Film Industry in the Function of Destination Branding

Abstract

The subject of this paper is the influence of the film industry on destination branding, where we imply the creation of a positive image and economic aspect. The paper points out the growing influence of the film industry as an attractive marketing tool, which increases the recognizability and image of the destination, which results in a significant increase in the number of tourists. Film tourism offers destinations the opportunity to generate significant incremental revenues, tourist visits and economic development, thriving where traditional marketing efforts cannot or yield poor results.