The Influence of the Drama Industry on the Increasing Decisions to Visit Indonesian Tourists to Abroad: Literature Review

Abstract

In the current digital era, the use of On The Top (OTT) media such as the Netflix, Prime, Disney and other applications has become a very effective tool in promoting tourism through the drama industry. Drama acts as an effective tourism promotion tool and invites tourists to visit the country where the story is set. Dramas can generate interest in a country's culture and natural beauty, enrich tourists' experiences, and encourage them to explore the destinations depicted in dramas. Therefore, the aim of this research is to see the influence of the drama industry on increasing tourist visits, especially Indonesian tourists, to foreign countries. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on Perception and Visit Decision. 640 articles were found in the 2013-2023 period, then screening was carried out and 39 relevant articles were found to be discussed and analyzed. The results of this research found that the influence of branding, content, celebrity involvement and social influences that influence perceptions can influence tourist visits. So it is hoped that this research will become a strategy that needs to be carried out by the film and tourism industry in Indonesia in the current era. Keywords: Branding, Content, Celebrity Involvement, Perception, Visit Decision, OTT, Drama.