Image Creation Through Movies: A Case Of “Out Of Africa” And “The Constant Gardener” In Kenya

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.