The influence of nostalgic films on consumer choice movie-induced tourism : a Harry Potter case study

Abstract

Nostalgia and film form the basis of this study, by exhibiting the experiences and views of Maltese individuals who have grown up watching the Harry Potter films and visited the United Kingdom. Films are a source of visual representation, upon which it provides information on destinations, creates a sense of awareness, initiates interest, incites desires and formulates specific destination images, which in turn results in decision making. By analysing the element of nostalgia as a motivational driver in tourism, the study provides insight into the reasoning behind consumers’ choice in visitation. A qualitative case study research method, specifically focus groups, was adopted, utilising self-designed questions. The researcher examined and analysed first-hand views and experiences from six participants who grew up watching the Harry Potter films and had previously travelled to the United Kingdom (UK). Factors such as film tourism, nostalgia pertaining the Harry Potter film series, travel motives and perceptions of the UK were studied. Secondary data, through literature collected from books and academic journals, further credited the research. The results indicate that nostalgic motivational drivers influence consumers’ choice in visitation. However it is not as distinguishable as other motivational factors, which more adequately embody one’s self-identity presently. Yet the pull that familiarity and nostalgic sentiments play in consumer’s choice and visitation to certain sites, which encapsulate the undertone of a nostalgic film (in this case the Harry Potter films), lead the researcher to integrate a new category in Croy and Heitmann’s (2011) film tourist typology, which centres around the concept of nostalgic motivational drivers, based on cultural significance and personal meaningfulness of one’s life experiences, acting as a source of self-identity and how one reconvenes with their memories. The study concludes that the influence of films acts as an image formation agent to one’s perception of a place; that even though it may be a romanticised depiction, it entices people to visit the place. Nonetheless, the exposure to other information sources creates an alternate image of place that is more representational of the true nature of the UK. Recommendations for future research to further evaluate the new category proposed in Croy and Heitmann’s typology is provided, while supplementary studies that would close the gaps in film tourism and motivational drivers are addressed in the conclusion.