dissertation
fffinal
dissertation1.pdf
The Game of Thrones Effect: An Investigation into Travel Motivation
and Croatian Tourism
Events Management BA (Hons)
April 2020
Lili Gilston
University of Huddersfield
Declaration
I declare that this project is the result of my own individual efforts and that it
conforms to University, Departmental and Course regulations regarding cheating and
plagiarism. No material contained within this project has been used in any other
submission, by the author, for an academic award.
Student’s name: Lili Gilston
Signature: LM Gilston
Date: 24th April 2020
2
Abstract
The popularity of Game of Thrones has become a phenomenon attracting fans
globally, it is worth investigating and exploring the scale of its popularity and how it
affects peoples travel motivation and the huge impact it had on Croatia which was
portrayed as King Landing. Data was collected from 90 participants to help identify
people’s familiarity of Game of Thrones and their travel responses analysed to help
draw a conclusion answering the research questions. This research project found
that people’s travel motivations are experience, curiosity, escape and relaxation.
Croatia’s beautiful landscape, history and culture are the characteristics that makes it
a desirable place to visit, people are drawn to beautiful scenery and landscapes, the
representation of Croatia in Game of Thrones had made Croatia an even more
admirable travel destination. It is recommended that when conducting a research
relating to this topic it is worthwhile to survey tourists on site by travelling to a filming
location to gain a greater insight on their travel motivation. It is also useful to focus
on people who are familiar with Game of Throne to measure the influence the show
has had on people.
3
Acknowledgements
I would like to take this opportunity to express my sincerest gratitude to everyone
who supported me during the process of completing this dissertation.
Firstly, I would like to thank my research project supervisor Dr. Adam Dennett for
guiding me in this project and his excellent teaching. I appreciate all your assistance
and invaluable advice throughout the process.
To all my family, my constant source of support, thank you for your tireless
dedication and persistently believing in me. For your love and endless support, I am
forever grateful.
I also have to thank my friends for being there for me, their encouragement and
helping me execute the pilot study. Thank you all for your patience and dedication.
I thank all the participants of the online survey for this dissertation, without their
participation this study would have been impossible to complete. I appreciate all your
input.
To the events teaching team especially Janna Wood, thank you for being a source of
inspiration and your tireless work and passionate teaching.
4
Table of Contents
Title Page…………………………………………….…………………………….……..1
Declaration………………………………………………………………………………..2
Abstract……………………………………………………………………………………3
Acknowledgment…………………………………………………………………………4
Table of Contents………………………………………………………………………..5
List of Figures……………………………………………………………………….……9
Chapter 1: Introduction……………………………………………………….……...11
1.1 Rationale for this Research…………………………………………….………... 11
1.2 Aim………………………………………………………………………….……… 12
1.3 Research Questions…………………………………………………….…………12
1.4 Layout of the Study……………………………………………………….….…….12
Chapter 2: Literature Review……………………………………………….…...….14
2.1 Introduction………………………………………………………………...……… 14
2.2 Tourism………………………………………………………...……………………14
2.3 Film Tourism……………………………………………………………..…..……..14
2.4 Travel Motivation…………………………………………….….………...………..16
2.5 TV Series as a Motivator…………………………………………………………..17
2.6 Travel Motivation Theories………………………………………………….…….17
2.6.1 Push and Pull Theory……………………………………………………17
2.6.2 The Seeking and Escaping Theory…………………………………….19
5
2.6.3 Travel Career Ladder & Travel Career Patterns……….……………. 20
2.6.4 Optimum Arousal Theory by Iso-Ahola……………………………….. 22
2.7 The Influence of Film……………………………………………………………….23
2.8 Destination Image…………………………………………………………………..24
2.9 Effects of Films on Destination………...………………………………………….26
2.10 Applicable Theories……………………………………………………………….27
2.11 Conclusion…………………………………………………………………………27
Chapter 3: Methodology……………………………………………………………...29
3.1 Introduction………………………………………………………………………….29
3.2 Aim of Research……………………………………………………………………29
3.3 Research Questions……………………………………………………….………30
3.4 What is Research?..........................................................................................30
3.5 Research Philosophy………………………………………………………………30
3.6 Application to this Study…………………………………………………………...31
3.7 Research Design for this Project………………………………………………....32
3.8 Types of Research Design………………………………………………………...32
3.9 Primary vs Secondary Research………………………………………………….32
3.10 Quantitative and Qualitative Research………………………………………….33
3.10.1 Difference of Quantitative and Qualitative Research……...………..33
3.10.2 Justification for Quantitative……………………………………………34
3.11 Research Strategy………………………………………………………………...34
6
3.12 Pilot Testing………………………………………………………….…………….35
3.13 Sampling…………………………………………………………………………...36
3.14 Distribution and Access to Participants…………………………………………36
3.15 Survey Questions and Justifications…………………………………………….37
3.16 Data Analysis………………………………………………………………………40
3.17 Reliability……………………………………………………………………………40
3.18 Validity………………………………………………………………………………40
3.19 Ethical Considerations………………………………………………………….…41
3.20 Conclusion……………………………………………………………………….…41
Chapter 4: Findings and Analysis…………………………………………………..43
4.1 Introduction……………………………………………………………………..……43
4.2 Demographics………………………………………………………….………...….43
4.3 Game of Thrones Fandom…………………………………………….…………...46
4.4 Choice of Film Location as a Travel Destination…………………….……...…...47
4.5 Filming Locations……………………………………………………….…………...51
4.6 Travel Motivations………………………………………………………………….. 53
4.7 Croatian Tourism and Destination Image…………………………….…………..54
4.8 Travel Experience and Satisfaction………………………………….……………57
4.9 Conclusion………………………………………………………….………………..60
Chapter 5: Conclusion and Discussion……………………………………………62
5.1 Introduction…………………………………………………………………………..62
7
5.2 Answers to Research Questions…………………………………………………..62
5.3 Key Conclusions from Findings……………………………………………..……...63
5.4 Research Limitations………………………………………………………………...65
5.5 Recommendations for Future Research…………………………………..………65
5.6 Contribution to Knowledge……………………………………………….…….…...66
6.0 Reference List…………………………………………………………………....…..67
7.0 Appendices………………………………………………………………….....……..75
Appendix 1: Online Questionnaire……………………………………………...75
Appendix 2: Ethical Review Form………………………………..…….....……84
Appendix 3: Responses to Question 20…………………………..………...…87
Appendix 4: Distribution of Survey to Facebook Groups……….……...…….90
Appendix 5: Research Plan……………………………………………………..93
8
List of Figures
Chapter 2 Figure Caption Page Number
2.1 Scope of Tourism 15
2.2 Culture Geography 16
2.3 Types of Film Tourist 18
2.4 3 P’s of Push and Pull Factors
18
Fig 2.5 The seeking and escaping model
20
2.6 The concept of Travel Career Ladder
21
2.7 The three layers of Travel Career Pattern
22
2.8 Formation of Destination Image Model
25
2.9 Seven phases of Travel Experience
26
2.10 The components of Destination Image
26
Chapter 3 3.1 Research Onion 30
3.2 Difference of Quantitative vs Qualitative
33
3.3 Distribution of the Online Questionnaire
37
3.4 Justification of Survey Questions
39
Chapter 4
4.1 Gender of Respondents 44
4.2 Age Group 45
4.3 Nationalities 45
4.4 Familiarity of Game of Thrones
46
4.5 Game of Thrones 47
9
Fandom 4.6 Game of Thrones Film
Tourism 47
4.7 Travel Companions 48
4.8 Travel in Film/ TV locations
49
4.9 Croatia as a Destination Choice
49
4.10 Croatia as a Travel Destination
50
4.11 Game of Thrones Influence
50
4.12 Game of Thrones Inspired Travel Activities
51
4.13 Influence of Film and TV Series
51
4.14 Participation in Travel Activities
52
4.15 Important Factors in Choosing a Location
52
4.16 Important Factors on Travel Motivations
54
4.17 GoT inspired Tourism Recommendation
55
4.18 Croatia’s Destination Image
55
4.19 Sources of Information 56
4.20 Participants Most Memorable Experience
58
4.21 Travel Motivation after Game of Thrones Finale
59
10
Chapter 1: Introduction
1.1 Rationale for this Research
The topic was chosen as it is fascinating how the show Game of Thrones has
influenced fans to travel and the impact it had on Croatian tourism; therefore, it is
worthwhile to investigate this issue to understand the situation as limited study has
been conducted to explore the topic. Game of thrones was a popular American TV
series which became a phenomenon, attracting millions of fans globally. According
to Maddeaux (2017) one of the biggest travel trends is the Game of Thrones inspired
tourism which proved lucrative to many countries who served as filming locations of
the famous series. Croatian city Dubrovnik portrayed as King’s Landing have
benefitted from the show’s popularity due to a boost in tourism and destination
exposure. (Maddeaux, 2017, para 3).
Rodriguez (2015) stated in an article that the TV series has transformed Croatia into
a Kingdom of Tourism and Set jetting, the Game of Thrones effect on the country’s
tourism industry is huge. Rodriguez (2015) added that GoT filming has created more
employment, ignoring the negative effect of disruption in the capital city Dubrovnik. It
was reported in 2014 by Tourism Competitive Intelligence that 45 million
international tourists chose a particular destination they saw from a film or TV.
