La construcción mediática  del turismo cinematográfico (2010-2024):  análisis longitudinal de cobertura, actores  y marcos promocionales en España

Vanessa Roger-Monzó; Malar Llopis-Amorós

doi:10.4185/rlcs-2026-2667

Authors

Vanessa Roger-Monzó Universitat de València https://orcid.org/0000-0002-7498-0406
Malar Llopis-Amorós Valencian International University https://orcid.org/0000-0001-9278-3951

DOI:

https://doi.org/10.4185/rlcs-2026-2667

Keywords:

film-induced tourism, press, media representation, destination promotion, destination branding, tourism governance, longitudinal analysis

Abstract

Introduction: The aim of this research is to analyze the evolution of media representation of film tourism in Spain and its relationship with destination branding strategies and networks of public and private actors. Methodology: A quantitative-qualitative analysis of news articles published in the Spanish press was conducted. Content was searched using the Factiva database. A total of 1,908 records were obtained. The analysis was organized into three sub-periods: P1 (2010-2014), P2 (2015-2019), and P3 (2020-2024). Temporal trends and related institutions were examined. Textual analysis of the published content was performed using T-LAB software. Results: In P1, a territorialized and regional construction of the phenomenon predominates, associated with destination promotion, culture, and routes. In P2, the institutional ecosystem expands, with a greater presence of universities and cultural actors, and frameworks for professionalization and economic impact are strengthened. In P3, the centrality of state actors increases, as does the visibility of professional and trade fair circuits, along with repertoires of governance and multi-level coordination. Discussion: The findings demonstrate a shift from decentralized strategies toward greater institutionalization and sectoral articulation post-COVID. Conclusions: The press contributes to legitimizing film tourism as a destination branding strategy and shows in P3 a shift toward coordination, professionalization, and institutionalization of promotional discourse.

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Author Biographies

Vanessa Roger-Monzó, Universitat de València

PhD in Audiovisual Communication from the Polytechnic University of Valencia (2010). For over 15 years, she has worked in various media outlets. She is a professor and researcher at the University of Valencia, where she coordinates the PIEE IAcom (Artificial Intelligence in Communication) project and, since 2015, has been part of the ScienceFlows group, participating in competitive national and European projects. Her research areas include the analysis of social discourse in the media, sustainable development, and the impact of Artificial Intelligence on communication and higher education.

Malar Llopis-Amorós, Valencian International University

Ph.D. in Marketing, Master’s degree in Commercial Distribution, and Bachelor’s degree in Economics and Business Administration from the University of Vigo (UVEG). Professor and researcher in the field of Marketing and Market Research at various public and private Spanish universities (ESTEMA and ESIC Business and Marketing School Valencia, both affiliated with the UMH in Elche, UEM, UEV, UVEG, VIU, and UNIR), teaching both in-person and online. Her research focuses on tourism and brand value. Her studies are published in various high-impact international journals included in the Journal Citation Reports (JCR) or the Scimago Journal & Country Rank (SJR), in addition to publishing her research with publishers indexed in Scholarly Publishers Indicators such as Routledge and Dykinson, among others.

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