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| Author: | Hudson, S. Wang, Y. Gil, S.M. |
| Title: | The influence of a film on destination image and the desire to travel: A cross-cultural comparison |
| Journal: | International Journal of Tourism Research
2011 : MAR/APR, VOL. 13:2, p. 177-190 |
| Index terms: | tourist industry tourism travel marketing South America |
| Freeterms: | destination image film tourism |
| Language: | eng |
| Abstract: | This study aimed to measure the immediate impacts of a film on the perceptions of viewers from different countries. For the experiment, the movie chosen was the 'Motorcycle Diaries' featuring prominently South America (hereafter as: S-A). Based on established scales from the tourism and marketing literature, viewers from the USA, Canada and Spain were surveyed before and after seeing the film. The results showed that the film did change the viewers' perceptions of S-A. After watching the film, a large percentage of the respondents expressed a desire to visit the countries seen in the film, with Canadians showing a significantly higher desire to visit S-A. than the U.S. and Spanish respondents. Those who were motivated to travel by the film were especially influenced by the scenery, landscape and the cultural attractions of the destination. |
SCIMA