Pretty much. It's everything from me going 'ooo, New Zealand has pretty mountains' when watching Lord of the Rings to people going there to dress up and wander around Hobbiton. It's a really interesting field that's not had that much research done into it.
I'm looking at tourism in Cardiff that's driven by people wanting to visit Doctor Who locations specifically, and I'm planning to do my third year dissertation on it and possibly go on to do a post-grad degree in it.