The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011)
This article studies the tourist image of Spain projected by the Bollywood film Zindagi Na Milegi Dobara, directed by Zoya Akhtar. Released in 2011, the film is a paradigmatic example of tourism promotion of the Spanish territory by foreign audiovisual media, that identifies the country as a destin...
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| Format: | Article |
| Language: | English |
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Consejo Superior de Investigaciones Científicas
2022-11-01
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| Series: | Culture & History Digital Journal |
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| Online Access: | https://cultureandhistory.revistas.csic.es/index.php/cultureandhistory/article/view/250 |
| _version_ | 1797950976249823232 |
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| author | María Ramón Gabriel |
| author_facet | María Ramón Gabriel |
| author_sort | María Ramón Gabriel |
| collection | DOAJ |
| description |
This article studies the tourist image of Spain projected by the Bollywood film Zindagi Na Milegi Dobara, directed by Zoya Akhtar. Released in 2011, the film is a paradigmatic example of tourism promotion of the Spanish territory by foreign audiovisual media, that identifies the country as a destination with a wide tourist offer characterized by important cultural, landscape, artistic, and gastronomic attractions. The text is divided into two sections. In the first, the tourist implications of audiovisual productions are analysed in general terms and, more specifically, the economic impact and marketing activities, as well as the shaping of geographical imaginaries, derived from film screenings. Later, this conceptual framework is applied to the specific case of Zindagi Na Milegi Dobara, explaining the possible correlation between its premiere and the increase in Indian visitors to Spain within the framework of the I need Spain campaign (2010-2016). Next, the film is studied as a road movie that promotes experiential tourism and generates specific geo-touristic imaginaries through landscape beauty, neo-romantic exoticism, and gender stereotypes.
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| first_indexed | 2024-04-10T22:23:36Z |
| format | Article |
| id | doaj.art-e471fea54a08415c9e9248007e3e7bd0 |
| institution | Directory Open Access Journal |
| issn | 2253-797X |
| language | English |
| last_indexed | 2024-04-10T22:23:36Z |
| publishDate | 2022-11-01 |
| publisher | Consejo Superior de Investigaciones Científicas |
| record_format | Article |
| series | Culture & History Digital Journal |
| spelling | doaj.art-e471fea54a08415c9e9248007e3e7bd02023-01-17T13:57:00ZengConsejo Superior de Investigaciones CientíficasCulture & History Digital Journal2253-797X2022-11-0111210.3989/chdj.2022.026The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011)María Ramón Gabriel0Universidad Carlos III de Madrid This article studies the tourist image of Spain projected by the Bollywood film Zindagi Na Milegi Dobara, directed by Zoya Akhtar. Released in 2011, the film is a paradigmatic example of tourism promotion of the Spanish territory by foreign audiovisual media, that identifies the country as a destination with a wide tourist offer characterized by important cultural, landscape, artistic, and gastronomic attractions. The text is divided into two sections. In the first, the tourist implications of audiovisual productions are analysed in general terms and, more specifically, the economic impact and marketing activities, as well as the shaping of geographical imaginaries, derived from film screenings. Later, this conceptual framework is applied to the specific case of Zindagi Na Milegi Dobara, explaining the possible correlation between its premiere and the increase in Indian visitors to Spain within the framework of the I need Spain campaign (2010-2016). Next, the film is studied as a road movie that promotes experiential tourism and generates specific geo-touristic imaginaries through landscape beauty, neo-romantic exoticism, and gender stereotypes. https://cultureandhistory.revistas.csic.es/index.php/cultureandhistory/article/view/250Geographical imaginariesTourismCinemaBollywoodIndiaRoad movie |
| spellingShingle | María Ramón Gabriel The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) Culture & History Digital Journal Geographical imaginaries Tourism Cinema Bollywood India Road movie |
| title | The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) |
| title_full | The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) |
| title_fullStr | The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) |
| title_full_unstemmed | The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) |
| title_short | The image of Spain as a tourist destination through audiovisual productions. The case of Zindagi Na Milegi Dobara (Zoya Akthar, 2011) |
| title_sort | image of spain as a tourist destination through audiovisual productions the case of zindagi na milegi dobara zoya akthar 2011 |
| topic | Geographical imaginaries Tourism Cinema Bollywood India Road movie |
| url | https://cultureandhistory.revistas.csic.es/index.php/cultureandhistory/article/view/250 |
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