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

Keywords

film-induced tourism, destination image, image attributes, overall image, travel intentions, path analysis

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.

Publication Date

2-26-2011

Original Citation

Hahm, J., and Wang, Y.C. (2011). Film-Induced Tourism as a Vehicle for Destination Marketing: Is It Worth the Efforts? Journal of Travel and Tourism Marketing, 28(2), 165-179.

Number of Pages

165-179

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

28

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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