Smith (2019), stated in his article that Game of thrones has had a massive impact
both on tourists and Croatia, the show has had both positive and negative effect on
the city of Dubrovnik. Tour guides benefitted from the show’s popularity while the
local residents criticised it as their home turned into Disneyland. Croatia’s tourists
board revealed that in 2018 overseas arrivals reached 18.4 million compared to
2010, only 9 million people visited Croatia (Smith, 2019, para 2-4). Judging by the
statistics it is obvious that influx of tourist has doubled since the production of Game
of Thrones
Radman (2017) noted that American tourists would flock to Dubrovnik increasing
demand and hype. Many in Croatia such as local businesses capitalised from the
11
show’s impact on tourism. Radman (2017), said most tourists who visited Croatia in
year 2017 had said that they were visiting Croatia primarily because of Game of
Thrones. Radman (2017) described the effect as mass fan-franchise-following
tourism, the huge impact of the show is unreal as the amount of tourist arrivals has
outnumbered the population of the country. There were reports of a shortage of
workers in tourism and service industry, these workers are crucial to meet high
tourist demands. The negative impact of the popular show on Croatia is further
highlighted by Foster (2017) she stated the negative impacts are causing serious
concerns, due to overcrowding, local community disruption and the risk of losing its
World heritage status. There is a limit to the number of tourists entering the city to
keep it sustainable. As a result, the city’s Mayor launched a plan to cap entrants to
8,000 a day, installing cameras to monitor people entering and leaving the city.
(Foster, 2017).
1.2 Aim
The aim of this research is to understand the scale of the global cultural
phenomenon Game of Thrones and why it motivates tourists to visit Croatia
particularly Dubrovnik.
1.3 Research Questions
Has TV broadcasting of Game of Thrones influenced fans to travel to Croatia?
How has the show changed Dubrovnik’s image?
What do fans of Game of Thrones hope to achieve and experience when
travelling to the show’s filming location?
Do fans of the show still have the motivation to travel to Croatia now that the
show has ended?
1.4 Layout of the Study
Chapter 1: Introduction
Rationale for the Topic
12
Aim
Research Questions
Layout of the Study
Chapter 2: Review of Literature
Chapter 3: Research Methodology
Research Philosophy Research Design Quantitative vs Qualitative Research Strategy Pilot Sampling Distribution Survey Questions Analysis Reliability and Validity Ethical Considerations
Chapter 4: Findings and Analysis
Chapter 5: Conclusion and Discussion
13
Chapter 2: Literature Review
2.1 Introduction
This chapter discusses tourism and definitions of film tourism by different authors.
This is then followed by discussing travel motivation and what motivates people to
travel. Thirdly, this chapter will focus on TV series as a motivator by representing
destinations on screen. Travel motivation theories are discussed and why they are
relevant in understanding tourist motivation. Next, this chapter will also focus on the
influence of film in the tourism industry. Lastly, destination image and concepts are
discussed and what relevant theories this study will apply.
2.2 Tourism
In order to understand film tourism, it is worth exploring what tourism is, according to
Pender and Sharpley (2005) tourism is an activity which people participate outside
their normal environment for at least 24 hours for leisure, business and other
purposes. In addition, Pender and Sharpley (2005), highlighted that there are three
basic elements in tourism these are tourists, geographical elements and the tourism
industry. Firms and organisations in the travel industry intends to provide the specific
needs and wants of travellers. (Pender and Sharpley, 2005, p. 33). Based on the
definition stated, tourists travel for recreation purposes this is important to highlight
as this study will be focusing on film tourism.
2.3 Film Tourism
According to Beeton (2005), travellers are highly motivated by the influence and the
power of film and media. Places shown in films and tv series are recognised, driving
14
tourists to travel to those locations. Beeton (2005) defines film-induced tourism as
relating to on- location tourism after being portrayed in films and televisions set in a
certain destination.
Hudson and Ritchie (2006), described the study of film tourism as movie induced or
film induced tourism, the authors further stated film tourism is a tourist visit to a
destination depicted on television, video and cinema. Hudson and Ritchie (2006),
further explains that film tourism is an increasing phenomenon in the entertainment
and travel industry.
Another author defines film tourism as a tourist activity which is induced by viewing
film, television, videos and recorded products. Films and TV shows creates images
of a place which has an effect on viewers perception. (Connell, 2012, para 11). The
term film tourism has been defined as a visitation of a location that has been used in
filming a movie or series. (Buchmann et al, 2010, para 13). Based on the definitions
stated above, all of them are very similar and highlights the significance of film
tourism both on entertainment and travel industry. It can be suggested that visual
presentations and images are very powerful in enticing tourists which contributes to
film tourism.
Fig
ure 2.1: Connell (2012), noted the scope of film tourism.
15
Figure 2.2: Culture Geography based on Connell’s (2012) article.
2.4 Travel Motivation
According to Snepenger et al (2006), Murray defines motivation as an internal factor
which arouses, directs and integrates human behaviour. Snepenger et al (2006)
further stated that many theorists have various definition of travel motivation, Dann
defines travel motivation as a meaningful state of mind which drives people to travel.
In addition, Snepenger et al (2006) says that theorists Crompton and McKay defines
travel motivation as conceptualised dynamic process of internal psychological
factors. Pearce (2011), describes tourist motivation as a set of interest in human
behaviour, it is a connection of biological and cultural forces that give value to travel
choice and experience. All of the definitions stated have similar meaning, it can be
suggested based on the definitions above that travel motivation is a psychological
internal factor and have a huge influence on people’s decision and motivation to
travel.
16
2.5 TV Series as a Motivator
Chang (2015), discussion on travel motivation suggests that although movies and TV
series are both powerful to entice viewers to travel, television series have bigger
impact than movies on people. Because television series have longer filming,
allowing viewers and potential tourist to have longer experience and immerse
themselves in the storyline and characters. Chang (2015), highlighted that
consumption of tv series is a form of escapism, which is a factor of internal
motivation in individuals. Television series convey powerful messages and can
rebrand a location’s image positively. Chang (2015), noted that tv series can
stimulate emotional engagement and intimacy with locations used in the Tv show.
Television productions can be persuasive in influencing audience travel motivation,
therefore higher exposure and viewing of Tv series can motivate viewers to travel to
that location. (Chang, 2015, para. 7-8).
To further cement this suggestion, Al Rais et al (2018) stated that television series
influence the minds of audiences to visit filming locations. Films and Tv series are
used to promote awareness of a certain destination without great efforts as tv and
media have become influential in attracting viewers’ attention through accessible and
reliable visual information. Tv series and film have become important in motivating
tourists. Al Rais et al (2018), stated that motivation towards a destination is formed
by empathy, nostalgia, authenticity, familiarity and the attributes of that destination.
The push and pull factor theory can be linked to the statements above as the pull
factors are the features portrayed on TV such as scenery and landscapes are
attracting and motivating people to travel.
2.6 Travel Motivation Theories
2.6.1 Push and Pull Theory
17
Macionis (2004) noted in his article Understanding the Film Induced Tourist that the
theory of push and pull factor in tourism motivation is the most applicable concept in
the study of film tourist motivation. Pull factors attract tourist while push factors
drives tourists to action. In addition, there are diverse range of push factors related
with visiting film locations, such as fantasy, escape, status, prestige and search for
self-concept or identity. Pull factors are the features that attracts tourist to a
destination it may be the weather, landscape or scenery.
Macionis (2004) noted that three types of film tourist have been categorised.
Figure 2.3: The three types of film tourist and their motivations (Macionis, 2004)
The concept of 3P’s also discussed by Macionis, which can be useful when
investigating tourist motivations. Macionis (2004) further explains the 3P’s, Place
aspects such as location, scenery and picturesque landscapes which attracts the
viewers or tourists. Next is the performance aspect this could be the theme, storyline
or plot from the film that draws tourist to that destination. Last element is the
personality showcasing celebrities, film stars and characters from the film which can
also be a pull factor in travel motivation.
18
Figure 2.4: The 3P’s in push and pull factors (Macionis, 2004)
To further support Macionis discussion, Garcia et al (2014) discusses the push and
pull theory, push factors are origin related and intangible intrinsic desires of a tourist
such as desire for escape, relaxation and adventure while pull factors are related to
the attractiveness of a destination and consists of tangible characteristics such as
beaches, recreation facilities and culture. With these factors people are pushed to
pursue those travel desires and pulled by destination attractiveness. (Garcia et al,
2014, para. 14). This suggestion by the authors is similar to Macionis statement
about push and pull factors however, it is slightly different as it suggests a deeper
explanation of the push factors which were explained as origin related and intrinsic
desires.
2.6.2 The Seeking and Escaping Theory
According to Singh and Best (2004), Iso-Ahola’s theory of seeking and escaping
believes that peoples travel behaviour derived from their desire to escape from daily
personal environment while seeking rewarding experiences.
The escaping factor means leaving their daily routine behind such as work and other
commitments, while the seeking factor refers to exploring, recreation, social
interaction and learning from experiences. (Singh and Best, 2004, p-100). This
theory can be linked to film tourism as people travel to film locations for recreation,
interaction and gaining experience.
19
Figure 2.5: The seeking and escaping model (Singh and Best, 2004).
2.6.3 Travel Career Ladder and Travel Career Patterns
According to Hsu and Huang (2008), two frameworks can be used to understand
travel motivation the TCL and TCP models which are based on Maslow’s hierarchy
of needs. The TCL model looks at tourist needs or motivations which is organised by
the hierarchy, relaxation needs placed at the lowest, which is then followed by the
safety needs, relationship needs, self-esteem and fulfilment needs goes at the top of
the ladder. In addition, Hsu and Huang (2008), emphasised that people’s travel
motivation changes with their travel experiences. The more experience they get from
travelling, their motivations changes and seeks a higher level of satisfaction and
needs in their travel career. The idea of TCL model is that people’s travel motives
moves upward accumulated from their travel experiences. This theory can be
applicable to film tourism and the types of film tourist because as people’s travel
career moves upward, they seek a certain destination which may be seen in a film to
satisfy their needs of fulfilment and development.
20
Figure 2.6: The Concept of Travel Career Ladder (Hsu and Huang, 2008).
