Volume: 13  Number: 3  Page: 228–255

‘What’s the Story in Balamory?’: The Impacts of a Children’s TV Programme on Small Tourism Enterprises on the Isle of Mull, Scotland

Joanne Connell Department of Marketing, University of Stirling, Stirling, FK9 4LA, UK

Film- and television-induced tourism effects have been witnessed in a number of locations world-wide, creating a range of positive and negative impacts for host communities and environments. The children’s television programme Balamory, filmed on the Isle of Mull, Scotland, has created a new tourism phenomenon for the island, leading to concern that Mull’s reputation as a green destination for the discerning might be displaced by a less desirable form of tourism. Through a questionnaire survey of tourism businesses on Mull, this paper explores the perceptions of television-induced tourism and the effect of Balamory on business activity during the 2003 season, exploring customer numbers, spending, turnover and profitability, along with attitudes to the new visitors. The research also explores the implications for sustainable tourism development, particularly recognising the limited life-span of film- and television-induced tourism and issues relating to displacement of traditional markets, with an emphasis on sustaining tourism as a means of generating revenue to support a rural island community.

Keywords: television, tourism businesses, impacts, Scotland

© 2005 J. Connell

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