Film Tourism as a Promoter of Tourism Development in Korca Region

Alma Zhilla – Department of Marketing – Tourism, Economy Faculty of Fan .S.Noli University ,7001, Rilindasi Boulevard 11, Korca, Albania

Abstract: Given that it may create jobs and revenue, tourism is being men­tioned more and more as a means of stimulating the economy. So, consider­ing this systemic view of tourism and the current state of the economy, tour­ism-related phenomena become increasingly important in this globalizing world. In order to grow as a tourism destination, places must stand out in a competitive market. Referring to this, Albania is a destination that in re­cent years has seen a rapid increase in tourism and income. One of the most frequented destinations is Korca Region, but the development of tourism in this destination must be extended throughout the year and be sustainable. This paper intends to analyse whether the implementation of a new form of tourism in Korca Region will be effective in raising sustainable visitor num­bers and year-round tourism. A new emerging trend within modern tourism has been dubbed film-induced tourism. Film tourism is a personalized expe­rience that is heavily dependent on the viewer’s emotional reactivity, per­sonality, and background (cultural and ethnic), making each visitor’s experi­ence unique. This presents a hurdle when it comes to assessing and measur­ing the industry. This study attempts to define film-induced tourism, as well as to explore the relationship between films and tourism in the Korce Region. The article looks at the general understanding of the phrase under investi­gation as well as the present tourism profile of the Korca Region. Moreover, we must highlight, that consumer behavior and motivation play a special role in choosing a travel destination, analyzing these to understand tourists’ motivations. An online questionnaire was used to conduct a mixed-method study with 70 participants. Five of those participants were contacted to con­duct semi-structured interviews. We may therefore conclude that film tour­ism has a good effect on a location and, by utilizing contemporary technol­ogies, offers passengers novel experiences. It also stimulates local tourism, revitalizes depopulating regions, and strengthens a nation’s economy.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Conference Proceedings published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Conference Proceedings: ISBN 978-86-80194-78-3, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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