2010年河南省翻译竞赛英译中参考译文

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During and after release of a film, media attention can be attracted to the film location. The Tourism Authority of Thailand (TAT), for example, heavily advertised its attractions during release of the film The Beach. The marketing campaign included a substantial amount of joint activity with 20th Century Fox and aimed to capitalize on the expected further popularity of Thai beaches in the wake of the film. In addition to advertising heavily in cinemas, TAT sent United Kingdom journalists and travel agents on familiarization trips, and awareness campaigns included financing a holiday prize on a BBC television game show with a quiz themed around The Beach.

Promoting the destination during the screening of a film is another way to attract attention to a destination. The Scottish Tourist Board distributed direct-response postcard adverts in cinemas that were screening Braveheart, inviting viewers to send for information on Braveheart Country. Branding a destination around a movie like this is quite common. The district of Hambleton in North Yorkshire, for example, branded itself Herriott Country, developing The World of James Herriott Museum following the success of All Creatures Great and Small.

Collaborative campaigns with the film industry are a powerful way to induce film tourists. DMOs(destination marketing organizations) are beginning to forge relationships with film commissions to track productions and film releases so the organizations are in a position to act as soon as they see the signs of film tourism. Executives at VisitBritain attempt to plan with a studio at least 12 months in advance of a film’s release date. In the <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Bahamas, where the film commission is under the auspices of the Ministry of Tourism, the ministry is involved immediately after it receives a script. It invested US$16 million on the recent film After the Sunset, starring Pierce Brosnan, to ensure maximum exposure for the island. The Bahamas realized the potential of promoting tourism through films after the Beatles filmed “Help!” there in 1964. Now it gets involved in films at the outset. The Australian Tourism Commission (ATC) also is very proactive in forging relationships with the film industry. Recently, it collaborated with Disney on Finding Nemo, being the first DMO to try promotion through an animated film.

Movie maps have been found to be successful as part of a film tourism marketing campaign. VisitBritain produced its first movie map campaign in 1996. The movie map featured 200 film and TV locations around Britain from 60 years of British film history and quickly became VisitBritain’s most successful printed product. It generated extensive media coverage both at home and overseas, prompting people to discover different parts of Britain as they followed in the footsteps of their screen heroes. Other destinations that have produced movie maps for various film locations include Seattle, New York, Australia, and Mississippi.

Other marketing activities can include guided tours and film walks. A recent travel magazine listed 25 film tourism destinations with detailed information about tour packages developed just for film tourists. There are numerous examples of such tours. In California, a local tour company capitalized on the success of the movie Sideways, mentioned above, by creating a popular Sideways tour. Even before the Nicolas Cage film National Treasure was released, the Washington, D.C., tourism Web site was advertising a National Treasure Tour— a self-guided tour that followed in the footsteps of the actor. Journey Latin America, a tour operator in the United Kingdom, also preempted the film Motorcycle Diaries by organizing a 3-week Motorcycle Diaries tour from Buenos Aires to Lima. After Harry Potter, several tour operators set up to show visitors around the many movie locations featured in the film, and the James Bond films have spurred many imaginative packages from tour operators.

Hotels, guest houses, attractions, and museums used in films are often promoted to the public to generate tourism. The Crown Hotel at Amersham, England, makes a point of promoting the very room used by stars Hugh Grant and Andie MacDowell in Four Weddings and a Funeral. On the Greek island of Mykonos, tourists can take a room at the Manoulas Beach Hotel, scene of the film Shirley Valentine. Museums are also often used to promote the history behind a particular film. The Istanbul Archaeology Museum, for example, reopened its Ancient Troy exhibit after 9 years of closure to respond to tourist demand after the release of the US$200 million blockbuster Troy in 2004.

Finally, having a dedicated film Web site that links the film to locations and location tours also is deemed important. Internet linking of film to place was emphasized in New Zealand, where Tourism New Zealand developed part of its Web site specifically promoting The Lord of the Rings and its film sites throughout New Zealand. After the 2002 Academy Awards and a series of ads announcing New Zealand as best supporting country, the nation’s tourism Web site had more than 1 billion hits within a year.

选自美国《旅游研究杂志》（Journal of Travel Research, Vol. 44, May 2006, 387–396  2006 Sage Publications）