks
Veblen, T. (2014). Teoría de la clase ociosa. Madrid: Alianza Editorial.
Villaplana-Ruiz, V. (2016). Tendencias discursivas: cine colaborativo, comunicación social y prácticas de participación en Internet. AdComunica: revista científica de estrategias, tendencias e innovación en comunicación, 12, 109-126.
Wasserman, T. (2007). Forward thinkers push reverse product placement. Brandweek, 48(5), 2-3.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Víctor Álvarez Rodríguez
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I confirm that the work is original (of my/our authorship), and that it will not be submitted to other journals or publications until the final resolution of the review process in PASOS, RTPC.
I authorize the publication of my work by PASOS, PSTN of free and open access in any of the formats that I deem appropriate, for an indefinite period of time and as a non-remunerated collaboration.
Likewise, the author(s) understands that the published work may be linked or deposited on any server or included in other publications (republication), provided that the new place and/or new edition references the original publication and acknowledges the authorship and copyright ownership of PASOS RTPC publications.
Authors understand that a plagiarism-self-plagiarism check will be performed, and the article may be removed at any time from the editorial flow.
