IDEAS home Printed from https://ideas.repec.org/a/ddj/fseeai/y2024i3p325-333.html
   My bibliography  Save this article

Tourism Transformed: How Netflix’s „Wednesday” Enhanced Destination Marketing in Busteni, Romania

Author

Listed:
  • Razvan Tiberiu Radu

    (Dunarea de Jos University of Galati, Romania)

  • Alina C. Radu

    (Dunarea de Jos University of Galati, Romania)

Abstract

The recent success of the Netflix series ‘Wednesday’ has placed Cantacuzino Castle in Bușteni, Romania, at the center of film-induced tourism. This study examines how the phenomenon of set-jetting, contributed to a rise in both domestic and international tourism in Bușteni, Romania. Drawing on data from 2021 to 2023, including tourist numbers, revenues, accommodation statistics, and the media response, this paper analyzes how Bușteni capitalized on its association with Wednesday to boost destination marketing efforts. This case study of Bușteni underscores the growing potential of entertainment media in reshaping tourism dynamics and offers insights for destination marketers looking to harness the power of film-induced tourism to drive growth. The findings underscore the potential of entertainment media to transform destination marketing strategies and provide valuable insights for practitioners in the field of both marketing and tourism development.

Suggested Citation

  • Razvan Tiberiu Radu & Alina C. Radu, 2024. "Tourism Transformed: How Netflix’s „Wednesday” Enhanced Destination Marketing in Busteni, Romania," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 325-333.
    • Handle: RePEc:ddj:fseeai:y:2024:i:3:p:325-333
    DOI: https://doi.org/10.35219/eai15840409458
    as

    Download full text from publisher

    File URL: http://eia.feaa.ugal.ro/images/eia/2024_3/Radu_Radu.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.35219/eai15840409458?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Connell, Joanne, 2012. "Film tourism – Evolution, progress and prospects," Tourism Management, Elsevier, vol. 33(5), pages 1007-1029.
    2. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4, October.
    3. Agnieszka Sawinska & Agnieszka Smalec, 2023. "Film Tourism in the Promotion of a Touristic Area," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 513-522.
    4. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    5. Antonios Adamopoulos & Eleftherios I. Thalassinos, 2020. "Tourism Development and Economic Growth: A Comparative Study for the G-6 Leaders," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 368-380.
    6. de Chernatony, Leslie & Dall'Olmo Riley, Francesca, 1999. "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research, Elsevier, vol. 46(2), pages 181-192, October.
    7. Almeyda-Ibáñez, Marta & George, Babu P., 2017. "The evolution of destination branding: A review of branding literature in tourism," MPRA Paper 87884, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, SoJung & Bai, Billy, 2016. "Influence of popular culture on special interest tourists' destination image," Tourism Management, Elsevier, vol. 52(C), pages 161-169.
    2. Huan Chen & Yifan Zuo & Rob Law & Mu Zhang, 2021. "Improving the Tourist’s Perception of the Tourist Destinations Image: An Analysis of Chinese Kung Fu Film and Television," Sustainability, MDPI, vol. 13(7), pages 1-16, April.
    3. Balli, Faruk & Balli, Hatice Ozer & Cebeci, Kemal, 2013. "Impacts of exported Turkish soap operas and visa-free entry on inbound tourism to Turkey," Tourism Management, Elsevier, vol. 37(C), pages 186-192.
    4. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    5. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    6. Rittichainuwat, Bongkosh & Rattanaphinanchai, Suphaporn, 2015. "Applying a mixed method of quantitative and qualitative design in explaining the travel motivation of film tourists in visiting a film-shooting destination," Tourism Management, Elsevier, vol. 46(C), pages 136-147.
    7. Konecnik Ruzzier, Maja & de Chernatony, Leslie, 2013. "Developing and applying a place brand identity model: The case of Slovenia," Journal of Business Research, Elsevier, vol. 66(1), pages 45-52.
    8. Gary Warnaby & David Bennison & Dominic Medway, 2011. "Branding a Roman Frontier in the Twenty-first Century," Chapters, in: Andy Pike (ed.), Brands and Branding Geographies, chapter 15, Edward Elgar Publishing.
    9. Kamila Bednarz-Okrzynska, 2024. "Evolution of Determinants of Regional Development in Selected European Union Countries," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1238-1247.
    10. Pam Lee & Chulmo Koo & Namho Chung, 2019. "The Threats of North Korea’s Missile and Visitors’ International Conference Choice Behavior," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    11. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    12. Blankson, Charles & Crawford, John C., 2012. "Impact of positioning strategies on service firm performance," Journal of Business Research, Elsevier, vol. 65(3), pages 311-316.
    13. Kyriaki Glyptou & Nikos Kalogeras & Dimitrios Skuras & Ioannis Spilanis, 2022. "Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries," Sustainability, MDPI, vol. 14(9), pages 1-21, May.
    14. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    15. Daniel Szostak, 2021. "Creation and Promotion of Branded Tourism Products – Analysis of Selected Issues," European Research Studies Journal, European Research Studies Journal, vol. 0(4 - Part ), pages 148-154.
    16. Jiayu Zhou & Yerin Yhee & Eunmi Kim & Jin-Young Kim & Chulmo Koo, 2021. "Sustainable Tourism Cities: Linking Idol Attachment to Sense of Place," Sustainability, MDPI, vol. 13(5), pages 1-21, March.
    17. Drule Alexandra-Maria & Chiº Alexandru & Dunca Adina-Georgeta, 2013. "Exploratory Research Regarding Romanians’ Perception About The Regional Brand “Maramureª”," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 776-785, July.
    18. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    19. Abdul Rehman & Hengyun Ma & Muhammad Irfan & Munir Ahmad & Ousmane Traore, 2020. "Investigating the Influence of International Tourism in Pakistan and Its Linkage to Economic Growth: Evidence From ARDL Approach," SAGE Open, , vol. 10(2), pages 21582440209, June.
    20. Thalia Metta Halim & Kiattipoom Kiatkawsin, 2021. "Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions," Sustainability, MDPI, vol. 13(3), pages 1-19, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddj:fseeai:y:2024:i:3:p:325-333. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gianina Mihai (email available below). General contact details of provider: https://edirc.repec.org/data/fegalro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.