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- Title
Movie-Induced Tourism in Destination Marketing: A Review on the Balika Vadhu Series.
- Authors
Koçer, Sevim; Ülgüdür, Selin Rabia; Özel, Aybike Pelenk
- Abstract
Aim of the study: The aim of the study is to introduce the Indian culture, cities, traditions, regional activities and products depicted in the scenes used in the "Balika Vadhu" series to show how India was effectively introduced in the series as a destination. Method of research: In this study, "Balika Vadhu", selected by easy sampling, was examined using the method of semiotics. The series were examined in eight subcategories. These categories are places used for housing and worship, tourist attractions, well-known celebrities and politicians of the region, cultural elements, local products, local events, social life, and economic life. The conclusion of the research: The visual landscapes of the cities of Jaitsar, Jaipur, Udaipur, Jaura and Mumbai were used in the series and the attractive aspects of these cities were introduced. The series includes residential venues, places of worship, festivals and traditional events such as feasts and festivities. The scenes where the tourist attractions were promoted were supported with both visuals and dialogues. In certain scenes, the natural vegetation of the tourist attractions are visually depicted and these places are successfully introduced by detailed dialogues mentioning their positions and the feelings they arouse (peace, happiness, and etc.). Another important element is its use of celebrities. The series features messages through the use of both politicians and actors as well as people who are appreciated by the public. The scenes draw attention to child marriage, which is the biggest problems experienced by the region, through celebrities. It is aimed to develop cultural tourism through the introduction of cultural elements. Cultural promotion is an element that should be turned into opportunity, especially by countries with deep-rooted history and traditions. The series features plenty of colorful cultural events from India, which has a well-established culture. Festivals, feasts and ceremonies are introduced by explaining their history and how they are celebrated. The social life element provides information about the social structure of the region introduced. For example, it is seen that the big family pattern where all family members live together is widespread in the country and that important decisions are taken by the family elder. In the series, scenes related to the education of women, their work, right to say in the family and marital status are widely used. When a woman is married, her status in society increases; when she is widowed, she is deprived of many rights. The attractiveness of local products plays an important role in promoting a destination. In terms of the introduction of these products; the presence of scenes containing elements such as the components (materials) that make up the product, the way it is made, its purpose of use and the way it is used indicate the successful introduction of local products.
- Publication
Turkish Studies - Economics, Finance, Politics, 2022, Vol 17, Issue 1, p93
- ISSN
2667-5625
- Publication type
Academic Journal
- DOI
10.7827/TurkishStudies.56878