Travel career patterns or TCP has three layers of travel motivations, Hsu and Wang
(2008) discusses that each layer has different motivations. The core layer which is
the most important of all three consists novelty, escape, relax and relationship
enhancement. This is followed by the second layer which consists of moderate travel
motivations these are self-actualisation, nature and host site involvement. The third
and last layer consist of nostalgia, isolation and social status which are less
important motivations in travel. In addition, all pleasure travellers are influenced by
the most important motives. (Hsu and Wang 2008, p. 18). It is important to look at
the most important motivations of the TCP as it can be suggested that it can be
applicable to film tourism as it focuses on novelty and escape, these two factors
provide film tourists the recreation they seek while exploring a new environment
away from their daily routine.
21
Figure 2.7 The three layers of Travel Career Pattern model (Pearce, 2011).
2.6.4 Optimum Arousal Theory by Iso-Ahola
Another travel motivation theory which is useful for this study is the Optimum Arousal
Theory. According to Prentice (2004), the intrinsic motivation optimal arousal by Iso-
Ahola defines complexity of motivation. Initiated by superficial reasons which can
progress into deeper perception of freedom and competence seeking for optimal
arousal in biological, socialisation and personality. Prentice (2004) stated that this
theory is of great importance as a reminder that it is difficult to measure people’s real
motivations. Iso-Ahola model believes that people will seek environment where they
can experience personal psychological equilibrium, if overstimulated they will seek
an environment that has lower overwhelming stimuli. However, if they are under
stimulated tourists will choose a destination to meet their expectations of excitement.
(Kler, 2009, p.30).
22
Fridgen (1984) stated that the Optimal Arousal theory believes that individuals seeks
a new satisfying environment and social situations while escaping daily life’s
pressure and personal environments. Fridgen (1984) the theory further suggests
that travelling provides optimal experiences to modulate stress of arousal and gain
psychological satisfactions. This theory is applicable to film tourism as it states that
people travel to seek excitement while escaping their daily environment, so it can be
suggested that those fans and film tourist travel to film destinations to meet their
desires and expectations of a new environment those portrayed in films and Tv
series to experience exciting activities.
2.7 The Influence of Film
According to Spears et al (2012), discussion on influence of film in tourism industry,
films and tv viewings has a massive effect on people. Previous studies reported that
films and TV shows create a motivation to travel. Tv shows and films affect viewers
choices in destinations. Spears et al (2012), emphasises that one of the most
powerful tools in publicity is film. Target audience, storyline and destination image
are connected, people are seeking to explore new locations escaping their daily
routine. (Spears et al, 2012, para.4).
In addition, Spears et al (2012), noted that people’s perception of a potential
destination is affected by the storyline, attractive presentations of destinations can
create a travel inspiration which can increase travel motivation. Tourist who are a fan
of a certain movie and tv show are more likely to participate in activities during their
travels. (Spears et al, 2012).
The statement above is further cemented by St-James et al (2017) where past
research have shown that there is a desire from film tourists to be close to a film and
destination, allowing them to have a connection associated with that film and
mythical settings. St-James et al (2017), added that audience involvement studies
23
suggests that individuals interpretation of their viewing experience consist of
emotional, cognitive, behavioral and referential. Viewing experiences can bring a
sense of connection with the storyline and location which influence people’s motive
and intention to travel to those filming locations. (St-James et al, 2017, para. 6-7).
Vagionis and Loumioti (2011), stated that tourist tend to choose a destination based
on what they have seen previously on a popular film or a tv show. This can happen
voluntarily or involuntarily as well as consciousness and subconsciousness. Vagionis
and Loumioti (2011) further explains that it is the expectation of different experiences
which motivates people to travel to a destination. It was noted that a destination
placement in a film is the most effective product placement. Film setting is the most
effective marketing and attracting viewers’ attention.
2.8 Destination Image
According to Al Rais et al (2018), destination image is the sum of beliefs, ideas and
impressions that an individual has on a destination. Images and perceptions are
formed by tourist organisations, televisions, films and advertising.
Yen and Croy (2013) described destination image as people’s impression on
destination. It is a tourist perception of the attributes and attractions within that
destination. In addition, they highlighted the importance of film and media when it
comes to image formation. They noted that a glocal approach which looks at global
and local elements in the process of image formation can be seen by the influence of
film and potential image it will have on that certain destination.
According to Kim (2012), media represents visual images of social, cultural activities
and experiences which influences individuals and audiences. These visual images
forms expectations and imagination of a certain place. Kim (2012) noted that this
idea is called “place-myths” where people imagine a mixture of images of that certain
location. Media productions create images of a destination which draws potential
tourists and influences their destination choices. (Kim, 2010, para. 6-8).
24
Beerli and Martin (2004), stated in an article that destination image is formed by
tourist’s idea and emotional interpretation which relates to two components the
cognitive and perceptive evaluations. Individuals create images of a certain
destination based on their own knowledge and experiences from that destination.
Beerli and Martin (2004), added that the two components and affective evaluation
influence directly on the image as a whole. Based on the information and the
illustrationprimary sources of destination image plays a big role in people’s
perception as it is based on their first-hand experience, they are also influenced by
secondary sources which represents images formed by travel and entertainment
industries.
Figure 2.8: Model of formation of destination image. (Beerli and Martin, 2004).
Echtner and Ritchie (1991), explained that the process of image formation is the
development of a mental construct which is based on impressions chosen from a
flood of information which comes from advertising, people’s opinions, media, and
movies. Echtner and Ritchie (1991) added that a destination image can be highly
influenced and changed by first-hand experiences. This concept is similar to what
Busby et al (2013), noted in their article where they emphasised three types of
destination image, the organic, induced and complex. Organic image is gained
informally through education and media. On the other hand, induced destination
25
image is gained through films, tv shows, advertising, brochures and travel agencies.
Complex image is gained from travel experiences and activities.
Figure 2.9:
Gunn’s Seven Phases of the Travel Experience (Echtner & Ritchie, 1991).
Gunn’s concept of Seven phases explains a step by step stages of an individual
travel experience, the concept shows how an individual form their image of a
destination which changes after their own participation and experiences from that
travel.
Figure 2.10: The components of destination image Echtner & Ritchie, 1991)
2.9 Effects of Films on Destinations
26
1. Accumulation of mental images about travel experiences
2. Modification of those images by further information
3. Decision to take a trip
4. Travel to a destination
5. Participation at a Destination
6. Return Home
7. Modification of images based on travel experiences
According to Hahm and Wang (2011), films have big influence on destinations both
positive and negative. Films create a multiplier effect, such as image enhancement,
increase revenue and tourist influx. Popular films can help raise awareness of a
destination and increase tourists travel motivations to that certain destination.
Influence of film on destination image also plays a big role in consumer’s decision
making. (Hahm and Wang, 2011).
Tuclea and Nistoreanu (2011), discusses the benefits of film tourism in their article
which looks at all positive impacts’ films can have on destinations. Most obvious one
is the increase in revenue in tourism industry. As well as increasing cultural value of
the film site locations gaining publicity and greater awareness. Tuclea and
Nistoreanu (2001), adds that host cities gain exposure globally compared to other
destination which have not been featured in films or TV. Television series are highly
influential because it highlights the beauty of that destination increasing hype and
desire to travel. However, there are negative effects of a film on destinations such as
the environmental damage, local disruption and price inflation. Tuclea and
Nistoreanu, 2011).
2.10 Applicable Theories
This study will refer to various theories mentioned in this chapter such as the push
and pull theory, seeking and escaping, TCL & TCP models and optimum arousal
theory. The push and pull factors will be applied in generating the questionnaire and
help understand people’s travel motivations. By presenting questions based on the
push and pull factors which are also related to the other theories mentioned it can be
identified whether the theories are accurate by linking people’s responses to those
factors mentioned in the theories.
2.11 Conclusion
In conclusion, it is obvious that film tourism is an increasing phenomenon which is
worth exploring. Media and film are a powerful tool to influence fans and tourists to
travel. Travel motivation is a set of interest and an internal factor which drives people
27
to travel. It is important to acknowledge that TV series plays a big role in motivating
and enticing tourists as they are powerful in representing and promoting locations.
Travel motivation theories are important to help understand and identify people’s
travel motivation. Theories such as the push and pull provides a starting point which
can be linked to the other travel motivation theories the seeking and escaping theory
looks at seeking experiences while escaping, TCL and TCP models are of great
importance as they focus on people’s motivations based on their needs and how
those needs can be linked to film tourism factors. The optimum arousal is similar to
seeking and escaping but seeks a higher level of satisfaction and excitement during
travel. Destination image is important in decision making and travel choices. It
influences motivation and brings both positive and negative effect which is why it is
important for a destination to possess a positive image. Film locations benefit from
film and TV as they create awareness of that destination attracting visitors and
increasing revenue. Films highlight the beauty of that destination increasing hype
and desire to travel.
28
Chapter 3: Methodology
3.1 Introduction
Firstly, the aim and research questions are restated followed by definition of
research and the different types of research. Secondly, quantitative and qualitative
methods are discussed stating the different type of approaches. Thirdly, research
strategy is discussed and what approach the project will undertake. This chapter
looks at the process of pilot and sampling strategy and which strategy were
employed during the study. This is then followed by discussion of distribution and
access to participants as well as justification of each survey questions and how they
have been influenced by the literature review. Finally, data analysis, reliability,
validity and ethical issues are explained.
3.2 Aim of this research
The aim is to understand the scale of the global cultural phenomenon Game of
Thrones and why it motivates tourists to visit Croatia particularly Dubrovnik.
3.3 Research Questions:
Has TV broadcasting of Game of Thrones influenced fans to travel to Croatia?
How has the show changed Dubrovnik’s image?
What do fans of Game of Thrones hope to achieve and experience when travelling to the show’s filming location?
29
Do fans of the show still have the motivation to travel to Croatia now that the show has ended?
