Film Tourism in South-Eastern Sicily: In the Footsteps of Inspector Montalbano

This study focuses on film tourism on the island of Sicily, in the context of the popular television series, Montalbano. Since the series began, there have been increases in tourist flows in the towns most directly interested. Although it is impossible to say that the Montalbano series is directly responsible for these phenomena, it has succeeded in bringing visibility to the territories and landscapes of the area. In the tourist sector, there are now abundant possibilities for fans to participate in movie tours. The apparent success of the series and its tourist spin-offs can be problematised, therefore, since it raises questions about authenticity from the perspective of the subjectivity of the tourists. Authenticity, for a tourist on a ‘Montalbano tour’, relates more to the desire to explore a virtual reality than to the traditional attractions of the places. The issue of authenticity has contrasting implications for the areas involved. The location of ‘Vigata’, a fictional creation of author Andrea Camilleri, has become an issue, as towns compete for a share of the rapidly evolving tourist market, engaging in attempts to demonstrate authentic traces of the fictional context. The paper explores these issues from an interdisciplinary, mixed methods perspective that combines insights from the fields of Economics and Linguistics. Data are analysed in terms of the multimodal and discourse-pragmatic dimensions of the interpretation of image-texts. Keywords: Montalbano, film tourism, framing, multimodality, destination branding