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TOURISM THROUGH THE LENS: FILM AS A TOOL FOR GLOBAL PLACE PROMOTION | International Journal of Advances in Business and Management Research (IJABMR)
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Articles
DOI: 10.62674/ijabmr.2026.v4i01.009
Published: 2026-09-12

TOURISM THROUGH THE LENS: FILM AS A TOOL FOR GLOBAL PLACE PROMOTION

St. Xavier’s College (Autonomous), Calcutta, 700016 West Bengal, India
Asansol Engineering College, Asansol, 713305 West Bengal, India
Cinematic Representation Narrative Landscapes Screen Tourism Tourism Impact Visual Culture

Abstract

Cinema is more than a medium of entertainment; it is a powerful cultural force that shapes perceptions, emotions and human behaviour. Through compelling narratives and visually engaging storytelling, films influence the way audiences perceive destinations, cultures and identities. One of the most significant yet relatively underexplored outcomes of this influence are film-induced tourism, that is, tourism associated with film sets and the destinations in which films are shot. This study examines the role of cinema as an agent of tourism development by analysing how films contribute to destination branding, image formation and tourism demand. Adopting a qualitative case study approach, the research explores three internationally recognised examples: Lost in Translation (Tokyo, Japan), Sonar Kella (Rajasthan, India) and Borat (Kazakhstan). These cases represent diverse dimensions of film tourism, ranging from positive destination promotion and cultural appreciation to controversial portrayals that shape international perceptions. The study investigates the mechanisms through which cinematic narratives influence travel motivations, enhance destination visibility and generate economic and socio-cultural benefits for local communities. At the same time, it critically examines the ethical implications of cinematic representation, including stereotyping, cultural commodification, authenticity and the challenges of managing tourism growth. By comparing the three cases, the research highlights the opportunities and limitations of leveraging cinema as a strategic destination marketing tool. The findings suggest that films can transform ordinary locations into globally recognised tourism brands when supported by effective destination management and sustainable tourism policies. Ultimately, this study contributes to the ongoing discussion on film-induced tourism by highlighting the potential of cinema not only as a means of artistic expression but also as a driver of tourism development, cultural exchange and place identity in an increasingly globalised world.

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How to Cite

Sengupta, H., & Kanjilal, P. (2026). TOURISM THROUGH THE LENS: FILM AS A TOOL FOR GLOBAL PLACE PROMOTION. International Journal of Advances in Business and Management Research (IJABMR), 4(1), 96–109. https://doi.org/10.62674/ijabmr.2026.v4i01.009

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Article Contents

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Journal title

International Journal of Advances in Business and Management Research (IJABMR)

ISSN (online)

2584-1718

Publisher's name

Swami Vivekananda Global Academy, India

Established Since

2023

Email Id

info@ijabmresearch.org

DOI Prefix

10.62674/ijabmr

Peer Review

Double Anonymous Peer Review

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CC BY-NC-ND

Open Access

Yes

 

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