Day of the Dead: An analysis of the impact of cinema on the touristic promotion (offer) and tourist experience (reception) of the Day of the Dead in Mexico

Abstract

The representation of the Day of the Dead in popular films as James Bond Spectre (2015) and Disney-Pixar’s Coco (2017) generated global curiosity and interest for the ancient Mexican tradition. In this context, commercial touristic products derived from these films as a result of certain expectations and desires. The principal aim is to explore the impact that Spectre and Coco have had on the official, commercial and non-official offer and reception of the Day of the Dead. This study analyzes the discourse of official websites of tourism authorities, commercial travel-related websites and private tour agencies. Secondly, the analysis of a selection of travel blogs was used to reflect on how these films are received and experienced in the discourse of tourists. It was discovered that the references to the movies are mostly if not only made by media and travel bloggers, and the films are absent in the official narrative. These findings can be of help in the marketing strategies of up and coming tourist destinations.