3.4 What is Research?
According to Blaxter et al (2010), research is a systematic investigation in finding
answers to a problem. Habib et al (2014) defines research as a scientific and
systematic investigation in establishing facts or collect information on a subject which
is presented in detailed and accurately. According to Kothari (2004) research is
important because it teaches logical, analytical thinking and organisation. In addition,
Kothari (2004) emphasised that research provides intellectual satisfaction of
knowledge to improve something or perform better, in other words it is very useful in
developing principles which contributes to understand and generate a solution to a
problem. Research is an important source that provide formal guidelines to solve
different problems. (Kothari, 2004, p.7). The statement above is further cemented by
Habib et al (2014) who highlighted the importance of research as it expands
knowledge, generating new ideas which are implemented for the benefit of
organisations and industries to develop society.
3.5 Research Philosophy
According to Saunders et al (2019), research philosophy is the assumptions and
beliefs about knowledge development in a particular field. Saunders et al (2019),
highlighted that individuals make various assumptions at every stage of research
which includes assumptions of realities based on experience, human knowledge and
their own values which could influence the research process. In addition,
30
assumptions influence how research questions are understood, use of methods and
interpretation of findings. (Saunders et al, 2019, p.130).
Figure 3.1: Research onion (Saunders et al, 2019).
Saunders et al (2019), illustrates the research onion in understanding research
philosophy. The outer layer consists of the five philosophies positivism, critical
realism, interpretivism and pragmatism (Saunders et al, 2019). The next layer is the
approach to theory development such as deduction, abduction and induction this
then leads to choices of methods and strategies and the inner layer is data
procedure. (Saunders et al, 2019).
3.6 Application to this Study
Based on the information, the applicable philosophy for this study is positivism as
this study involves measurement of data through quantitative approach by using
online survey, analysis of findings will be based on participants unbiased responses.
Inductive approach is also applicable as theories were identified before data
collection followed by analysis of findings.
31
3.7 Research Design for this Project
Descriptive research design is employed for this project as the study is focusing on
Game of Thrones phenomena and the impact on people’s travel motivations. To help
find answers to research questions, a detailed description is necessary by data
collection using an online questionnaire with structured questions. Responses from
participants will be described which contributes to the aim of this research and
questions.
3.8 Types of Research Design
Hair et al (2011), discussed the three types of research design such as exploratory,
descriptive and casual research. The authors further explain that exploratory
research is used when researchers have no knowledge about a certain problem, it is
used to develop and gain understanding on a problem and opportunity which is
useful for innovative industries. (Hair et al, 2011 p.148).
While descriptive research focuses on description of events and phenomena, it is
used to identify information on the characteristics of a particular problem. It offers a
detailed description of a particular event through interviews, observations and
document reviews. (Habib et al, 2014, p.8).
According to Hair et al (2011), casual research is more complex as it examines
whether an event affects another event which causes another problem. The cause
and effect relationship of casual research has four conditions these are time
sequence, covariance, nonspurious association and theoretical support.
3.9 Primary Research vs Secondary Research
32
According to Dawson (2009), primary research is a study of a particular subject
using first-hand observations and your own data collection. Walliman (2017), stated
that methods in primary research are, questionnaire, interviews, observations and
experiments. Primary research is the chosen method for data collection, direct
responses from participants will be collected and will be applied for this project.
While secondary research is the collection of information conducted by other
researchers which can be collected through books and online sources. (Dawson,
2009, p.46). According to Smith (2008), secondary research is a collection of data
already gathered by another researcher. For this project, no secondary data will be
collected as the project is focused on primary research.
3.10 Quantitative and Qualitative Research
Quantitative research is empirical which consists of large-scale sets of data
presented as gathering of factual data. (Blaxter et al, 2010, p.65). Quantitative
involves data collection which can then be converted into numerical form to calculate
statistics and draw conclusion. The authors further stated that quantitative
determines whether predictions of theories are accurate by testing, measuring with
numbers and analysing statistics. (Habib et al,2014, p.9).
Qualitative research collects and analyse data in non-numeric forms which involves
in depth exploration. (Blaxter et al, 2010. P.65). Qualitative focuses on individual’s
experiences, by analysing and interpreting data from observation and exploration
based on people’s actions and statements.
3.10.1 Difference of Quantitative and Qualitative Research
Quantitative Research Qualitative Research Purpose Exploratory and no
conclusive evidence Descriptive and conclusive
Sample Size Large samples Small samples
33
Question Type Structured questions Broad range of questions
Interpretation Statistical analysis Subjective interpretation
Figure 3.2: The differences of Quantitative and Qualitative study according to (Habib et al, 2014).
3.10.2 Justification for Quantitative
Quantitative research is employed for the research project because this is the most
applicable approach to help achieve the aim and answer the research questions.
This type of study, a quantitative research is needed to achieve reliable and valid
responses as this study requires answers from a high number of participants.
Responses from a qualitative or interviews are not suitable for this kind of topic as
qualitative relies on face to face interviews this process is impossible to achieve as
the study requires at least 30 participants. Utilising quantitative approach will
provide the most efficient and convenient way to obtain responses from participants.
Therefore, an online survey has been created which is easily accessible through
Facebook and can be self-completed by respondents. Quantitative will also provide
statistical data needed for the study.
3.11 Research Strategy
This research will undertake quantitative research through online questionnaire. A
questionnaire is important in methodology as it is used to extract data from
respondents. A questionnaire also provides consistency and records answers for
data analysis. (Hague et al 2013, p.107) Questionnaires are written instrument which
presents questions to respondents to which they are to react by selecting or writing
answers. (Dornyei and Tacguchi, 2009, p.3-5).
A structured questionnaire has been created which consist of closed ended
questions. According to Dillman et al (2014) closed ended questions provides
participants a list of options to choose from and ask respondents to choose the most
34
applicable answer. The researcher employed closed ended questions in the survey
because they are time efficient which will keep the respondents engaged and are
more likely to continue and complete the full questionnaire.
The questionnaire is designed with a combination of behavioural and attitudinal
questions based on the research topic focusing on people’s travel motivation and
experiences. According to Hague et al (2013) behavioural questions are used to
understand and determine people’s actions and decisions. On the other hand,
Attitudinal questions are used to understand people’s perceptions, opinions and
beliefs as emotions have a high influence on consumer’s behaviour. (Hague et al,
2013, p.111)
For this study, the survey was created online in Google Forms as this is the one of
most cost effective compared to other survey tools available online. According to
Fogli and Herkenhoff (2017) a survey is a systematic data collection to describe,
compare or explain the knowledge, attitudes and behaviour of a particular group.
Fogli and Herkenhoff (2017) added that surveys are used to uncover useful
information by asking questions about their feelings, motivations, plans, beliefs and
personal backgrounds. The online questionnaire is to be circulated online through
social media platform Facebook, so that respondents can easily access and
complete it. It also reaches a high number of potential participants globally. The
introduction of the survey stated the purpose of the study, the length to complete it
and who is conducting the research.
3.12 Pilot Testing
According to Stopher (2012), Pilot trial is useful to test the aspects of the
questionnaire ensuring that everything works as planned. Piloting the questionnaire
has many purposes such as assessing response rates, completion rates and a base
to improve a survey. Brace (2008), stated that the two key tests when piloting a
questionnaire are reliability and validity. A questionnaire can be considered as
35
reliable if it provides distribution of responses consistently on the other hand validity
measures the intended data. (Brace, 2008, p. 175).
The online questionnaire was initially created for trial to five participants, this is to
ensure that everything worked accordingly such as functions, correctness and
direction. Some of the participants highlighted that the survey tittle got them
interested to participate, while others highlighted that the options needed
amendments, such as adding a not applicable option for those who have not
participated in GoT Tourism, allowing respondents to select multiple choices about
Croatia’s image, types of sources when selecting a destination and changing the age
category from 18. The pilot study was very helpful for the researcher to improve the
questionnaire before circulation.
3.13 Sampling
According to Vanderstoep and Johnston (2009), sampling is the selection of best
suited participants for the study to help achieve the research objectives. The authors
added that a sample is the set of participants who will participate in the study. The
chosen sampling strategy for this research is snowball sampling as a small group of
people were invited to participate during the pilot study. (Vanderstoep and Johnston,
2009, p. 27). Convenience sampling is the selection of participants based on their
accessibility and availability (Vanderstoep and Johnston 2009, p. 27). This strategy
is also being employed in the study as participants are invited through Facebook
initially with friends, colleagues and GoT Facebook groups using the researcher’s
personal Facebook account this is also helpful in achieving unbiased results as the
survey is open to both non-fans and fans of GoT. The potential problem which may
occur by employing the chosen strategies is that the survey may not reach many
suitable respondents which may have an impact on the result.
3.14 Distribution and Access to Participants
After improvement of the online questionnaire the researcher circulated the survey
link through Facebook initially with friends, distribution of the survey was solely on
36
Facebook, no other social media or communication tools were used. The researcher
also requested to join Game of Thrones Facebook groups as well as travel and film
location groups which were all accepted. The researcher also contacted the group
administrators for permission of posting, 9 out of 10 GoT groups accepted and
agreed for the online survey to be posted and shared. 4 travel Facebook groups and
3 film location groups also agreed on the survey to be posted and share the survey
on their personal Facebook accounts.
Figure 3.3: Questionnaire Distribution to Facebook Groups
3.15 Survey Questions and Justification
37
38
Figure 3.4: Justification of Survey Questions
39
3.16 Data Analysis
According to Punch (2003), the data can be prepared before analysis by data
cleaning and data entry which refers to tidying up sets of data. Answers need to be
proofread by the researcher before data processing. (Punch, 2003 p.48). In
quantitative study there are three main types of analysis which can be employed
such as summarising and reducing data, descriptive level analysis and relationships
analysis. (Punch, 2003, p.48).
