Dramatizing an event through a promotional film: Testing image effects

The present article studies the effects of storytelling through film on destination image building and visitation intention. Despite the growing awareness of the importance of storytelling in marketing and the impact events have on destination attractiveness, a theoretical gap exists into the effect of a combination of storytelling and event on spectators' image of the event and, in particular, the destination. Therefore, this study uses a quasi-experimental design in order to tests the image effects of an event, dramatized into a story. In order to test these image effects, 857 respondents answered a web survey before and after exposure to a promotion film of a dog-sledge race (the Finnmarksløpet) in northern Norway (the destination). The result indicates that using a dramatized event by a promotion film positively affects spectators' attitudes toward the destination as well as the event itself. The results suggest that the promotion film of the event enhances spectators' perceptions of dogsledding as a joyful, valuable, and stimulating activity. Additionally, the findings reveal that the promotion film has a positive effect on 5 out of 7 destination-related attributes such as culture, accommodations, and the weather. Thus, the study indicates that a dramatized event is a successful marketing communication tool and may be an important element also in the strategic planning of marketing activities. Implications and recommendations for future research are also presented.