Author: Kobkitpanichpol, Boosaraporn
Title: The role of films and TV dramas on tourists' intention to visit
Degree: DHTM
Year: 2017
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- Decision making
Tourism and motion pictures
Television plays
Department: School of Hotel and Tourism Management
Pages: xi, 194 pages : color illustrations
Language: English
Abstract: The phenomenon of film-induced tourism is associated with the growing number of tourists visiting destinations featured through films and TV dramas. This new form of tourism receives high attention from both academia and practitioners and subsequently, many researchers suggested a close relationship among films and TV dramas, motivation to travel, destination image, and intention to visit. However, the connection among them had not been fully investigated until recently. Thus, the purpose of this study is to investigate how the attributes of films and TV dramas shape the image of particular destinations and influence the behavior of tourists with regards to their intention to visit these places. In this case, the research uses Thailand as a research context and the Chinese as subjects. The research is structured as a quantitative survey where primary data has been gathered from Chinese tourists considering to visit Thailand (n = 650). The pull-push motivation conceptual framework was used as a workhorse in this study. In addition, the SEM technique was adopted in order to test hypotheses and estimate their causal relationships. The study found a series of significant positive relationships among variables including 1) pull and push motivations; 2) push motivation and destination image; 3) push motivation and intention to visit; and 4) destination image and intention to visit. These findings suggest that pull motivation, including destination attraction, destination facilities and recreation, and film attributes, influences push motivation by inducing the desire for intellectual engagement, social bonding, and social-intellectual interest, whereas push motivation determines Chinese tourists' intention to visit the destination. By this channel, push motivation directly stimulates tourists' beliefs, ideas, impressions, perceptions, and knowledge that they hold on the destination, while pull motivation indirectly works as stimulus by providing information and virtual experience of the destination. These two factors contribute to the formation of overall destination image which, in turn, is related to visiting intention. The findings show that tourist destinations can be effectively marketed through film and TV appearance. The study has implications for both academics and policy makers in that it advances the theory on film-induced tourism and encourages the destination marketing organizations (DMOs) to promote the destination through films and TV.
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Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/9265