FROM DREAMY DECORS TO TOURIST DILEMMAS: EXPLORING THE ROLE OF INDIAN FILM TOURISM IN DESTINATION IMAGE FORMATION (WITH A FOCUS ON MALAYALAM, HINDI, AND OTHER REGIONAL CINEMAS)

Abstract

Abstract

Indian cinema, encompassing Bollywood and vibrant regional industries like Malayalam, Tamil, and Telugu, has become powerful in shaping destination image. This paper explores the elements of film tourism – how movies showcase locations, create emotional connections, and influence travel decisions.  Through the analysis of well-known movies across different Indian languages (e.g., Dilwale Dulhania Le Jayenge (Hindi), Dil Se. (Hindi), Kumbalangi Nights (Malayalam), Queen (Hindi)), the paper examines the benefits (boost in tourism, economic advantages) and potential drawbacks (excessive glamour, unrealistic expectations) connected with film tourism. Furthermore, it will address the promotional strategies used by destinations to leverage film tourism and the wider societal implications, encompassing cultural preservation and the risk of cultural standardization.