The Influence of a Film on Destination Image and the Desire to Travel: A Cross Cultural Perspective

Keywords

film tourism, destination image, South America, tourism marketing

Abstract

The objective of this study was to measure the immediate impacts of a film on the perceptions of viewers from different countries. The film chosen for this experiment was the Motorcycle Diaries in which South America was featured prominently in the film. Using established scales from the tourism and marketing literature, viewers from the USA, Canada and Spain were surveyed before and after seeing the film, and results showed that the film did change the viewers' perceptions of South America. After watching the film, a large percentage of the respondents expressed a desire to visit the countries seen in the film, with Canadians showing a significantly higher desire to visit South America than the US and Spanish participants. Those who were motivated to travel by the film were especially influenced by the scenery, landscape and the cultural attractions of the destination as depicted in the movie.

Publication Date

9-22-2010

Original Citation

Hudson, S., Wang, Y.C., and Gil, S.M. (2011). The Influence of a Film on Destination Image and the Desire to Travel: A Cross Cultural Perspective. International Journal of Tourism Research, 13, 177-190.

Number of Pages

177-190

Document Type

Paper

Language

English

Source Title

International Journal of Tourism Research

Volume

13

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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