A Pilot Study on Bollywood Induced Tourism: A Mumbaikar Perspective

Mumbai is known to be a place prominent for Hindi cinema. People from all over India come to Mumbai to see themselves as actors/ actress or to meet heroes and heroines of Hindi cinema. Literature on cinema has also brought to light that Hindi movies have a great role in promoting several destinations of tourism. The researchers have attempted to study whether there is an impact of Hindi movie on deciding vacation destinations after seeing it on the silver screen. The study is done only in Mumbai as it clearly brings out the Mumbaikar perspective. As it is a pilot study, 96 respondents were randomly picked up for the study within Mumbai. The questionnaire was designed keeping in mind the objectives of the research. It was split into 5 components as questions. Personal profile, Domestic destination preference, international destination preference, push and pull factor of tourism destination and its influence, recall of movie and destination, and impact for destination decision after watching Hindi movies. The outcome of the research study brings out the fact that there is a great impact of Hindi cinema on the Mumbaikar minds while deciding the tourist destination of visit.