Film tourism is a growing phenomenon worldwide. However, many tourism organizations
have been slow to tap the potential benefits of film tourism, perhaps due to a lack
of knowledge, research, or evidence that explains the potential of film tourism.
This article presents a conceptual framework for understanding the film tourism
phenomenon and, then, using a case study method, reports on the tourism impacts of
Captain Corelli's Mandolin on the Island of Cephalonia in
Greece. The case supports previous research claiming that films can have a powerful
influence on travel decisions. It also shows that film tourism is not always
directly related to the success of a film or the marketing activities of Destination
Marketing Organizations. Implications for destination marketers are discussed.
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