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It is widely believed that nothing unites India more than Cricket and Bollywood. Indian spending on foreign travel has increased to four fold as compared to that in the year 2000. While entire Europe and USA are still struggling to come out of recession, as per an estimate, Indian travellers are expected to grow to 50 million from 9 million. These statistics have enticed tourism boards across the world to find multiple avenues to have maximum share of this ever growing pie. Indian middle class is riding high on its growing affluence, and is exploring new locales and destinations to satisfy its craving for the distinct holiday experience. Indian outbound market is sending strong growth signals to the Tourism Boards and National Tourism Boards (NTBs) globally, who have been experimenting for novel ways to tap this market within their restricted resources. Recent studies by global researchers have established the positive influence of films, on people‟s travel decisions, especially to the respective locations and destinations featured on the silver screen. With its glossy and larger than life portrayal in the films, some of these destinations have successfully captured the imagination of movie goers and enticed them to visit the places where films are believed to be shot. Unlike the promotional films made for tourism boards, films are considered more authentic as coming from a third party, hence portrayed with a neutral approach. Through this paper, we have tried addressing the concerns in quantifying the impact of film-induced tourism. We have also covered the factors responsible for hindrance or limiting the impact on destination promotion, which was shown in the particular film.
Mitta et al. (Mon,) studied this question.