Insights on the Film Tourism and Archéocinema for the Promotion of Heritage Tourism: A Critical Review
Keywords:
Media communication, computer-based visualisations, virtual and augmented reality, virtual recreation, film tourism, destination image, destination marketing, iHERITAGE Project, Nabataean Petra, London Charter and the Seville PrinciplesAbstract
The link between Cultural Heritage (CH), media, and film tourism has gained increasing attention in the
literature over the last two decades. The 21st-century film tourism industry edutainment must reflect the experiences of
21st-century digital/virtual requirements. Film tourism is often considered a potential marketing channel for World
Heritage Sites (WHS) and CH tourism. Limited research addresses how heritage film tourism providers employ and deal
with the film industry and Archéocinema media for marketing communication. This paper attempts to discuss the
relationship between the capability of heritage film tourism as a promotional tool combined with Archéocinema in
constructing the optimistic destination image of heritage tourism and experience as it flows in both physical places and
virtual environments. It argues that both environments, as dynamic and generate meanings, merge, and embody
subjectivity and objectivity now in one process. This process suggests building a critical, informative, and promotional
purpose by engaging in storyline and storytelling, learning about what and how film tourism and Archéocinema can offer
and representing it in a modern key within and beyond the physical dimensions of place in an ethical and transparent
approach according to the London Charter and the Seville Principles.
