Nation branding: marketing New Zealand via movie set tourism
DOI:
https://doi.org/10.24426/zngsw.v17i0.160Słowa kluczowe:
marka kraju, budowanie świadomości marki, strategia marketingowa, marketing turystyczny, turystyka filmowa, turystyka międzynarodowa, Nowa ZelandiaAbstrakt
Artykuł porusza kwestie budowania marki kraju oraz zmiany postrzegania kraju (rebranding) za pomocą strategii odnoszącej się do filmów, których produkcja odbyła się na terenie danego kraju. Nowa Zelandia swoją strategię marketingową skierowaną do wielbicieli kina oparła w większości na skojarzeniach z twórczością J.R.R. Tolkiena („Władca pierścieni”, „Hobbit”) poprzez wykreowanie w świadomości odbiorcy wizerunku kraju jako mitycznej krainy Śródziemia. Celem artykułu jest ukazanie, jak w oparciu o unikatową strategię marketingową można wykreować spójny, jedyny w swoim rodzaju, łatwo rozpoznawalny wizerunek kraju.
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