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Destination Marketing Symposium

Date: Wednesday 14 February 2018
Time: 02.00 PM to 05.00 PM
Venue: Charles Street Building, Room 12.0.06

Announcing the fifth Sheffield Business School Destination Marketing Symposium  - Film and Television Tourism: Moving Images, Moving People, Moving Experiences

The annual Destination Marketing Symposia* held at Sheffield Hallam are intended to unite theory and practice in destination marketing, and are free events aimed at students, academics and practitioners. This year’s symposium is held in memory of Dr John Heeley and his outstanding contribution to destination marketing. It examines the relationship between moving images of destinations (as seen through film, television, video/DVD/Blu-Ray and digital media) and tourist visitation. Film tourism, as this phenomenon is generally referred to, is now recognised as a major growth sector and a driver of tourism development, not least because it has significant potential for economic impact and for product differentiation. While films are available to view on an increasingly diverse range of devices, it is the effect on tourism through strong place images and the marketability of destinations, rather than the mode of viewing/form of image transmission, which continues to be of interest from a tourism perspective. The evidence for destination images being shaped through vicarious consumption of cinematic and televisual narratives relating to a wide range of genres, and for hyperreal tourism experiences at destinations following exposure, is compelling. Nevertheless, despite a growing number of film tourism studies, further research on the mechanisms which drive visitation, on visitor experiences and on localised impacts, would inform a more strategic and sustainable approach to film tourism.

Film tourism encompasses a number of activities including visits to real or substitute locations portrayed in film/television programmes, visits to studio sets or specific film/TV theme parks and themed attractions, visits to locations where filming is taking place, visits to film festivals, and participation in organised tours of film locations and homes of celebrities.  A substantial industry has developed around the opportunities presented by film tourism, and destination marketers have effectively promoted film linkages both independently and through joint initiatives between destination marketing organisations (DMOs) and film companies, including the development of dedicated film promotion agencies to secure both lucrative film contracts and the longer term benefits of favourable destination image projection. Therefore, despite representing a relatively niche element of tourism activity, there has been a significant increase in local authority, DMO and film production/promotion agency interest in film and film tourism initiatives in global terms, most notably in the UK, USA, Korea, Australia and New Zealand. This development is likely to continue, although it's unclear within the context of rapidly changing technology whether the mode of viewing will impact on visitor attachment to places through the lens of film and television.   

The 2018 symposium will examine film tourism from academic, film promotion organisation, and DMO perspectives to explore the characteristics, dimensions and importance of the phenomenon. Colleagues from the University of Central Lancashire (UCLAN) will provide the view from academia, while the industry perspective is presented by leading executives who, drawing on their experience, will provide unique insights into the practice of promoting destinations both for film and through film. Students, academics and practitioners are welcome to attend, and places - allocated on a first come, first served basis - are free.  Please reserve your place here!

* The annual symposium was awarded the 2015 ATHE (Association for Tourism in Higher Education) 'Making the Case' Award for a Teaching Project, which is sponsored by VisitEngland


14.00-14.10:  'Welcome and Introduction', Peter Schofield, Professor of Tourism and Services Management, Sheffield Business School.

14.10-14.45: 'Film Tourism: An Academic Perspective', Paul Fallon and David Jarrett, University of Central Lancashire.

14.45-15.20: 'Tourism and Film Agencies in Catalonia: Examples of Collaboration', Carlota Guerrero, Manager, Catalonia Film Commission.


15.20-15.55: 'Through the Lens of Screen Tourism', Cecelia Adjei, Brand Partnership Manager, VisitBritain.

15.55-16.30: Questions from the audience and closing comments.

16.30-17.00: Coffee and networking.


Carlota Guerrero is the manager of the Catalunya Film Commission (CFC) since its creation in 2007. CFC is a service run by the Department of Culture of the Government of Catalonia to promote and facilitate film shoots throughout the territory. As manager of the Catalunya Film Commission, she has assisted numerous international productions shot in Catalonia. Game of Thrones (David Benioff, D.B. Weiss), Jojo’s Bizarre Adventures: Diamond is Unbreakable (Takashi Miike), Summer 1993 (Carla Simón) or The Legend of the Blue Sea (Jin Hyuk) are but a few examples of successful collaborations with tourism agencies. Ms. Guerrero holds a bachelor’s degree in Journalism and in English Language and Literature. She has worked in production and audiovisual management both for private and public companies.

Cecelia Adjei manages the non-commercial partnerships activity across areas of film & tv, sport, fashion, food and music at VisitBritain, the national tourism agency for Britain. Managing VisitBritain’s portfolio of brand partnerships includes developing strategies for campaign delivery and leading on developing compelling international marketing campaigns to encourage tourism visitors to Britain. VisitBritain uses recognised titles and characters to build fully integrated campaigns. Cecelia has worked on exciting screen tourism partnerships, including: Kingsman: The Golden Circle, King Arthur: Legend of the Sword, BFG, Spectre, Paddington Bear, Minions, Victoria, and Downton Abbey.

David Jarrett is Senior Lecturer and Course Leader in Tourism, Hospitality and Event Management at the University of Central Lancashire.  He teaches at all levels across these subject areas, from first year undergraduate to PhD. His research interests include sense of place, visitor motivation and more recently, traditional seaside resort tourism.

Paul Fallon is Senior Lecturer in Tourism, Hospitality and Events at the University of Central Lancashire. Prior to this, he lectured at Sheffield Hallam University, the University of Wolverhampton and the University of Salford. During his time at Hallam, he co-ordinated the annual Destination Marketing Symposia with Dr John Heeley, who sadly passed away in 2017; their collaboration was awarded the 2015 ATHE ‘Making the Case’ Award for a Teaching Project.

Peter Schofield is Professor of Tourism and Services Management at Sheffield Hallam University. His main research and consultancy interests are in destination and events marketing, consumer behaviour, and service failure recovery. His work has informed government, DMO and hotel management decision making in relation to tourism development, destination marketing and customer services. He was educated at universities in Manchester and New York, and is a founder member of the International Academy of Culture, Tourism and Hospitality Research. Peter has published extensively in, and reviewed for, a range of international journals. Before entering academia, he worked as an operations manager at San Diego and Manchester airports.

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