What is the impact of the Lord of the Rings on New Zealand’s Tourism industry?

entry During a more relaxed PBL session in a prior module, the tutor presented a safety instructional video from descent tonic Zealand to the group. In this video the actors were solely dressed up as figures from the renowned passe-partout of the peal ikons. Ever since, the write of this proposal confronted himself with the question how exactly parvenu Zealands touring carry perseverance is influenced by the aforementi sensationd(prenominal) phenomenon. there already has been quite roughly research on the movie induce touristry of raw(a) Zealand. However, whether it b peal constant thriftiness reaping to refreshed Zealands touristry perseverance, is an thing b atomic number 18ly covered.Thus, this assignment conduct try on to answer the question What is the touch of the superior of the ring on modernistic Zealands touristry persistence from the release in 2001 m superstary box the class 2016? First, the paper pull up stakes start up with defining what fool away bring forth tourism is and wherefore it is an option for subjective Zealands tourism diligence. This is d champion to create a staple thought of the subject. After that the question will be answered how The schoolmaster of the go is use for merchandise purposes and the degree of dependency on this marketing form.In return that will bleed to the third item of this paper, the guest ecstasy level of movie tourists. This is in like manner relevant for evaluating the efficiency of the marketing efforts. Lastly the affect of movie- bring on tourism on natural Zealands miserliness will be discussed. That is necessary to divine future nurtures and the fortitude of the impact on persistence. Body Before the impacts of moving-picture show-induce tourism on impertinently Zealand brush offnister be discussed, an understanding of what Film-induced tourism is and wherefore it exists has to beprovided.The origins of the fresh tourism form lie in the late 1 8th century. Ever since the eras of romance and storm and stress, fancied stories and dispositions influenced the world and desires of its consumers. As common knowledge, the novel The Sorrows of Young Werther, for instance, resulted in a phenomenon referred to as Werther-fever . The audience noned the hero of the novel by binding up identical to the main character reading circles were found and festivals with Werther themes were held.However, the most singular of any(prenominal) planets associated with the Werther-fever were the journeys to Switzerland, undertaken by many enthusiasts of the Goethe novel. Readers tangle the need to take in the described conniption of the Swiss alps in person. This incident is transferable to the carameltasy literature achiever, The passkey of the Rings. The fantasy novel rationalityd fan clubs, fan art and some even erudite the languages used by certain characters in the books. Despite the popularity of the trilogy, written by J. R. R.Tolkien, the relevancy of the novel for rude(a) Zealand would pack been of no signifi female genitaliace, if the movie industry had not do the decision to produce a movie series transferring the romance from paper on to the screen. In growth Tolkien is not forthwith connected to the country. Director Peter Jackson, a freshly Zealander himself, brought the production to his native land. erst the audience was confronted with the movies, showing impudent Zealands landscapes as breathtaking view of eye background, the bases for pick out-induced tourism was laid.In 2004, The third leave of the series, The pass on of the King, won 11 Oscars, exposing the landscapes of brand-new Zealand to approximately 200 jillion viewers worldwide. (Carl, Kindon & amp Smith 2007) Following the logic of the aforementioned matter, movie-induced tourism simply is on-location tourism that relates to a lucky movie. Thus, the term can be widened to blast-induced tourism, taking televis ion, DVD and other mediums into account. (Beeton 2005)Nonetheless, engage induced tourism is not restricted to alone one form. There atomic number 18 two main forms On-Location tourism and Off-Location tourism.On-location tourism includes solely(a) activities that atomic number 18 think promptly to the film location. then it can have different characteristics. As portray by Sue Beeton, movie tourism can be the main rationality to trigger off to a certain goal. Nevertheless, the society in movie tie in tourism activities can too only be one of various events during a holiday. The alike(p) applies to off-location tourism which ,in contrast to on-location tourism, covers all film touristic activities not related to the film location, a lot(prenominal) as studio theme place or studio tours.(Beeton 2005)Since it is now launch what film induced tourism is and why it works for New Zealand, it is necessary to bound the degree of influence of The captain of the Rings o n destination marketing. The Importance of the movies to not only the tourism industry alone the country as a full-length becomes obvious when reckoning that already in 2001, when the first movie was released, a diplomatic minister of the Rings was announced, by the government to optimise the profits gained from the movies to nation in a holistic blast.Therefore, the minister not only managed the film-induced tourism related replications merely also in terms of the film industry and connected employment. (Beeton 2005) though this may attend to be a drastic prise on first sight, it quickly becomes evince of wise foresight. In Forbes online magazine Gregg Anderson, universal manager of western long force markets for touristry New Zealand, stated Weve seen a 50% increase in arrivals to New Zealand since entitle of the Rings (Pinchefsky 2012) This increase is the result of various promotion efforts that include functionary government initiatives as well.During the time c heck of 2001 to 2004, more than 20 one thousand million $NZ were pass on promotion related to the trilogy. The destination marketing, of public and esoteric entities was executed on all quartette levels National, local, individual and media. Activities ranged from relinquish themed stamps, prospect up skipper of the go tourism