Film-Induced Tourism and Experiential Branding: A Purpose-Driven Conceptual Framework with an Exploratory Illustration from Monsanto (Portugal)

The present conceptual paper proposes a purpose-driven experiential marketing framework for film-induced destinations, integrating sustainability and emotional engagement into destination management. The model under discussion comprises five interconnected dimensions, namely integrated experience, branding, people, emotional touchpoints and processes. These are articulated through purpose-driven marketing principles and aligned with selected Global Reporting Initiative (GRI) indicators. This approach positions sustainability as an inherent component of value creation rather than an external policy layer. The framework under discussion was developed through an interdisciplinary literature review and is illustrated through insights from an exploratory case study of Monsanto, a rural Portuguese village recently featured in HBO’s House of the Dragon. Semi-structured interviews were conducted with a purposive sample of local stakeholders, including tourists, residents, entrepreneurs and institutional representatives. These interviews were analysed thematically to provide indicative evidence of the framework’s relevance and potential applicability. The findings suggest that emotional engagement, co-creation and territorial authenticity play a central role in shaping memorable film-related tourism experiences that are consistent with destination purpose and stakeholder well-being. The study also emphasises the strategic importance of storytelling, audiovisual narratives and collaborative governance in the strengthening of place identity and the support of sustainable differentiation. Despite its exploratory nature, the framework provides practical guidance for destination management organisations (DMOs), cultural programmers and creative industry actors. The article concludes by identifying avenues for future research, including cross-regional application, digital experimentation and the quantitative assessment of experiential dimensions.