Abstract:
This study examined the role of movies, specifically “The Constant Gardener” and “Out of Africa”, in destination
image creation in Kenya and their importance in image building, their strengths and opportunities including the
overall potential to communicate Kenya’s image. Using Gunn’s image typology, the study elaborates the image
formation process as a continuum consisting of eight distinctly different components. The study covered hotels,
tour agents and operators within Nairobi, Kenya Tourist Board and Karen Blixen Museum. The target population
comprised of tourists and tourism stakeholders. Primary data was collected by use of questionnaires. The results
reveal a visitor profile that is fairly consistent with the findings from literature. This outcome clearly shows an
overall awareness and acceptance of the image creation through movies and the phenomenon of movie-induced
tourism in Kenya. The study recommends conducting an in depth study to support and strengthen the existing
knowledge of movie induced tourism and destination image creation. The results are expected to be used to
encourage and promote Kenya as a popular destination for film makers as well as introduction of film induced
tourism.
