Identifying And Explaining Effective Mental Patterns In The Development Of Film Tourism In Rural Areas (Case Study: Kazaj Village, Khalkhal County)

Movies and TV series play an important role in attracting tourists to tourist destinations. Kazaj village in Khalkhal city hosted the filming of a part of a TV series in 2017. People and other stakeholders of tourism have different opinions about the effects of this film on village tourism. Based on this, the main goal of this research is to identify the set of effective factors in the effects of this film on tourism and to present related intellectual and mental models in this field. For this purpose, using library and field methods, the necessary data were collected from 15 experts, including the owners of ecotourism residences in the village, the villager, the owner of the filming location and some rural people familiar with this film, and through the Q analytical model and exploratory factor analysis was analyzed. The final results show that the effects of this film on village tourism, although it has had few effects in the field of promotion and introduction of the village, but the dimensions of the effects are very limited and small, and the level of attractiveness of the film and its location is low. Also, there are different mental models of film tourism in the village, the point of view of the promoters and encouragers to continue making such films, in contrast to the groups that do not consider such films beneficial in the village. It has created two or more different thought patterns related to film tourism.