Using destination branding to attract
Date
2011-06-15
Authors
McLaughlin, Jennifer
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Abstract
The objective of this research was to understand the role played by destination
branding in attracting South African filmmakers to the province of Gauteng. This
was done by analysing the perceptions of Gauteng as well as the decision-making
factors employed by South African film industry experts when selecting a filming
location.
Qualitative research was employed, using content analysis to extrapolate results
gleaned from semi-structured one-on-one interviews. The sample consisted of a
total of twelve location scouts, location managers, and producers who are each
currently active in South Africa’s film industry.
Key findings included respondents’ overall positive attitude toward Gauteng,
which they cited as an excellent place to work. Furthermore, the excellent yearround
weather in Gauteng, as well as the professionalism of its crews, adds to the
draw of working in Gauteng. While crime is seen as a negative factor, it does not
prohibit filmmakers from working in Gauteng. On the whole, respondents believe
Gauteng to be a more attractive place for film than any other South African
province. To better assist them in their work, they would like to see a more robust
Gauteng Film Office (GFO), the official government organisation that represents
Gauteng’s film industry domestically and internationally.
While destination branding has not yet been employed in Gauteng, the province is
well-positioned to begin crafting itself as a destination brand for the film industry.
Many of the critical foundational factors for this process are in place. However,
there is still much ground to be covered using the input of many different
stakeholders, a process that will most likely take a long time
Description
MBA - WBS
Keywords
Films and filmmaking, Destination branding