Google Forms is used for the questionnaire which summarises the results in
percentage and provides charts to show responses. It also shows individual
responses through an excel document. The document for individual responses will
be useful if data tidying is needed.
3.17 Reliability
Reliability is the consistency of measured data, if results are the same every time,
then reliability is assessed. (Abbott and McKinney, 2012, p.45). The term reliability is
described by Cohen et al (2017) as dependability, consistency and replicability over
time, over instruments and over groups of participants.
Primary quantitative research is used to increase the reliability of this study. As
quantitative gathers statistic data directly from respondents. Also, the online
questionnaire is open to everyone aged 18 and over therefore the data collected will
be based on all respondents and not just those fans of Game of Thrones. Descriptive
approach is the chosen method to provide reliable data gathered from respondents
which will contribute to data being reliable.
3.18 Validity
According to Punch (2003), validity means that data collected represents accuracy
and depends on the respondents’ state of mind and attitude. It also involves whether
the participants are qualified to answer the questions. (Punch, 2003, p.46). Piloting
the questionnaire helped to assess the questionnaire’s validity. By testing the
40
questionnaire, the researcher gathered comments from the small group of
participants to improve and correct mistakes. The online survey was tested before
circulation to improve and ensure validity. Feedback collected from the small sample
was utilised to improve the survey and increase validity.
3.19 Ethical Considerations
According to Vanderstoep and Jonston (2009) research ethics is concerned on how
the participants are treated during the study and how data are handled after
collection. Vogt et al (2012) highlighted that respondents’ privacy are important and
this should be respected by keeping data anonymous and confidential. The survey
introduction states that all responses from participants will be kept anonymous and
confidential.
The survey is only open to participants at age 18 and over, the participation of the
survey is voluntary therefore it is up to participants whether they would like to
participate or not, they can withdraw from the survey anytime. Each questions of the
survey have been carefully generated to avoid issues during the study. An ethics
form has been submitted before the questionnaire has been circulated and collection
of data. (Appendix 2)
3.20 Conclusion
In conclusion, research is important in finding answers to certain issues as it
provides a systematic process to establish factual and accurate information. When
searching for the right research approach it is crucial to select the appropriate
research design whether exploratory, descriptive and casual research. Quantitative
and qualitative methods are both useful in research, however they have different
approaches. Quantitative can be utilised in a large-scale research as it provides
statistical analysis and help measure and predict accuracies. While qualitative
method is useful for a small-scale sample and involves in depth investigation through
41
observation, interpretation of people’s actions and statements. The chosen research
strategy for this project is quantitative by employing online questionnaire as an
instrument. An online survey is a fast and efficient way to collect data from
respondents, it offers accessibility and convenience reaching respondents world-
wide. It is an advantage that the survey will require little time and self-completed by
respondents. The survey is created with close ended questions which is time
efficient as respondents are provided with a list of answers rather than stating their
responses. The survey also consists of behavioural and attitudinal questions which
relates to literature review as the topic is travel motivation. Behavioural and
attitudinal questions help understand people’s decisions, perceptions, opinions and
beliefs. Pilot testing was beneficial for improvement and identify mistakes before
circulation. Snowball and convenience sampling were employed as strategy during
the research. Social media specifically Facebook was utilised to distribute the
survey, the researcher approached Game of Thrones Facebook groups as well as
Croatian travel and film location groups to invite potential participants. Each question
is justified explaining why those questions are being used and how they relate to
literature review. Most questions ask about people’s awareness of GoT and if the
show have influenced them to travel and participate in tourism activities. Some
questions are also used to measure people’s motivation by rating travel motivation
push and pull factors. It is also useful during data analysis to summarise, clean and
proofread the data collected. Reliability can be assessed by its consistency overtime,
as quantitative method is employed, data collected will be reliable as responses are
gathered directly from participants. Validity is important in collecting data to ensure
accuracy, the pilot testing ensured the survey was functional and allowed
improvement of the questionnaire which also contributes to data being valid. As the
survey is open to everyone all responses are from people who are tourists, fans of
GoT and non-fans this helps achieve unbiased results. It is crucial to consider ethical
issues to ensure all participants are treated fairly, data collected will be kept
confidential and anonymous.
42
Chapter 4: Findings and analysis
4.1 Introduction
This chapter discuss findings and analysis of the data gathered by the online survey,
initially, this focuses on participants’ demographics. Secondly this chapter discusses
the number of fans and non-fans of Game of Thrones and the participants familiarity
of the show. This then leads to findings on participant’s travel companion, as well as
investigation on Croatia’s popularity if people would consider Croatia as a travel
destination. Fourthly, the chapter discuss findings of the influence of film and tv
series on travel decisions, and types of activities respondents would participate in
during their travel to Got filming locations. Next the chapter focuses on travel
motivation findings based on what factors respondents find very important when
choosing a destination and travelling. This is followed by results whether participants
will recommend Game of Thrones inspired tourism, as well as identifying participants
perception of Croatia as a travel destination. This is then followed by analysing
participants choices of information sources on when choosing a destination. Lastly,
the chapter discusses the findings based on participants most memorable
experiences during their travel and whether they are still motivated to travel to GoT
filming locations after the show has concluded.
The online survey was made live for the duration of two weeks from 24th of February
2020 to 8th of March 2020, the survey was distributed solely through the social media
platform Facebook and received a total of 90 responses. To achieve unbiased
results the online survey was open to both non-fans and fans of Game of Thrones.
4.2 Demographics
43
The first three questions are focusing on demographics, first question was to identify
the participants gender, followed by their age group and nationality.
According to survey results 68 respondents were female and 22 respondents were
male. The majority of responses were from female respondents which is (75.6%) this
could be due to the survey was communicated through Facebook and also the
researcher has more female friends than male. According to Joiner et al (2014)
social networking sites, particularly Facebook have 66 per cent female active users
than males. In addition, Joiner et al (2014) females spend more time on Facebook
than males with an average use of 84 minutes daily while males spend 64 minutes a
day.
Fi
gure 4.1: Gender of Respondents
In the age group category 30 respondents who participated are aged between 25-39
while 29 respondents are aged between 40-63, 26 respondents being in the 18-24
age group and 5 respondents are aged 64-79. Majority of the respondents are from
the age group of 25-39.
As the survey was distributed on Facebook including Game of Thrones community
groups and travel groups, the survey received responses from a mixture of different
age groups.
44
Fig
ure 4.2: Age group of Respondents
The respondents represented 20 countries, the results show that majority are British,
followed by American respondents. 13 out of 30 British respondents said they are
fans of Game on Thrones. 16 American respondents were all fans of GoT. While
only 6 out of 13 Filipino respondents said they were fans of GoT. All Canadian and
Australian respondents were also fans of GoT.
Figure 4.3: Nationalities of Respondents
45
4.3 Game of Thrones Fandom
As the research is focused on travel motivation based on the influence of Game of
Thrones, it was crucial to identify whether participants have watched the American
TV series Game of Thrones. The questions were dedicated on participants’
awareness of GoT, fandom and Game of Thrones inspired tourism.
The participants were asked if they watched GoT, the result shows that 61 out of 90
respondents have watched Game of Thrones while 29 respondents said they have
not watched the TV Series. Majority if the respondents are familiar of GoT while the
respondents who have not watched the show provides data for non-Game of
Thrones tourists and their motivations.
Figure 4.4: Familiarity of Game of Thrones
Participants were also asked if they consider themselves a fan of Game of Thrones
54 of the participants responded “yes” while 36 respondents answered “no”. Out of
the 61 respondents who watched the show only 3 of them would not consider
themselves a fan.
46
Figure 4.5: Game of Thrones Fandom
The respondents were asked if they have participated in Game of Thrones film
tourism, the result shows that only 12 of the respondents have participated in Game
of Thrones film tourism while 78 respondents said they have not participated in GoT
film tourism. The data is due to the survey being open to everyone and not just
focusing on Game of Thrones fans to avoid biased result.
Figure 4.6: Game of Thrones film tourism
4.4 Choice of Film Location as a Travel Destination
For this research project, it is important to identify participants travel experience,
destination choices and their awareness of Croatia as a travel destination.
47
Participants were asked if they have travelled in the past and who they were
travelling with, 29 respondents said they travelled with family, 12 respondents
travelled alone while 12 respondents travelled with a partner and 9 respondents
travelled with a friend. The largest percentage surveyed travelled with family, this
can be explained by the majority of age group between 25 to 39 who are family
orientated. According to Durko and Petrick (2016) travelling as a family can build
stronger bond and relationships. The authors added that travelling is beneficial for
families to create memories and maintain family well-being. (Durko and Petrick,
2016, para. 4).
Figure 4.7: Participants’ Travel companions
Participants were also asked if they have travelled to destinations portrayed in a film
or TV, 48 respondents answered “no” while 42 respondents answered “yes”. This
data suggests that more than half of the respondents have not travelled to a film
location before. This result may be due to financial limitations, visa restrictions and
individuals who are not interested in film or Tv series.
48
Figure 4.8: Travel in Film or Tv locations
Participants were asked if they would choose Croatia as a travel destination, 60
respondents answered “yes” while 26 respondents answered “maybe” and 3
respondents answered “no”. The survey result suggest that Croatia is a desirable
destination to visit. Those unsure may not be aware of Croatia as a holiday
destination and as many respondents are from outside of Europe it can be
suggested that they are not familiar of Croatia.
Figure 4.9: Croatia as a destination choice
Respondents were asked if they have travelled to Croatia only 18 respondents have
travelled to Croatia before while 72 respondents answered “no”. A small percentage
of those surveyed had travelled to Croatia which could explain the 29 percent maybe
responds in the previous chart.
