Document Type : Article extracted From phd dissertation
Authors
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Extended Abstract
Introduction
Placement of destinations in films creates a positive mental image of destinations, differences in tourism destinations between competitors, and long-term interest. It is based on the idea that films encourage the potential market to visit by introducing viewers to the destination as a commodity. So far, no significant research has been done in Iran on exploiting the capacity of films and serials in promoting tourism. In the absence of strong theoretical support for the basic principles and concepts of film tourism, marketing activities and factors affecting its success and Iran's readiness to implement this important; scientific and methodical research on this tourism is necessary and can pave the way for further research and be useful as a reference and support for action. In line with this necessity, in the present study, the main question of the research is raised:
-What effect does the consumption of art films have on the development of cultural tourism capacities in Tehran?
Methodology
The present study is part of applied and descriptive-analytical in terms of purpose and method, respectively. Also, a questionnaire was used to collect information, which was designed using a five-point Likert scale. The statistical population of this study included all tourists entering Tehran in 2020-2021, and the statistical population was 384 tourists based on Cochran's method. And sampling method was done randomly. Also, to measure the research variables, questionnaires on the consumption of feature films and the development of cultural tourism infrastructure were used. Indicators of research questionnaires were obtained from related studies and research backgrounds, and then, it was localized based on the research conditions and the studied city. Confirmatory factor analysis was exerted to assess the validity and reliability of the research model and response to hypotheses. AMOS software program was applied to model the structural equations.
Results and discussion
Consumption of art films has a significant effect on the development of cultural tourism capacities in Tehran. The path coefficient is 0.56, and the value of the obtained T statistic equals 3.71, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of art films significantly affects the development of cultural tourism's cultural and social capacity in Tehran. The path coefficient is 0.41, and the value of the obtained T statistic equals 4.89, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. The consumption of feature films has a significant effect on the development of the infrastructure capacity of cultural tourism in Tehran, the path coefficient is 0.38, and the value of the obtained T statistic equals 3.55, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran, the path coefficient (0.44) has been estimated, and the value of the obtained T statistic is equal to 3.25, which is greater than 1.96; therefore, this coefficient is a significant path and the research hypothesis is confirmed, and it can be said that the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran.
Conclusion
Consumption of art films among tourists and its positive effect can help develop cultural tourism capacities in Tehran while improving Tehran's social and cultural, infrastructural, and institutional capacity as an urban tourism destination. Based on this, it can be said that the relationship between cinema and tourism is a two-way relationship, and on the one hand, cinema can be one of the essential tools in introducing tourist places and attractions. Paying attention to the production of art and cinema films to brand urban tourism based on the cultural elements of this city can attract more tourists while developing and building capacity in the field of tourism. The results of testing the second hypothesis of the research showed that the consumption of feature films has a significant effect on the development of cultural and social capacity of cultural tourism in Tehran. Such a result is probably due to the fact that by consuming feature films in which the cultural and social elements of the destinations are highlighted, incoming tourists are also informed of the cultural lines and values of the destinations before visiting the destinations, and as a result, they behave more consistently, and also, residents are self-aware of the cultural aspects and capacities of the city where they live, and as a result, there will be more coordination among the stakeholders in introducing the city as a tourist destination. The results of testing the third hypothesis of the research showed that the consumption of art films has a significant effect on the development of infrastructure capacity of cultural tourism in Tehran, and therefore with the production of art and cinema films, tourist cities will have more possibility of providing local and inside attractions. The results of testing the fourth hypothesis showed that the consumption of art films significantly affects the development of the institutional capacity of cultural tourism in Tehran. Therefore, by promoting art and cinema films and holding events based on feature films, cultural tourism capacities in urban destinations have increased at both organizational and individual levels. With the improvement of the institutional capacity of cultural destinations, the destinations will also expand.
Keywords
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