Tell Me the Story: Film-themed Guided Tours in London

Destinations are constantly searching for new ways to create new products in order to attract visitors. In this context, film-themed guided tours have generated additional attractiveness for screened locations in motion pictures. Previous research has recognized the relevance of guide's
 performance-role on guided tours. Nevertheless, little attention has been paid to the role storytelling plays in themed tours. Therefore, this article aims to examine how storytelling takes place in film-themed guided tours and which are the factors that influence it. By means of naturalistic
 participant observation and an inductive thematic analysis, three different film-themed guided tours in London are studied. Findings reveal five influential factors (story, guide's background, guide's skills, support material, and visitors) that offer deeper insights into storytelling in film-themed
 tours. Future research and managerial implications of the research are also provided.