UNDERSTANDING THE INFLUENCE OF FILM ON TOURISTS' BEHAVIORAL INTENTION: A STUDY OF PARA-SOCIAL INTERACTION AND PLACE ATTACHMENT

Abstract

The influence of film on viewers' willingness to travel has been a topic of interest in tourism research. This study explores the path mechanism of para-social interaction and place attachment on film-induced tourists’ behavioral intention. A questionnaire survey was conducted on 318 respondents who recently watched the film A Little Red Flower. The study found that emotional involvement positively impacts tourism behavioral involvement in film-induced tourists, which in turn affects place dependence and place identity. