抄録
This paper examines screen tourism, the role of films and TV series as drivers for cultural affinity and tourism, from the perspective of public diplomacy, soft power and nation branding, making an investigation into tourism history of 50 years in Britain. A great deal of research has been conducted on screen tourism, and much attention has been paid to local destinations hosted filming or depicted on films and TV series. However, little research has explicitly examined national impact encompassing public diplomacy, soft power and nation branding, although screen tourism is called potential drivers to generate soft power and nation branding by UNWTO. Major findings from archival research are film tourism in Britain has played pivotal roles in strengthening Public Diplomacy and Nation Branding in partnership with private and public sectors. Above all, VisitBritain, Britain’s National Destination Marketing Organization, has spearheaded screen tourism initiative in a strategic manner to effectively communicate with publics around the globe as well as to capture global attention to Britain prior to Royal Events and Ceremonies, Olympic and World Cup. Furthermore, the study revealed that VisitBritain has fulfilled screen tourism to control crisis in an appropriate manner; movie map promotion after BSE, Harry Potter and the Philosopherʼs Stone film tourism campaign after SARS and September 11, and Da Vinci Code film tourism campaign after London Bombings.
