The (negative) impact of violent and gore TV crime series on destination image and travel motivation

Several studies have addressed the reasons for the popularity of film locations as tourism destinations. However, there is a gap in the literature as there are few studies examining the impact of violent crime series on the (de)motivation to travel to these locations and on the perception of destination safety (safe to travel). This study proposes a new theoretical framework to describe viewers' processing of the TV series attributes and its impact on the motivation to travel. An experimental plan 2 previous destination image (positive versus negative) x 2 series storylines (low versus high levels of violence and gore) was conducted in order to analyse the inter-subjects and intra-subjects’ variation on viewer response after watching the series trailers. Results showed significant differences in perceived destination safety, destination image, and intention to travel to the film location. The positive or negative (in)congruence between the storyline and previous image influences the self-congruence between the viewer and the destination and changes the perceived safety and image of the destination, which in turn influences the motivation to travel.