The effect of interpreted filmic signs on destination image through a consideration of semiotics

• Main Author: Thongrom, Pimpika
• Published: Oxford Brookes University 2013
• Subjects: 306.4819
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.616305

Various research studies have analysed the relationship between film and tourism and the effect of film on destinations and destination image. Destination managers are aware of the potential of film on destination awareness and promotion. Films can offer destinations a promotion viewed by millions in worldwide audiences in a short period of time. As film provides enhanced images through special effects and picture-perfect camera angles, as well as the effect of movie stars, it can be extremely powerful in creating and developing destination image, and potentially attracting people to visit a place. In semiotics, film is made of signs which are in different forms (visual, sound, lighting, the use of camera, and editing) in order to create meanings. However, whilst people see the same film, they may or may not make the meaning in the same way. This study attempts to use Peirce's semiotics theory in order to analyse the potential meanings of filmic signs (visuals, sounds, lighting, and the use of camera) and codes (film editing) and the consequent effect on destination image. Three films are selected that are shot in and represent Thailand, and an exploration is made of individuals' interpretation of the films using a semiotic approach applied in two rounds of qualitative interviews. The first round of interviews (IR1) is conducted in the field with participants who have experience of visiting Thailand, and the second round (IR2) is conducted with participants who have not visited Thailand The findings of this research show that the three selected films have an effect on destination image in three different stages (generating new images; highlighting existing images; and shaping existing images) and different dimensions (cognitive and affective image; positive and negative image; and unique image). Additionally, the factors that influence the perception of destination image are influenced by cultural background, personal experience, and vicarious experience through the characters. Lastly, with regard to behavioural intention to visit Thailand, the research shows that the films do not have strong influence on decision making to visit Thailand among the participants from IR1. On the other hand, the participants from IR2 are particularly attracted to visit Thailand by unique images they perceive from the films. The results of this study contribute to academic understanding , methodology and practice. From the theoretical point of view, this research contributes to the study of destination image. From the methodology perspective, the research contributes to the application of semiotics study in tourism. Lastly, the findings of the research suggest practical contributions for policy makers in Thailand