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Film as a tool for tourism promotion a comparative study of selected Nollywood and Albert Broccolis James Bond films

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Abstract

This project focuses on Film as a tool for tourism promotion a comparative study of selected Nollywood and Albert Broccolis James Bond films. In 1990, scholars estimated that film has about 70 million global viewership. By 2015, the number of viewers had increased to 350 million due to population growth and technological advancement in film viewing devices. Research has established that film has the capacity to induce tourism. Albert Broccolli’s James Bond films have been consistent in their projection of global tourism to the extent that several countries usually lobby to be included in upcoming episodes of the films. Tourism has helped in boosting the economies of several countries: Kenya, the Caribbean, New Zealand, and Australia. Nigeria with all her tourists’ destinations is yet to attract tourists on a large scale. This is mainly because such tourists’ destinations have not been well projected to the world. With the continuous fall in the price of crude oil and the complaints from various state governments about poor internally generated revenues, a major way out is to diversify the economy and tourism is one of the sectors that will help in this regard. The Nigerian film industry, Nollywood, which is the third largest in the world, is an available platform to use to project the country’s tourists’ destinations. This study investigated how tourism themes were projected in James Bond films in order to use them as a template to put Nollywood films on track, tourism wise.

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