A theoretical examination of film induced tourism in Ireland

1. A theoretical examination of film induced tourism in Ireland Dr Noëlle O'Connor, Senior Lecturer in Tourism and Hospitality, Limerick Institute of Technology.

2. International Film Industry

3. International Film Industry

4. Focus of Previous Research 1 • The film tourist experience - Buchmann, Moore, and Fisher, 2010; Connell and Meyer, 2009; Roesch, 2009; Kim and O’Connor, 2010, 2011. • The impacts of film induced tourism on host communities -Beeton, 2005; Connell, 2005; Croy, 2011; Mordue, 2001, 2009; O’Connor and Flanagan, 2001, 2002. • Diaspora community and identity - Bandyopadhyay, 2008; Butler, 2011. • Film tourism and sustainabilitye.g. Butler, 2011; Heitmann, 2010; O’Connor, Bolan and Crossan, 2006, 2008; Wearing, Buchmann and Jobbens, 2011. • Film tourism and destination marketing activities - O’Connor, Flanagan and Gilbert 2009, 2010; Hudson and Ritchie, 2006.

5. Lord of the Rings and Air New Zealand

6. Focus of Previous Research 2 • Movie Maps - O’Connorand Pratt, 2008. • The effects of filmed output on destination image- Kim and Richardson, 2003; • Film tourism in non-Western and non-English linguistic and cultural settings - Kim, Long, and Robinson 2009; Ryan, Zhang, Gu, and Ling, 2009. • Travel preference and destination choice - Iwashita, 2006. • Visitation increases at locations of selected films and television programmes - Riley and Van Doren, 1992; Tooke and Baker, 1996. • Innovative research approaches in film tourism destinations - O’Connor, Flanagan and Gilbert, 2009. • The motivations of the film tourist - Macionis and Sparks, 2009; Singh and Best, 2004; Bolan, Boyd and Bell, 2011.

7. UK Film Industry

8. Ireland and Film Tourism

9. IRELAND AND THE FILM INDUCED TOURISM phenomenon • The Lad from Old Ireland (1910) - The first film shot in Ireland • Ireland is a popular location for filming (tax-breaks). • Ireland’s quality of culture, natural beauty, history and heritage – differentiation. • 1980s/1990s - Irish film industry began to evolve into a competitive film and television production location; • Braveheart (1995), • Father Ted (1995-1998), • My Left Foot (1989), • Saving Private Ryan (1998), • The Crying Game (1992), • The Tudors (2007-2010). • The growth of film induced tourism has particularly increased in Ireland over the past few years.

10. STAKEHOLDER INTEGRATION 1 • Lord of the Ring (2001-2003) - successful it has been in terms of attracting tourists and stakeholder integration. • Irish film and tourism stakeholders; • Department of Transport, Tourism and Sport (DTTS), • Irish Film Board (IFB), • Screen Producers Ireland, • Fáilte Ireland, • Regional Tourist Authorities and Shannon Development , • Irish Film Institute , • FAS Ireland, • Screen Training Ireland, • Wicklow Film Commission. • Section 481 of the Taxes Consolidation Act 1997 - encourages investment in Irish made films (O’Connor et al., 2008) . • Government support - DTTS provided funding of €21.8 million to the IFB, enabling 20 IFB backed feature films in 2009 (DAST, 2009; 11) • In the UK, the tourism and film stakeholders are working together (VisitBritain and UK Film Council).

11. STAKEHOLDER INTEGRATION 2 • Tourism Ireland - promoted Ireland through film and television. • Fáilte Ireland has found that many overseas visitors mention film as a motivating factor for visiting Ireland. • Some stakeholders do work together in Ireland as IFB and Tourism Ireland • Hudson and Ritchie (2006) - film commissions have an important role to play in the development of film tourism. • Collaborative campaigns - most powerful way to induce film tourists. • Stakeholders collaboration - provide effective outcomes and sustains growth of film induced tourism in Ireland (O’Connor and Bolan, 2010).

12. CONCLUDING THOUGHTS 1 • Film induced tourism may have many positive impacts - need for integrated planning and community involvement. • Need for co-operation between the film and tourism stakeholders is essential for the future of film induced tourism in Ireland. • Creating a positive insight to Ireland through film/tourism e.g. film festivals (San Francisco Irish Film Festival), • Tourism and film stakeholders can implement global integrated marketing campaigns (IFB, 2009). • Apparent growth of the film induced concept in Ireland (O’Connor and Bolan, 2010). • Stakeholders are taking steps to make the film induced concept more prominent, but much more needs to be done with regard the integration of film and tourism. • With the current economic recession in Ireland, government funding and incentives will be seriously affected. • It is imperative that the Irish film and tourism stakeholders strategically plan ahead to remain competitive.

13. CONCLUDING THOUGHTS • Government needs to take a more proactive role by implementing strategic planning..…maximise the positive….minimize the negative film induced impacts to make the industry sustainable. • Long term commitment and continuation of tax incentives is necessary to develop the industry in Ireland. • Closer collaboration between film and tourist stakeholders …maximise advertising and strengthen the film induced tourism brand. • Promote Ireland as a film induced tourism destination, a USP emerges has a definite market (O’Connor et al., 2008). • Irish film and tourism stakeholders should look to VisitBritain are trying to emulate their success where possible. • Increased dependence on film induced tourism in an area, can leave destinations over dependent on film tourism. • Films do not always attract huge amounts of visitors to a filming location, they may even destroy an areas reputation

14. http://www.youtube.com/watch?v=PfzZePxVR8o&playnext=1&list=PLCD3260A264F59157http://www.youtube.com/watch?v=PfzZePxVR8o&playnext=1&list=PLCD3260A264F59157

15. Dr. Noelle O’Connor, Limerick Institute of Technology noelle.oconnor@lit.ie Thank you! Any questions?