by Switzerland, where not many films are shot these days but the tourism remains. In year 2002, more than 200,000 Indian tourists spend 212 million Euros in the UK. Hence, VisitBritain has released a Bollywood movie map that consists of 22 locations that have been featured since 1990 and 17 classics from the 1960s, 1970s and 1980s. Around 55,000 copies of this movie map were distributed through the offices in India and the 2010). In the same way, Middle East (O’Connor, New Zealand also published movie maps identifying the country as the home of film Lord of the promoting various road trips to the film locations and combining a picturesque journey of Rings, the key locations of the film on its homepages. The growth of the movie maps is an essential factor of film induced tourism, which can have a very positive impact on the growth of tourism in a destination. However the promotional capability of all the films is not equal. Some movies have little impact, while others may be both influential and memorable-that can be the plot, characters, the storyline or the combination of all three that helps to create the film experience of lasting importance (Beeton, 2005). Moreover, DMOs are not the only player engaged in destination management, there are several other government departments e.g. those dealing with transportation, the environment, education, training, economic development etc. have significance and responsibility in this area (Ritchie & Crouch, 2003). Tourism Intermediaries In literature, mainly two different types of intermediaries, i.e. tour operators and outgoing travel agencies have been discussed. However, leisure tourism distribution channels also consist of some more members that can be, incoming/handling travel agencies based at destinations that carry out the handling of incoming groups. Furthermore, national and regional tourist organizations and DMOs are used by both the tourists as well as the travel trade for additional information, support documentation, classification and inspection of tourism products, in promotion as well as special arrangements (Wanhill, 1998). Hence, the competitiveness of a destination depends upon their competence with which it utilizes its marketing intermediaries and facilitators (Ritchie & Crouch, 2003). According to Wanhill (1998), the primary role of intermediaries is to bring buyers and sellers together, either to create
by Switzerland, where not many films are shot these days but the tourism remains. In year 2002, more than 200,000 Indian tourists spend 212 million Euros in the UK. Hence, VisitBritain has released a Bollywood movie map that consists of 22 locations that have been featured since 1990 and 17 classics from the 1960s, 1970s and 1980s. Around 55,000 copies of this movie map were distributed through the offices in India and the Middle East (O’Connor, 2010). In the same way, New Zealand also published movie maps identifying the country as the home of film Lord of the Rings, promoting various road trips to the film locations and combining a picturesque journey of the key locations of the film on its homepages. The growth of the movie maps is an essential factor of film induced tourism, which can have a very positive impact on the growth of tourism in a destination. However the promotional capability of all the films is not equal. Some movies have little impact, while others may be both influential and memorable-that can be the plot, characters, the storyline or the combination of all three that helps to create the film experience of lasting importance (Beeton, 2005). Moreover, DMOs are not the only player engaged in destination management, there are several other government departments e.g. those dealing with transportation, the environment, education, training, economic development etc. have significance and responsibility in this area (Ritchie & Crouch, 2003). Tourism Intermediaries In literature, mainly two different types of intermediaries, i.e. tour operators and outgoing travel agencies have been discussed. However, leisure tourism distribution channels also consist of some more members that can be, incoming/handling travel agencies based at destinations that carry out the handling of incoming groups. Furthermore, national and regional tourist organizations and DMOs are used by both the tourists as well as the travel trade for additional information, support documentation, classification and inspection of tourism products, in promotion as well as special arrangements (Wanhill, 1998). Hence, the competitiveness of a destination depends upon their competence with which it utilizes its marketing intermediaries and facilitators (Ritchie & Crouch, 2003). According to Wanhill (1998), the primary role of intermediaries is to bring buyers and sellers together, either to create