How much do you think popular media such as movies and TV Shows impact tourism? That's one of the questions researched by Melissa Weddell and her team at the University of Montana. Melissa joins Adam on today's episode to talk about how "Yellowstone", Paramount's hit TV show that's filmed in Montana, impacts tourism in the state. Listen to learn more about the show's means for visitation, economics and housing in Montana.

"Yeah, when something comes this popular, there's a lot of tension. And people are like, you know, 'it's too crowded, there's too many people' and other people are like, 'we need more films, this is great, we need more'. I think those are the struggles" - Melissa Weddell

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