49
Figure 4.10: Croatia as a travel destination
Participants were also asked if Game of Thrones have influenced them to choose
Croatia as a travel destination. 41 respondents answered “no” while 29 respondents
answered this was not applicable to them and 22 respondents answered “yes”. 25
per cent of the responses have been influenced by Game of Thrones. The 33 per
cent not applicable are the people who have not watched the TV show.
Figure 4.11: Game of Thrones Influence
Participants were asked if they would participate in Game of Thrones inspired
activities if they travel to Croatia, 49 respondents answered “yes” while 41
respondents answered “no”. The majority would like to participate in GoT inspired
50
activities in Croatia. It is worth considering that 30 per cent of the respondents have
not seen the show which influenced the result.
Figure 4.12: Game of Thrones inspired travel activities participation
4.5 Filming Locations
The next questions are to identify whether participants have been influenced by a
film or Tv series to travel, what activities they would participate in during their travel
and what their travel motivations are.
Participants were asked if they have been influenced by a film or TV series to travel
to filming locations, 52 respondents answered “yes” while 38 respondents answered
“no”. The survey result indicates that the greater amount has been influenced by a
film or Tv series.
51
Figure 4.13: Influence of Film and Tv Series
Participants were asked what activities they plan to do during their travel to GoT
filming locations. 37 respondents would take a photo of or with a sign, 34
respondents would go on a GoT tour, 33 respondents would take a selfie while 31
respondents would buy a souvenir, 25 would take a picture with the cast, 21
respondents would get an autograph from the cast, 17 respondents would use a
guidebook while 15 respondents would recreate a shot from tv show, 13 respondents
would meet up with other GoT fans community and 11 participants would dress up
as one of the characters.
The most popular activities are taking a photo with a sign, selfie, go on a GoT tour
and buying souvenirs. The least popular being dressing up as one of the characters
and roleplay which are for the hardcore fans.
Figure 4.14: Participation in Travel Activities
52
4.6 Travel Motivations
The next questions are to help identify the important factors participants consider
when choosing a destination and are focusing on participants travel motivations
which are based on the push and pull theory.
Participants were asked to rate the following factors based on their importance when
choosing a GoT filming destination between 1-5. The results show that 42
respondents say that scenery and landscapes are very important when choosing a
destination, activities were also rated as important, while celebrity was rated as not
important at all. Scenery, landscapes and weather were rated the most important.
Based on the result, these three factors of Place aspect in the Pull theory which are
scenery, landscape and weather are the most influential factors in people’s choice of
travel destinations.
Figure 4.15: Important Factors in choosing a filming location
Participants were also asked to rate the following travel motivations based on their
importance. Experience was the highest and rated by most respondents as very
important. Most respondents also rated relaxation, curiosity and escape as very
53
important. Romance, education, novelty and nostalgia were rated as important travel
motivations, on the other hand ego-enhancement, status, pilgrimage, self-identity,
self-actualisation and fantasy were rated as not important at all.
Based on the result, experience is a very important travel motivation among
participants, experience is one of the internal drives of push factors theory. As the
relaxation, curiosity and escape factors were also rated very important, this data can
also be related to the seeking and escaping theory which suggests that people travel
to escape their daily lives while seeking rewarding experiences such as recreation
and social interaction. (Singh and Best, 2004, p. 100).
Figure 4.16: Important factors on travel motivations
4.7 Croatian Tourism and Destination Image
As this research project is also investigating Croatian tourism it is necessary to
identify whether individuals would recommend GoT inspired tourism. As destination
image is discussed in the literature review, it is very important for this study to
identify people’s perception of Croatia as a destination, destination image is created
by various sources of information, so the next questions were employed to
investigate what people use when searching for a travel destination.
Participants were asked if they would recommend Game of Thrones inspired
tourism, 55 respondents answered “yes”, and 35 respondents answered “no”. It is
54
worth considering when looking at the result those who have not watched the show
(33 per cent) could not recommend Game of Thrones inspired tourism.
Figure 4.17: Game of Thrones inspired tourism recommendation
Participants were asked on what images they have in mind about Croatia, 55
respondents answered History and Culture followed by Croatia’s attractive
landscapes which got 52 responses, 44 respondents also answered pleasant
weather, while 38 respondents answered beautiful beaches and only 37 respondents
answered King’s Landing. The result shows an equal image or perception about
Croatia. This suggests that Croatia is known for their history and culture, having
attractive landscapes, pleasant weather and beautiful beaches. The options of
answers are based on the attractiveness of a destination which draws people’s
attention based on the Place aspect of the 3P’s concept in push and pull theory.
55
Figure 4.18: Croatia’s destination image
Participants were asked what sources of information they use when choosing a
destination. Based on the results 74 respondents use the internet for information
searching, 54 respondents are influenced from word of mouth from family and
friends, 42 respondents use social media as a source of information when choosing
a destination while 24 respondents use holiday brochures and only 22 respondents
uses TV or movie when choosing a travel destination. According to Yasin et al
(2017), people gather information from various sources during travel decision,
individuals rely on two internal and external information sources. Internal sources are
from their own experiences and recommendations from family or friends while
external information sources are from advertisements, guidebooks, internet and
travel agencies. Information sources are important before choosing a destination to
gain knowledge and reduce risks. (Yasin et al, 2017, para 2).
56
Figure 4.19: Sources of Information when choosing a destination.
4.8 Travel Experience and Satisfaction
To understand people’s satisfaction from their travel experience, participants were
asked what their most memorable experience during their travel, by employing an
open-ended question, respondents were able to indicate their answers based on
their own memorable experiences. It is important to understand if their memorable
experiences influence their travel motivations. Data from the result can also be
related to travel motivation theories and factors discussed in the literature review
such as push and pull theory, seeking and escaping, the travel career pattern and
optimum arousal theory.
57
The majority of the answers are beautiful scenery, landscapes, experience and
culture which can be related to push and pull factors. The second most popular
answers are meeting new people, spending time with family and loved ones which
can be explained with the travel career pattern in relationship forming and social
interaction. The other responses such as exploration and unique travel experiences
can be linked to optimum arousal theory which suggests that people travel to gain a
high level of excitement by participating in activities.
58
59
Figure 4.20: Participants most memorable experience
One of the research questions is to identify if fans and tourist are still motivated to
travel to GoT filming locations now that the show has concluded. 51 respondents
answered they will still travel to GoT film locations, while 23 respondents answered
“maybe”, and 16 respondents answered “no”. From the data it can be suggested that
people are still motivated to travel to GoT film locations and those participants who
answered “maybe” and “no” are the respondents who have not watched GoT and
non-fans of the Tv show.
Figure 4. 21: Travel motivation after Game of Thrones Finale
60
4.9 Conclusion
It is found that the majority were females, this can be explained as the online survey
was distributed solely on Facebook which research suggest that there are more
female active users than males. By utilizing Facebook as a tool for survey circulation
the data shows a mix of age groups from respondents and majority of those are from
the 25-39 category. The result also suggest that the survey received responses from
20 countries and majority of respondents are British, however, majority of Game of
Thrones fans are Americans, Canadians and Australians. The data presents that 61
out of 90 respondents have watched Game of Thrones and only 29 of them have not
watched the show. Only 3 out of 61 respondents who watched the show do not
consider themselves as a GoT fan. Only 12 respondents who travelled to GoT
filming locations, but this result may be due to financial limitations and visa
restrictions as many respondents are from outside of Europe. Based on the
responses, most participants have travelled with family which can be explained as
research suggests that people travel with their family to create memories and build
stronger relationship. More than half of respondents have not travelled to a
destination portrayed in film or television before, while 42 respondents have travelled
to filming locations by looking at this result it is worth considering that there are
people who are not interested in film or Television series. Based on findings about
Croatia as a destination choice, the result presents that Croatia is a highly desirable
place to visit, while only 20 per cent of the respondents have travelled to Croatia
those who have not travelled would consider Croatia as a travel destination.
Although only 25 per cent of the respondents indicated that they have been
influenced by GoT to choose Croatia it is worth considering that 33 per cent have not
watched the show. Majority of the respondents would like to participate in GoT
inspired activities if they travel to Croatia most popular activities are taking photos
with a sign, selfies, go on GoT tour and buying souvenir. 52 respondents say they
have been influenced by a Film or Tv series to travel. According to findings on
important factors in destination choices respondents rated scenery, landscapes and
weather as very important which are the three factors of Place in the 3P’s concept in
pull theory. Data suggests that these factors are most influential and when choosing
61
a film destination. Experience, curiosity and escape were rated by most respondents
as very important travel motivations. These results can be linked to push theory of
travel motivation and the seeking and escaping theory which suggest that people
travel for recreation while escaping their daily stressors. Croatia’s image to
participants shows an equal result with history and culture being the highest,
followed by attractive landscape, pleasant weather, beautiful beaches and Kings’
Landing being last, this result indicates that Croatia has a positive image not due to
GoT but because of its natural beautiful characteristics. The findings present that
people rely on internet and recommendations from friends and family when
information searching on destination choices. In contribution to travel motivation
study, participants were asked their memorable travel experiences, they were
identified as scenery, landscape, experience and culture which relates to push and
pull factors. Social interaction, relationship forming can be linked to the TCP model.
Exploration and travel activities participation can be related to optimum arousal
theory. The last question was to identify if people are still motivated to travel after the
GoT finale, results suggest that majority of respondents indicated that they are still
motivated to travel to GoT film locations even after the show has ended.
62
Chapter 5: Conclusion and Discussion
5.1 Introduction
This chapter discusses whether this research project has answered the research
questions. It also discusses the key conclusion gathered from the findings of this
study. Research limitations have been discussed which may have impacted the
quality of this research project. Lastly, recommendations for future research have
been highlighted to help achieve greater insight into Game of Thrones influence and
peoples travel motivations and the research project contribution to knowledge.
5.2 Answers to Research Questions
Has TV broadcasting of Game of Thrones influenced fans to travel to Croatia?
