Film tourism as a cultural factor in promoting of the territory.

Abstract

The article contains the reasoning for the relevance of promoting of the territory through such a tool as film tourism. Based on the theory of archetypes by K. G. Jung and on the approach of S. Anholt, the authors substantiate the relevance of the application of film tourism in the branding of the Sverdlovsk region and Yekaterinburg. The authors used the following methods of collecting and analyzing information: case analysis, included observation, document analysis, and survey. Based on the experience of New Zealand, the tools for promoting of this territory are identified after the filming of the world-famous films “The Lord of the Rings” and “The Hobbit”: media communications, Internet communications, advertising campaigns, development of the tourism industry, work with hubs, use of scenery and infrastructure for filming, design of the urban environment, new urban practices, exhibition activities and others. The experience of New Zealand is valuable for analyzing the use of technology to promote the territory using film tourism. The results of an online survey (2023) of Yekaterinburg residents towards film tourism (N=145) were analyzed and they showed that the majority of respondents (75.2%) are interested in it. The article offers a list of the weekend tours routes in Yekaterinburg and its surroundings towards the visiting of the filming locations. The authors highlighted the problems of organizing film tourism in the Sverdlovsk region: undeveloped transport and hospitality infrastructure, lack of companies involved in the organization of film tourism, lack of awareness of potential tourists about the available routes.