Film tourism is an emerging niche market. Films can act as virtual travel guides, motivating tourists to visit particular locations. Film producers constantly are searching for suitable movie locations, and heritage sites are becoming increasingly popular choices. However, because these attractions often do not intentionally promote or market their appearance in a film, the exhibits and tours based on the sites' historical attributes do not always meet the expectations of film-motivated tourists. This qualitative case study explores the experiences of heritage guides at Burghley House, in Stamford, England, and the impacts that the increased number of film tourists have had upon their job satisfaction and their planning of and ability to conduct tours. Findings suggest that film has increased Burghley's (inter)national exposure, attracting new tourist types and expanding guides' tour narratives. Guides enjoy the engagement of film tourists; the new perspectives these tourists bring provide guides with more topics to research independently and incorporate into their tours. The difficulties of dealing with film tourist expectations and the ability to identify their needs are key guide roles, with many using interpretive techniques to facilitate film tourist satisfaction. The findings provide heritage sites with suggestions to help guides accommodate film tourists and better prepare for challenges they may face.
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