According to findings in Chapter 4 Fig. 4.9 and Fig 4.11 it can be assumed that GoT
is not solely responsible in people’s travel motivation to travel to Croatia. Half of the
fans who participated have been influenced by GoT. However, data in Fig. 4.11
suggests that more than half of the respondents have been influenced to travel by a
film or a TV show, it can also be suggested that some people are influenced by other
characteristics of Croatia.
How has the show changed Dubrovnik’s image?
The filming of the show has had both positive and negative impact on Dubrovnik,
although Dubrovnik is a well-known city and possess a positive destination image
because of its natural beautiful scenery, landscapes, culture and history. The filming
63
of the show has increased tourist influx into Dubrovnik causing disruption and foot-
traffic. The increase in tourism highlights that Dubrovnik still has a good image even
after the disruption and is a desirable location to visit.
What do fans of Game of Thrones hope to achieve and experience when
travelling to the show’s filming location?
Based on the Literature Review and Findings, it can be suggested that people hope
to view and experience beautiful scenery and landscapes. They also hope to gain
meaningful experience during their travels by participating in activities such as taking
photos creating memories, go on a GoT tour and buy a souvenir. Findings also
suggests that people’s travel motivations are experience, curiosity, escape and
relaxation.
Do fans of the show still have the motivation to travel to Croatia now that the
show has ended?
Majority of the fans are still motivated to travel to Croatia even after the show’s
finale. This highlights that GoT is not the main reason to travel to Croatia, people are
drawn to Croatia’s beauty and culture. Though it can be stated that the show has
helped promote Croatia as a travel destination after being portrayed in the show.
GoT has created awareness of Dubrovnik and visually presented its beautiful
scenery.
5.3 Key Conclusions from Findings
As this study is focusing on travel motivation it is crucial to highlight that the findings
suggest that people’s travel motivations are experience, curiosity, escape and
relaxation. While scenery, landscape and weather are the most important factors
64
when choosing a destination, this is agreeable as Croatia was chosen as one of the
filming locations of GoT because of its attractive scenery, landscape and pleasant
weather. This can be further cemented by the chosen activities’ respondents would
participate in, such as taking a photo with a sign, selfie, go on a GoT tour and buying
a souvenir. It can be suggested that most people are influenced by Game of
Thrones, as indicated in the results people would go on a GoT tour during their travel
to Croatia. The travel activities, motivation factors and influential factors in choosing
a destination are interrelated with one another and supports the push and pull and
seeking and escaping theories of travel motivation.
Based on people’s memorable experience during their travel it can be further
highlighted that beautiful scenery, experience, culture, landscapes, and social
interaction, exploration and activities are important aspects, it can be argued that if
people have positive travel experience then this influence their travel motivations in
the future as people learn from their first-hand experience. Social interaction such as
meeting new people and spending time with family during travel supports the travel
careen pattern and travel career ladder theory as relationship forming is one of the
core motives in the TCP model. Exploration and unique activities can be linked to the
optimum arousal theory as people seek a higher level of excitement from engaging
in travel activities in a location which can be portrayed in a film.
This study also identified that Croatia is a highly desirable place to visit as majority of
people would choose Croatia as a travel destination, people’s perception of Croatia
is positive and possessing an attractive landscape, rich in history and culture and
having pleasant weather. This indicates that Croatia hold a positive destination
image. It can be suggested that the effect of Game of Thrones on Croatia has made
it even more an admirable travel destination. People who chooses Croatia as a travel
destination travel to Croatia mainly because of its beautiful landscape and rich
culture and not solely on GoT influence. However, people indicated that they would
participate on a GoT tourism and activities while visiting Croatia. It can be suggested
that those surveyed as huge fans of the show who travel to Croatia are entirely
65
influenced by GoT and are motivated to participate in GoT inspired activities to fulfil
their fandom motivations.
5.4 Research Limitations
The original research plan was not followed as the researcher had other
assignments and commitments which also needed time and attention. This may
have impacted the diversity of this dissertation. The distribution of the online survey
could have been longer as it was only live for two weeks. If it was advertised as
planned it could have attracted more participants and gain more responses.
The researcher relied mostly on e-books in writing the methodology chapter, as most
methodology books in the library were not available during the last stages of the
writing process. If books were available, the quality of the methodology chapter could
have been better.
As the online survey was created through Google Forms this meant that the survey
was only accessible by participants outside of China. The researcher was not aware
that Google is blocked in China. If this was identified earlier, the researcher could
have created the online survey with a different survey tool to attract more
participants and responses.
5.5 Recommendations for future research
For future research, it is recommended targeting travel and tourist firms to promote
the online survey as this will be distributed to active tourists. Also, it is recommended
66
to travel to the filming locations physically and interview and survey tourists on site to
gain face to face responses which can help attain more accurate and reliable results.
When social media is utilised, it attracts internet surfers many of them may not have
travelled or not interested in tourism and Game of Thrones. Travelling to filming
locations like Croatia to survey people will help achieve responses from active
tourists and gain a greater insight of their travel motivations which can then be
compared to the travel motivation theories and statistics.
It will be helpful to focus on surveying only those people who have watched the show
to accurately measure the influence of Game of Thrones and understand the scale of
its popularity which is relevant to the topic of this study.
5.6 Contribution to Knowledge
This study gained a greater insight on people’s travel motivation both fans and non-
fans of Game of Thrones. It helped understand GoT as a phenomenon and the
impact it had on fans as well as Croatian tourism. This study identified people’s
travel motivation and satisfaction and perception of Croatia.
67
6.0 Reference List
Abbott, M., & McKinney, J. (2012). Understanding and Applying Research Design.
2012: John Wiley and Sons Limited.
Al Rais, F., Hassan, R., & Hassan, S. (2018). Create Positive Destination Image
Through Films/Tv Series and Its Impact on Intention to Visit the Destination. 55(2),
Retrieved from
http://acjalexu.journals.ekb.eg/article_36292_086a718ab4fe18bb2e08b36fdfd11a6b.
Beeton, S., (2005). Film Induced Tourism. Clevedon. Channel View Publications.
Beerli, A., & Martin, J. (2004). Factors influencing destination image. Annals of
Tourism Research, 31(3), 657-681. doi: https://doi.org/10.1016/j.annals.2004.01.010
Blaxter, L., Hughes, C., & Tight, M. (2010). How to Research (4th ed.). Berkshire:
McGraw-Hill Education.
Brace, I. (2008). Questionnaire Design: How to Plan, Structure and Write Survey
Material for Effective Market Research (2nd ed.). London: Kogan Page Limited.
68
Buchmann, A., Moore, K., & Fisher, D. (2010). EXPERIENCING FILM TOURISM:
Authenticity & Fellowship. Annals of Tourism Research, 37(1), 229-248. doi:
https://doi-org.libaccess.hud.ac.uk/10.1016/j.annals.2009.09.005
Chang, D. (2015). A Study of TV Drama Series, Cultural Proximity and Travel
Motivation: Moderation Effect of Enduring Involvement. International Journal of
Tourism Research, 18(4), doi: https://doi-org.libaccess.hud.ac.uk/10.1002/jtr.2058
Cohen, L., Manion, L., & Morrison, K. (2017). Research Methods in Education (8th
ed.). New York: Routledge.
Connell, J. (2012). Film tourism – Evolution, progress and prospects. Tourism
Management, 33(5), 1007-1029. doi:
https://doi-org.libaccess.hud.ac.uk/10.1016/j.tourman.2012.02.008
Dawson, C. (2009). Introduction to Research Methods (4th ed.). Oxford: How to
Books.
Dillman, D., Smith, J., & Christian, L. (2014). Internet, Phone, Mail, and Mixed-Mode
Surveys: The Tailored Design Method (4th ed.). New Jersey: John Wiley and Sons
Limited.
Dornyei, Z., & Taguchi, T. (2009). Questionnaires in Second Language Research:
Construction, Administration, and Processing (2nd ed.). London: Routledge.
Durko, A., & Petrick, J. (2016). Family and Relationship Benefits of Travel
Experiences: A Literature Review. Journal of Travel Research, 52(6), 720-730. doi:
https://doi.org/10.1177%2F0047287513496478
69
Echtner, C., & Ritchie, B. (1991). The Meaning of Measurement of Destination
Image. The Journal of Tourism Studies, 2(2), Retrieved from
https://pdfs.semanticscholar.org/47e0/e77448e3ccd93a22aa20725d5a38fd5e6082.p
df
Fogli, J., & Herkenhoff, L. (2017). Conducting Survey Research: A Practical Guide.
New York: Business Express Press.
Foster, J. Crowds and cruise ships have ruined Dubrovnik. Retrieved from
https://www.edb.gov.hk/attachment/en/curriculum-development/kla/pshe/references-
and-resources/tourism/reference_materials/Dubrovnik.pdf
Fridgen, J. (1984). Environmental Psychology and Tourism. Annals of Tourism
Research, 11(1), 19-39. doi: https://doi.org/10.1016/0160-7383(84)90094-X
Habib, M., Pathik, B., & Maryam, H. (2014). Book Details Section Research
Methodology - Contemporary Practices: Guidelines for Academic Researchers.
Newcastle Upon Tyne: Cambridge Scholars Publishing.
Hague, P., Hague, N., & Morgan, C. (2013). Market Research in Practice: How to get
greater insight from your market (2nd ed.). London: Kogan Page.
Hahm, J., & Wang, Y. (2011). Film-Induced Tourism as a Vehicle for Destination
Marketing: Is it Worth the Efforts? Journal of Travel & Tourism Marketing, 28(2), 165-
179. doi: https://doi.org/10.1080/10548408.2011.546209
Hair, J., Celsi, M., Money, A., Samouel, P., & Page, M. (2011). Essentials of
Business Research Methods (2nd ed.). New York: Routledge.
