A Study on the Schematic Representation of Hill Stations in Malayalam Cinema in Enhancing Kerala Tourism

Film being an audio-visual medium that works in close proximity with empathy, its impact on the audience is much higher. This paper analyses how Malayalam films explore hill stations and mediates tourism promotion in Kerala. Due to the lack of adequate knowledge about the advantages of film tourism among academics and practitioners, this novel type of cultural tourism still receives less attention. Tourism is one of the prime factors contributing to the state's overall development; its possibilities at different levels must be identified and explored. Films promoting tourist spots have a major role in tourism's developmental process by exploring its wide aspects and possibilities. Thus, it makes an important contribution to the field of tourism promotion. Films reach a wider audience and pass the images of their locations to mass audiences and influence them to travel. Kerala, mentioned as god’s own country, is gifted with an alluring geography that serves the predominant role in Indian tourism. Malayalam cinema is one of the main media which has brilliantly depicted the scenic beauty of hill stations in Kerala. The cinematic representation of hill stations in Malayalam films develops a new perception of Kerala tourist destinations and also induces the desirability of travel. There are several top-notch hill stations in Kerala that uphold a significant aesthetic beauty and their portrayal through frames creates an ample impact on its viewers. The study aims at delivering a deep knowledge about the present relevance of film tourism and how Malayalam films act as a tool to explore the hillsides of Kerala. The scenic beauty of several highlands of Kerala always won a place in Malayalam films. It generates fresh experiences for travellers, promotes domestic travel, revives places in danger of losing population, and increases a nation's economy. Affinity towards cinema, its character, the story, and the technicalities involved paved a new interest among the audience to travel to the hill areas of Kerala and enjoy the visual spectacle. The study gives an analysis of the schematic representation of hill stations in Malayalam cinema enhancing Kerala tourism, focusing on its narrative, visual, and audio schemes. A qualitative methodology which includes content analysis of two prominent Malayalam films will be adopted for the study. The analysis will be done on the three main schematic representations of the place in the movie that has helped to enhance its beauty.

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