Publication: Reposicionamiento de la imagen turística de Brujas a través del cine: de ciudad de cuento a ciudad de thriller
Authors
Martínez Puche, Salvador
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Publisher
Universidad Complutense de Madrid
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DOI
https://dx.doi.org/10.5209/PEPU
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info:eu-repo/semantics/article
Description
Abstract
El concepto de marca destino engloba todos aquellos aspectos relevantes y necesarios para construir en la mente de los públicos una determinada imagen de un lugar, destacando sus atractivos, identificando sus valores y generando una interacción afectiva con los destinatarios2. Sin duda, la creciente proliferación de países, regiones y ciudades que buscan diferenciarse de la competencia e incrementar así el número de turistas, ha transformado los espacios geográficos en espacios simbólicos dotados de significados emocionales, que los hacen todavía más deseables. La publicidad convencional, por su capacidad y su función persuasiva, ha desempeñado un relevante (y casi exclusivo) papel al respecto. Sin embargo, la ficción cinematográfica también ha contribuido con su gran poder evocador a consolidar o modificar la percepción y los imaginarios sobre algunos destinos turísticos, induciendo de paso la posterior visita. Por eso, recientemente se ha revitalizado el vínculo entre turismo y cine, dos experiencias eminentemente visuales, para poner en marcha eficaces estrategias de movie tourism3 tendentes a crear, facilitar y promocionar nuevos productos de consumo turístico. En este artículo vamos a analizar el caso del filme In Bruges (2007), que ha propiciado, por una parte, la (re)visión de la tradicional imagen turística de esta ciudad histórica belga y, por otra, ha generado una ruta urbana (movie map) que recorre las localizaciones del rodaje.
The concept of destination brand includes all those relevant and necessary aspects to construct in the mind of the public ones a certain image of a place, emphasizing his attractions, identifying his values and generating an affective interaction with the addressees. Undoubtedly, the increasing proliferation of countries, regions and cities that seek to differ from the competition and to increase this way the number of tourists, has transformed the geographical spaces into symbolic spaces provided with emotional meanings, which make them even more desirable. The conventional advertising, for her capacity and her persuasive function, has played the relevant one (and almost exclusive) role in this respect. Nevertheless, the cinematographic fiction also has helped with her great evocative power to consolidate or modify the perception and the imaginary ones on some tourist destinations, inducing of step the later visit. Because of it, recently the link has been revitalized among tourism and cinema, two eminently visual experiences, to start effectives strategies of movie tourism tending to create, to facilitate and promote new products of tourist consumption. In this article we are going to analyze the case of the movie In Bruges (2007), which has caused, on one hand, the (re)vision of the traditional tourist image of this historical Belgian city and, for other one, has generated an urban route (movie map) that crosses the locations of the filming.
The concept of destination brand includes all those relevant and necessary aspects to construct in the mind of the public ones a certain image of a place, emphasizing his attractions, identifying his values and generating an affective interaction with the addressees. Undoubtedly, the increasing proliferation of countries, regions and cities that seek to differ from the competition and to increase this way the number of tourists, has transformed the geographical spaces into symbolic spaces provided with emotional meanings, which make them even more desirable. The conventional advertising, for her capacity and her persuasive function, has played the relevant one (and almost exclusive) role in this respect. Nevertheless, the cinematographic fiction also has helped with her great evocative power to consolidate or modify the perception and the imaginary ones on some tourist destinations, inducing of step the later visit. Because of it, recently the link has been revitalized among tourism and cinema, two eminently visual experiences, to start effectives strategies of movie tourism tending to create, to facilitate and promote new products of tourist consumption. In this article we are going to analyze the case of the movie In Bruges (2007), which has caused, on one hand, the (re)vision of the traditional tourist image of this historical Belgian city and, for other one, has generated an urban route (movie map) that crosses the locations of the filming.
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Cine , Promoción turística , Imagen , Movie maps , Turismo , Tourism , Cinema , Tourist promotion , Image , Movie maps
Citation
Pensar la publicidad, Revista Internacional de Investigaciones Publicitarias, vol. 4, núm. 1, 2010 pp.: 147-166
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