Abstract:
Filmic images influence how we see the world and filmic tourists visit places to
experience the image they have seen on the screen. New Zealand is an example of
a destination that has embraced the relationship between film and tourism. Through
its box-office success and the associated tourist promotions, The Lord of the Rings
(TLotR) film trilogy has exposed New Zealand's landscapes to a global audience of
potential travellers.
This study analyses the landscape portrayal in the first and second film of
TLotR and filmic tourists' experiences of these landscapes. As with many other film
tourism destinations, the screen locations are a mix of real landscapes, film sets, and
digital enhancements. Thus, the tourist will not necessarily be able to experience the
landscapes of the films. This results in implications regarding the sustainability of film
tourism and tourism management.
The study employed an overall interpretive approach to analyse the landscape
portrayal in the films and filmic tourists' experiences. Triangulation was used to
reveal iconic landscapes of the films. Empirical research was undertaken with three
tourism operators offering TLotR themed products: a half-day tour of the Hobbiton
location in Matamata, a half-day jeep safari tour around Queenstown, and a multi-day
tour of 'New Zealand as Middle-earth' for TLotR enthusiasts. Filmic tourists' experiences of former TLotR film sites are explored in these case studies.
The cultural landscapes portrayed in the films are a combination of actors' performances, narratives in the plot, film sets and digitally generated images. New
Zealand's landscapes were used as geography, metaphor and spectacle as part of
the narrative. This study determined that Hobbiton, Rivendell and Edoras were the
three main iconic landscapes of the films. The findings show that the more perfect
the representation of hyper-reality in the tours, the higher the satisfaction and the
more enhanced the tourist experience. Filmic tourists desire to step into the film set
and to be part of the film when re-enacting film scenes. In addition, guides integrate
stories about the challenge of filmmaking or behind-the-scenes' anecdotes, which
served to enhance the fascination and 'authenticity' of the experience.
There is still a need for more information and support to ensure high quality
interpretation and guiding given the importance of these aspects in mediating tourist
experience and informing resultant levels of satisfaction. By better understanding
how filmic tourists experience these cultural landscapes, tourism operators and
destination marketers can better meet expectations, thereby expanding the beneficial
effects of film tourism on destinations.
