Film-Induced Tourism as a Vehicle For Destination Marketing: Is it Worth the Efforts?

    Authors

    J. Hahm;Y. C. Wang

    Comments

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    Abbreviated Journal Title

    J. Travel Tour. Mark.

    Keywords

    Film-induced tourism; destination image; image attributes; overall; image; travel intentions; path analysis; IMAGE; Hospitality, Leisure, Sport & Tourism

    Abstract

    This study examined the impact of a film on the featured destination's image and travel intentions through comparing the results of a one-group pretest-posttest quasi-experiment. Then, the effect of destination attributes and overall image on travel intentions is examined simultaneously through path analysis. The results indicate that the role of the overall image as a mediating variable is not significant as respondents relied more on specific destination image attributes on their intention to visit. This was even more prominent after the viewing of the film. The overall image had the strongest direct effect on visit interest in future for both pretest and posttest.

    Journal Title

    Journal of Travel & Tourism Marketing

    Volume

    28

    Issue/Number

    2

    Publication Date

    1-1-2011

    Document Type

    Article

    Language

    English

    First Page

    165

    Last Page

    179

    WOS Identifier

    WOS:000287745500004

    ISSN

    1054-8408

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