Projecting destination image through film: spatial and typological patterns of global shooting locations in a big data analysis

Existing research on film tourism often focuses on how tourists perceive destination images, but less is known about how films project these images through spatial representations. Drawing on spatial production theory, this study uses big data and GIS analysis of 24,756 shooting locations in 1,399 films to examine how cinematic spaces shape destination images for Chinese audiences. Results reveal thematic and spatial imbalances, with greater emphasis on consumption settings and less attention to social services, and show that countries project distinct image combinations. This study provides spatial insights for using films more strategically in destination image projection and marketing.