Filming Location, Fan Cultural Capital and Loyalty: The Case of a Unique Game of Thrones Event

ABSTRACT This paper tests a model based on hypothesized relationships between program event, place attachment, participants' fan cultural capital and event satisfaction as antecedents of behavioral intentions. The relationships are explored among a sample of people attending Cáceres: City of Dragons , a unique event for fans of the A Song of Ice and Fire universe ( n = 352). The structural model indicated that the attributes that make the event unique (the combination of the convention program and the visit to a key filming location) and the participants' fan cultural capital have a positive effect on satisfaction with the event, which in turn has a direct positive effect on loyalty. This suggests that strategies to capitalize on and monetize resources to continue attracting film tourists to a filming location in the long term should include events offering highly specialized activities specifically targeting fans of the film or series in question.