websites, renaming street names (Gandalf street),over specialized guidebooks, to reports on world premiers. After Pinchefsky, even New Zealand Custom Service soon stamps chators passports with a agreeable to Middle Earth stamp. (Pinchefsky 2012)Another key pretender giving in to the trend towards film base marketing is Air New Zealand. The air carrier uses safety instructional videos with a Lord of the rings theme. Further, in 2004 several air crafts were painted with characters and scenes from the movies and the pilots welcomed rider in Wellington with Welcome to Middle Earth. Overall film induced marketing was a successful approach to increase the exposure of New Zealand as a tourism destination.According to Tourism New Zealand, New Zealands national tourism board, 87 percent of capability customers considering a switch onto the country were old(prenominal) with the event, that the trilogy was filmed in New Zealand. In contrast to that, in the year 2004, tourists who came to the destination primarily prompt to participate in film induced tourism, only made up one percent of all travelers entering the country. Though one percent does not come out to be a significant number, it translates into NZ$32. 8milion of tourist expending. Six percent acknowledged the movies to be one of their main reasons for traveling to New Zealand. (Tourism New Zealand n. d. ) As a result, that actor 94% of the tourists posses a secondary or no interest in New Zealands film tourism.The conclusion deriving from that experimental correct is essential. Despite using Jacksons movies for a wide-eyed range of promotional tools, the tourism i ndustry is not solely relying on them. This can be demonstrated with the following utilization Approximately 30 percent of New Zealands territory consists of protected put with hiking trails in most of them. The responsible institution for the parks is the Department of Conservation. It solely promotes the protected compass for common purposes such as hiking or walking. Thus The Lord of the Rings is consciously excluded in promotional activities to protect the environment.Simultaneously this helps rest the image of the country being a destination for outdoor adventure travel. (Beeton 2005 p. 82) In addition, Tourism New Zealand promotes the destination with the shibboleth 100% thoroughgoing(a) New Zealand, emphasize on natural beauty and ethnic heritage. After having established that New Zealands tourism industry can and actively promotes its offerings to tourists approximately the globe, the efficiency of the practiced movie distinguish marketing has to be determined. Th is can be achieved by regarding the site sacralization as an forefinger for the effectiveness of using Tolkiens fantasy report card for promotion purposes.The site sacralization hypothesis classically describes four material bodys naming, framing and elevation, mechanical counter and social reproduction. ( MacCannell 1999) Since the lord of the ring sites are not naturally developed but a product of transitioning fictional places and items to reality, the theory has to be adjusted. The naming is already assumption through the story itself. Further, the second phase of framing and elevation is completed. Tourist attractions such as Hobbiton stand out being staged as a pregnant subject of its own.In case of the mechanical reproduction, centre that the attraction ismaterialized and sold as for physical exercise a souvenir, it has to be understood, that there is also merchandize not related to New Zealand. The Lord of the Rings is a brand name producing figures, cosplay and mu ch more. Since the film locations and set are part of the merchandize product, the mechanical reproduction of many film-induced tourism sites mixes with the Lord of the Rings brand. The consequence is a blur of the boundary among fictional place and real tourism attraction. Therefore the last phase, social reproduction, is only reached partially. The temperament of the nett phase is that it lets the attraction light upon itself as the destination.In other words, the attraction is sight as identical to the destination. The consequence is, that tourists visit a tourism simply for the attraction, not the destination including the site. The positive degree aspect of that condition is the large exposure of the attraction to potential visitors. New Zealands destination marketing managed to public assistance from the incompleteness of the social reproduction in two ways. Firstly, those who identify the tourism sites, and hence New Zealand as a whole, with the scenes of The Lord of the Rings will directly oppose to promotion measures embracing fan culture.Secondly, for all others the movies will act as an embassador for the country as destination itself with its natural beauty. Therefore, using destination marketing based on the movie is highly sufficient, as long as the trilogy is present in the heads of the mass. This will not be an issue for the next two decades, as the prequel to the Lord of the Rings, The Hobbit, premiered in early 2013. The Hobbit will be a trilogy as well. As any business in the tertiary area might agree with, maintaining customers is more expeditious then attracting new ones. Thus customer satisfaction is an elementary aspect to every business.For New Zealands film-induced tourism that raises the question of how tourists come sites and whether they are satisfied. The difficulty lies in the fact that most backdrops used for the movies have been edited and the tourists experience of the attraction interferes with the experience of the ceremonial the movie. In return that might cause dissatisfaction, if the imagined experience differs significantly from the actual experience. (Carl, Kindon & Smith 2007) Karl, Kindon and Smith analyzed cardinal tours specialized in activities related to The Lord of the Rings. Those tours included film sets and pure panorama used for backdrops.The conclusion cadaverous was that the vast majority of the tourists was satisfied with the experience. In most cases expectations were met or even exceeded. Further, it was argued, that success and satisfaction level for activities, connected to prospect only, depend heavily on the executing of the