The Role of Film Festivals in Promoting Cultural Identity of Tourism Destinations

Film festivals have become increasingly important in the tourism industry, providing a unique opportunity to highlight the diverse cultural heritage of the regions where they are hosted. This study aims to explore the role of film festivals in promoting and shaping the cultural identity of tourism destinations, focusing on how they contribute to the crafting and dissemination of a destination's cultural identity. This research employs a qualitative approach, using content analysis of videos from the 17th edition of the ART&TUR Festival (2024) to evaluate how dimensions of cultural identity are reflected in tourism promotional videos. The findings from this study reveal that tourism promotion videos are strategically incorporating a variety of cultural elements to craft the identity of each destination. Film festivals, particularly those focused on tourism promotion, act as important platforms for both showcasing and preserving cultural identity. Tourism promotional videos, as key tools in cultural diplomacy, allow destinations to showcase their heritage, but they also risk reinforcing stereotypes or oversimplifying complex identities. For local communities, the study emphasizes the importance of being actively involved in the creation of tourism promotional materials, promoting cultural preservation while still embracing the economic opportunities tourism brings. The paper concludes by summarizing the key insights and offering recommendations for future research and practice in this area.