Influence of film destination placement on travel intention: mediating effect of involvement and place attachment

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Cities Pub Date : 2023-05-16 DOI:10.1108/ijtc-05-2022-0132

Pei-Ti Chen

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引用次数: 1

Abstract

Purpose This study aims to examine the public’s acceptance of film-induced tourism and develops the relationship among placement marketing, involvement, place attachment and travel intention. The film Your Love Song shot in the Hualien and Taitung regions in Taiwan was selected as the case study. Design/methodology/approach An online sample survey was conducted using a structured questionnaire, and statistical tests and overall structural equation modeling analysis using the SPSS and AMOS statistical software packages, respectively, were performed. Findings This study results demonstrate that destination placement marketing has a significant positive effect on the level of destination involvement, place attachment and travel intention of viewers. Moreover, the level of involvement has some intermediary effect on the interrelationship between placement marketing and travel intention. Hence, this study suggests that relevant government agencies and tourism operators should promote local tourism through films and television shows and attract more tourists by retaining the original shooting scenes. Originality/value While previous studies have only analyzed two or three of the four concepts of film-induced tourism, placement marketing, travel intention, involvement and place attachment, this study completely integrates these four concepts and proves the correlation between them.

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电影目的地安置对旅游意向的影响:涉入和地点依恋的中介作用

目的本研究旨在探讨公众对电影旅游的接受程度，并探讨置入营销、参与、地点依恋与旅游意向之间的关系。选取在台湾花莲和台东地区拍摄的电影《你的情歌》作为个案研究。设计/方法/方法采用结构化问卷进行在线抽样调查，分别使用SPSS和AMOS统计软件包进行统计检验和总体结构方程建模分析。研究结果表明，目的地植入营销对观众的目的地卷入、地点依恋和旅游意愿有显著的正向影响。此外，参与程度对置入营销与旅游意愿的相互关系有中介作用。因此，本研究建议相关政府机构及旅游业者应透过影视剧推广当地旅游，并保留原始拍摄场景，吸引更多游客。原创性/价值以往的研究只分析了植入营销、旅行意图、涉入和地方依恋这四个电影诱导旅游概念中的两个或三个，而本研究将这四个概念完整地整合在一起，并证明了它们之间的相关性。

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来源期刊

International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.90

自引率

11.50%

发文量

期刊介绍： A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.