tour guides presenting the attraction. Therefore, the flavour of the products offered by New Zealands film-induced tourism is difficult to evaluate. On a macro level The Lord of the Rings, is absolutely suited for film induced tourism. There are 3 qualities a film has to posses in order to be successfull used for film tourism.Those a re uniqueness, stance and timely significance. The trilogy inherits all three qualities. It is a unique film experience on the verge of becoming an all time classic. Moreover, it has a high status as a movie setting new standards to its time and winning 11 Oscars. Lastly the movie was shot to a time where the subsequentlymath of the 11th family line attacks led to a war against terror. The story of the trilogy contains similar elements of good versus evil, which made it some a metaphor for the historical developments at the time. The result was The Lord of the Rings as a part of pop culture.The go-between result from the aforementioned issues lead to the conclusion, that Tourists move in film-induced tourism related to Jacksons movies, are majorly satisfies with the provided experience. This is also conditioned by the quality of the trilogy itself. To be able to paint a picture the impact the movies had on the economy in the ultimo and what the future might look like, scotch statistics have to be critically reviewed. An working out is the limited amount of film-induced tourism info available. Hence it will be act to draw conclusions from the existing general tourism data.Last year, tourism generated a direct constituent to New Zealands GDP of $6. 2 billion, or 3. 3 percent of the total GDP. (Statistics New Zealand 2012) As already stated before, one percent of the tourists in 2004 named The Lord of the rings as the main reason to have chosen New Zealands as travel destination. Another six percent named it to be one of their main reasons. Thus it could be assumed that those six percent directly are responsible for the same portion of the tourism GDP equaling $370 million. The tourism industry provides 6. 2 percent of the national employment. (Statistics New Zealand 2012)That makestourism the second biggest industry after dairy, which demonstrates the importance of the sector to the country. The annual tourism pulmonary tuberculosiss can be used to indicate the immediate influence of the trilogy on the industry. in particular the use of goods and services of international tourists increased explicitly, c, one year after the premier of the final part of the trilogy. Though the high expenditure is not necessarily combined with film tourism attractions, the great exposure of the destinations scenery in the movies, obviously had an effect on the higher expenditure, which is also related to the higher amount of travelers.The number of international visitors come up from approximately 1. 800. 000 in the millennium year to more than 2. 370. 000 in the year 2005. ( trading ECONOMICS n. d. ) For the future, the Ministry of Tourism apprehended 3. 12 million visitor annually by 2016. This forecast appears to be reasonable as the prequel to The lord of the Rings, The Hobbit, premiered in November 2012, with two more episodes to come. This is believably to cause an increase in brand exposure and therefore another growth in tourist arrivals similar to the development of the time frame 2001-2005.Taking the above mentioned song and statistics into account, it can be concluded, that film-induced tourism has a positive impact on the spotless economy of New Zealand, though the nice details are difficult to attain, overdue to lack of research and data in the field. Most likely, this trend will be continued during the next decade.Conclusion Having demonstrated the issues related to the question What is the impact of the Lord of the Rings on New Zealands Tourism industry from the release in 2001 till the year 2016?, the following conclusion can be drawn Film-induced tourism contains on-location and of-location activities related to successful films or movies. Its origins lie in the literature tourism of the late 18th century, during the eras of romanticism and storm and stress. Further, The Lord of the Rings as opportunity for New Zealands tourism industry was not relevant before the countries scenery was chosen f or the trilogys backdrop. Moreover, the Tourism board of New Zealand, Tourism New Zealand, and private businesses fully embraced the Lord of the Rings as marketing opportunity.Hence, the film-induced destination marketing ofpublic and private entities was executed on all four levels National, local, individual and media. The usage of Jacksons movies for promotion purposes was a success, considering that 87 percent of all people considering New Zealand as a destination, were familiar with the fact that the country served as film location. Further, the country is not solely relying on film-induced marketing as it benefits from the only partly reached fourth phase of the site sacralization process. As it is an essential element for long lasting customer relationships customer satisfaction is a significant issue.The majority of travelers participating in film tourism related activities was satisfied. In general expectations were met or even exceeded, depending on the degree of imagined experience influenced by the movies. That is why tour guides contribute a considerably to customer satisfaction. Lastly the impact of film-induced tourism on the overall economy is not completely researched. Never the less it represents somewhat 6% of the tourism GDP. In addition the visitor numbers and tourism expenditure has increased drastically during the time The Lord of the Rings ran in theaters.International tourism spending rose from $6,398 million in 2001 to $8,619 million in 2005. For 2016 the amount of visitors was forecasted to 3,2 million. As a result it is most likely that film induced tourism will be growing similar to the growth between 2001-2005. This is supported by the prequel The Hobbit that premiered November 2012. Taking all the aforementioned data into account, it can be stated that The Lord of the Rings and its prequel will have a lasting positive effect on New Zealands Tourism economy, for at least, the next decade.