Hsu, C., & Huang, S. (2008). Travel Motivation: A Critical Review of the Concept's
Development. Tourism Management: Analysis, Behaviour and Strategy,, 14-26.
Retrieved from https://books.google.co.uk/books?
70
hl=en&lr=&id=e4mWsVnYgwoC&oi=fnd&pg=PA14&dq=travel+motivation+in+tourism
&ots=Rc-RZiakum&sig=63AQWIOz-
RTkHhhWLH9YGYcDV8Y&redir_esc=y#v=onepage&q=travel%20motivation%20in
%20tourism&f=false
Hudson, S., & Ritchie, B. (2006). Promoting Destinations via Film Tourism: An
Empirical Identification of Supporting Marketing Initiatives. Journal of Travel
Research, 44, 387-396. doi: DOI: 10.1177/0047287506286720
Garcia, M., Verdugo, M., Garcia, M., & Mallya, T. (2014). Film-induced tourist
motivations. The case of Seville (Spain). Current Issues in Tourism , 19(7), 713-733.
doi: https://doi-org.libaccess.hud.ac.uk/10.1080/13683500.2013.872606
Joiner, R, Stewart, C, Beaney, C, Moon, A, Maras, P, Guiler, J, ...Brosnan M (2014).
Publically different, privately the same: Gender differences and similarities in
response to Facebook status updates. Computers in Human Behaviour, 39, 165-
169. doi: https://doi-org.libaccess.hud.ac.uk/10.1016/j.chb.2014.07.004
Jokinen, I. (2018). Motives of a Film Tourist - Case: Game of Thrones (Degree
Dissertation). Retrieved from https://www.theseus.fi/bitstream/handle/10024/149386/
Iida_Jokinen.pdf?sequence=1&isAllowed=y
Kim, S. (2012). Audience involvement and film tourism experiences: Emotional
places, emotional experiences. Tourism Management, 33(2), 387-396. doi:
https://doi-org.libaccess.hud.ac.uk/10.1016/j.tourman.2011.04.008
Kler, B. (2009). Tourism and restoration. philosophical issues in tourism, 117-132.
Retrieved from https://books.google.co.uk/books?
hl=en&lr=&id=3XAHXFpPYSIC&oi=fnd&pg=PA117&dq=optimal+arousal+theory+in+t
71
ourism&ots=a96uID3h6x&sig=qGNCy1M_bpIe4EmdPnQEZojlNVw&redir_esc=y#v=
onepage&q=optimal%20arousal%20theory%20in%20tourism&f=false
Kothari, C. (2004). Research Methodology: Methods and Techniques (2nd ed.). New
Delhi: New Age International Limited Publisher.
Macionis, N. (2004). Understanding the Film Induced Tourist. International Tourism
and Media Conference Proceedings, Monash University, Melbourne, 86 - 97.
Retrieved from
https://www.researchgate.net/publication/228790015_Understanding_the_film-
induced_tourist
Maddeaux, S. (2017, July 12). How Game of Thrones-inspired tourism became a
lucrative travel trend. National Post. Retrieved from
https://nationalpost.com/travel/how-game-of-thrones-inspired-tourism-became-a-
lucrative-travel-trend
Pearce, P. (2011). Travel Motivation, Benefit and Constraints to
Destinations. Destination Marketing and Management: Theories and Applications,
Retrieved from https://books.google.co.uk/books?
hl=en&lr=&id=ZvJxtWtlFTUC&oi=fnd&pg=PA39&dq=travel+motivation&ots=E6adLn
w265&sig=X3fW5MDcRCLCwE7yWHk1DJoBZCw&redir_esc=y#v=onepage&q=trav
el%20motivation&f=false
Pender, L., & Sharpley, R. (2005). The Management of Tourism . London : SAGE
Publications.
Plantinga, F. (2017). The Perceived Image of Helsinki as a Tourist Destination in
The Netherlands (Degree Dissertation). Retrieved from
https://core.ac.uk/download/pdf/84794333.pdf
72
Prentice, R. (2004). Tourist motivation and typologies. A companion to tourism, ,
264-267. Retrieved from https://books.google.co.uk/books?
hl=en&lr=&id=nePEB4e3Y0EC&oi=fnd&pg=PA261&dq=optimal+arousal+theory+in+t
ourism&ots=6295x0D7Hd&sig=c49oTqse8eSn2BH8-
d_0EVVIwUo&redir_esc=y#v=onepage&q=optimal%20arousal%20theory%20in
%20tourism&f=false
Punch, K. (2003). Survey Research: The Basics. London: SAGE Publications.
Radman, M. (2017). How Dubrovnik Benefits and Loses Being King’s Landing. The
Dubrovnik Times. Retrieved from
https://www.thedubrovniktimes.com/lifestyle/feature/item/2945-game-changer-how-
dubrovnik-benefits-and-loses-from-being-king-s-landing
Rodriguez, C. (2015, March 30). Game of Thrones Is Transforming Croatia Into a
"Kingdom Of Tourism" and Set-Jetting. The Forbes. Retrieved from
https://www.forbes.com/sites/ceciliarodriguez/2015/03/30/game-of-thrones-is-
transforming-croatia-into-the-kingdom-of-tourism/
Saunders, M., Thornhill, A., & Lewis, P. (2019). Research Methods for Business
Students (8th ed.). Harlow: Pearson Education Limited.
Singh, K., & Best, G. (2004). Film-Induced Tourism: Motivations of Visitors to the
Hobbiton Movie Set as Featured in The Lord of The Rings. International Tourism and
Media Conference 2004, Monash University, 98-111. Retrieved from
https://www.researchgate.net/publication/251790011
Smith, E. (2008). Using Secondary Data in Educational and Social Research (2nd
ed.). Berkshire: McGraw Hill-Education.
73
Snepenger, D., King, J., Marshall, E., & Uysall , M. (2006). Modeling Iso-Ahola’s
Motivation Theory in the Tourism Context. Journal of Travel and Research , 45(2),
doi: https://doi-org.libaccess.hud.ac.uk/10.1177%2F0047287506291592
Spears, D., Josiam, B., Kinley, T., & Pookulangara , S. (2012). Tourist See Tourist
Do: The Influence of Hollywood Movies and Television on Tourism Motivation and
Activity Behavior., Retrieved from
https://core.ac.uk/download/pdf/46947669.pdf#page=62
Stopher, P. (2012). Collecting, Managing, and Assessing Data Using Sample
Surveys. New York: Cambridge University Press.
St-James, Y., Darveau, J., & Fortin, J. (2017). Immersion in film tourist
experiences. Journal of Travel and Tourism Marketing, 35(3), 273-284. doi:
https://www-tandfonline-com.libaccess.hud.ac.uk/toc/wttm20/current
Tuclea, C., & Nistoreanu, P. (2011). How film and television programs can promote
tourism and increase the competitiveness of tourist destinations. Cactus Tourism
Journal, 2(2), 25-30. Retrieved from
https://s3.amazonaws.com/academia.edu.documents/41214432/02faf4f6987d7a28fb
000000.pdf20160115-19908-1qomcj4.pdf?response-content-disposition=inline%3B
%20filename%3DHow_film_and_television_programs_can_pro.pdf&X-Amz-
Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAIWOWYYGZ2Y53UL3A
%2F20200109%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-
Date=20200109T203207Z&X-Amz-
Expires=3600&X-Amz-SignedHeaders=host&X-Amz-
Signature=8dac70f364138eef1872af19e0a6cc46f920b07b2bb3f052a11c75e5f9287c
b2
Vagionis, N., & Loumioti, M. (2011). MOVIES AS A TOOL OF MODERN TOURIST
MARKETING. TOURISMOS: AN INTERNATIONAL MULTIDISCIPLINARY
JOURNAL OF TOURISM, 6(2), 353-362. Retrieved from https://s3.amazonaws.com/
74
academia.edu.documents/52697428/MOVIES_AS_A_TOOL_OF_MODERN_TOURI
ST_MARKE20170419-3271-aafkk3.pdf?response-content-disposition=inline%3B
%20filename%3DMovies_as_a_Tool_of_Modern_Tourist_Marke.pdf&X-Amz-
Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAIWOWYYGZ2Y53UL3A
%2F20200109%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-
Date=20200109T191303Z&X-Amz-Expires=3600&X-Amz-SignedHeaders=host&X-
Amz-
Signature=7507faf2bc1e5bc6eecbfff3aa74af6dd62a9a4e1e532cbe32145e32ca1721
e6
VanderStoep, S., & Johnston, D. (2009). Research Methods for Everyday Life (1st
ed.). San Francisco: Jossey-Bass.
Vogt, W., Gardner, D., & Haeffele, L. (2012). When to Use What Research Design.
New York: The Guildford Press.
Yasin, B., Fakhri, B., & Y, Z. (2017). The role of travel experience and gender on
travel information source selection. Journal of Hospitality and Tourism
Technology, 8(2), 269-310. doi: DOI:10.1108/JHTT-01-2017-0002
Yen, C. & Croy, W. (2013). Film tourism: celebrity involvement, celebrity worship and
destination image. Current Issues in Tourism, 19 (10), 1027-1044. doi:
10.1080/13683500.2013.816270
Yasin, B., Fakhri, B., & Y, Z. (2017). The role of travel experience and gender on
travel information source selection. Journal of Hospitality and Tourism
Technology, 8(2), 269-310. doi: DOI:10.1108/JHTT-01-2017-0002
75
1.1 Appendices
Appendix 1: Online Questionnaire
76
77
78
79
80
81
82
83
84
Appendix 2: Ethical Review Form
85
86
87
Appendix 3: Responses to Question 20
88
89
90
Appendix 4: Distribution of Survey to Facebook Groups
91
92
93
94
Appendix 5: Research Plan
95
