Publication: La imagen de España como destino turístico a través de las producciones audiovisuales. El caso de Solo se vive una vez (Zoya Akthar, 2011)
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2022
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Consejo Superior de Investigaciones Científicas
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Este artículo estudia la imagen turística de España proyectada por la película de Bollywood Zindagi Na Milegi Dobara (Solo se vive una vez), dirigida por Zoya Akthar. Estrenada en 2011, el filme constituye un ejemplo paradigmático de promoción turística del territorio español por medios audiovisuales extranjeros que permite identificar al país como un destino con una amplia oferta turística caracterizada por importantes atractivos culturales, paisajísticos, artísticos y gastronómicos. El texto se articula en dos apartados. En el primero, se analizan en términos generales las implicaciones turísticas de las producciones audiovisuales y, más concretamente, el impacto económico y las actividades de marketing, así como la conformación de imaginarios geográficos, derivados de los visionados cinematográficos. Después, se aplica este marco conceptual al caso específico de Solo se vive una vez, explicando la posible correlación entre su estreno y el aumento de visitantes indios a España en el marco de la campaña I need Spain (2010-2016). Seguidamente, se estudia la película como una road movie que promueve el turismo experiencial y genera imaginarios geoturísticos específicos a través de la belleza paisajística, el exotismo neo-romántico y los estereotipos de género.
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 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.
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 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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Imaginarios Geográficos, Turismo, Cine, Bollywood, India, Road Movie, Geographical Imaginaries, Tourism, Cinema
Bibliographic citation
Culture & History Digital Journal, Vol.11, N. 2 (2022)