Contribution of TV Dramas and Movies in Strengthening Sustainable Tourism

Yidi Hua, Chompunuch Jittithavorn, Timothy J. Lee and Xiaohua Chen
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Yidi Hua: Research Center of Industrial Economy around Hangzhou Bay, Ningbo Polytechnic, Ningbo 315800, China
Chompunuch Jittithavorn: Department of Tourism and Hotel Management, University of Phayao, Bangkok 10330, Thailand
Timothy J. Lee: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology (MUST), Macao 999078, China
Xiaohua Chen: Graduate School of Hotel & Tourism, Kyung Hee University, Seoul 02447, Korea

Sustainability, 2021, vol. 13, issue 22, 1-14

Abstract: This study aims to (a) identify the relationship between travel motivation and popular media (mainly films or TV programs), (b) examine the relationship between destination images and popular media as an information source, and (c) investigate the influence of popular media on destination’s decision-making process. The relationship is focused on three aspects: motivation, destination image, and the decision-making process for tourists. This study employed a self-administered questionnaire survey. The questionnaire was composed of (i) respondents’ motivation and general information about their visit to the destination (Jeju Island in Korea), (ii) attributes of the film-induced tourism of their visit to the destination, and (iii) respondents’ socio-demographic elements. A correlation analysis and a standard multiple regression analysis were employed. The results discovered that there is a significant relationship (a) between a destination and popular media, (b) between destination image and popular media, and (c) between the decision-making process and popular media. The implications of this study can help destination marketers and managers build competitive strategies using the effective management of film-related tourist attraction sites to increase visitor numbers and ensure that a sustainable long-term relationship is encouraged between destinations and tourists.

Keywords: tourist destination; destination image; TV dramas; travel motivation; decision-making process (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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