The Impact of Social Media on Tourist Imagery

Visual representations influence travel decisions and create connections between visitors and local communities. Films and media shape perceptions and images of destinations, impacting tourist flows. Social media amplifies this effect, boosting destination visibility and attracting visitors. The tourist imaginary through these channels significantly influences traveller behaviour and expectations. This chapter analyses the role of social media on film tourism, focusing on the case study of the iconic Italian TV series “Il Commissario Montalbano”, adapted from Andrea Camilleri's novels. The series has carved a niche in film tourism, attracting visitors to Sicily's south-east locations. Analysing Twitter/X data from June 2013 to September 2023, the research uses network analysis to explore user communities, referenced platforms, and discussed themes. The study assesses the impact of social communication on tourism supply, highlighting the interplay between reality and fiction in shaping tourist experiences.