Balamory revisited: An evaluation of the screen tourism destination-tourist nexus

It is well-established that tourism induced by film and television (TV) (screen tourism) is a phenomenon of global significance, and a number of studies since the 1990s have explored its impacts on specific destinations and communities. While some research provides insights into motivations of screen tourists, understanding of the experiences of screen tourists in film and TV locations remains an emerging area of inquiry. Consequently, the aim of this paper is to explore the interface between the screen tourist and the destination. The results of empirical research with screen tourists to the Isle of Mull (Scotland) to view the filming location for the children's TV show Balamory are discussed. First, the degree to which people are attracted to a location through film connections and the types of visits are explored. Second, the nature of visit experiences is analysed, allowing some consideration of emerging issues for both visitors and the destination. Third, the visitor propensity to return for a future visit is examined. The paper identifies that the lower the influence of Balamory for the visit, the higher the level of adult satisfaction, and that a return visit was more likely if visitors were satisfied with their trip, especially if Balamory was not the only reason for the visit. A structural equation modelling approach is adopted to explore some of the issues induced by an evaluation of visit experiences and the perceived likelihood of repeat visits, generating a range of widely applicable implications for screen tourism destination management and development.