Film tourism and the lead actor: an exploratory study of the influence on destination image and branding

The literature relating to film tourism has grown significantly over the last decade. Studies examine the influence of particular movies or television programmes from perspectives of the visitor, the resident, and businesses. Even genres have been examined to some extent. However, there does not appear to be any research on the impact of named actors or actresses. This study looks at the influence of Kivanc, Tatlitug. on perceptions of Turkey, especially on Istanbul. The sample was derived from individuals of Middle Eastern ethnic heritage living in California. All were aware of the particular actor and all associated him with the city of Istanbul. His artistic output has become very popular in the Arab world and led to an increase in visitor numbers to Turkey as a result. His appearances constitute one of the forms of destination image creation, and marketers could utilize him as an imprimatur in promotion of the country.