SF-FILMVILLAGE AS A MOVIE TOURISM DESTINATION-A CASE STUDY OF MOVIE TOURIST PUSH MOTIVATIONS

The purpose of this case study is to identify and gain knowledge about movie-induced tourism push motivations of SF-Filmvillage visitors (SF as Suomen Filmiteollisuus Oy). Thirty motivational statements used in the study were reduced with principal component analysis into four underlying themes: Control, Novelty, Relaxation, and Nostalgia. Using hierarchical and K-means cluster analyses, the respondents were segmented by found motivational themes into five groups: Controllers, Indifferent, Nostalgia, Comfort Seekers, and Novelty Seekers. The article brings forth new empirical evidence related to Macionis' (2004) Continuum of Film-Induced Motivation model as results implicate that control, novelty, relaxation, and nostalgia could be motivational push forces for general and specific movie-induced tourists.