CITY PLACEMENT AND SET-JETTING: GENDER DIFFERENCES IN THE CASE OF MAMMA MIA! MOVIE

Purpose: The objective of this paper is to examine the relationship between the depiction of locations in films, referred to as city placement, and the decision-making process for travel destinations, known as set-jetting, with a focus on differences between women and men. To achieve the primary objective, two specific aims were adopted: first, to determine the importance of film and destination attributes that stimulate such choices, and second, to establish the profile of a typical city placement audience. Design/methodology/approach: The study employed an online survey (CAWI) conducted with 200 respondents using a structured questionnaire based on validated scales. Three research questions were formulated: 1) Are viewers influenced by city placement? 2) What factors motivate viewers to visit film locations (propensity for set-jetting)? 3) How does city placement impact the perception of locations depicted in films? Mamma Mia! movie case study was chosen as an example for respondents. Findings: The analysis revealed that women exhibit a higher susceptibility to city placement and a greater propensity for set-jetting compared to men. The results enabled the characterization of numerous variables influencing respondents' motivation to travel to film locations. For both genders, key motivators included the presence of diverse tourist attractions at the destination, recommendations from close acquaintances, and a desire to compare the image of the place created by the film with its real-world appearance. Additionally, the portrayal of the location in the film, including how it was presented and the desire for personal experience, emerged as significant factors. The perceived outcomes of city placement were evaluated positively in both groups under analysis. Practical Implications: The findings of the study may serve as valuable input for developers of promotional strategies targeting destinations that appear in films. The identified attributes can be instrumental in designing territorial marketing strategies aimed at leveraging such locations for promotional purposes. Originality/Value: The paper presents an original study that evaluates both the characteristics of locations featured in films and the needs of viewers that motivate them to visit these destinations.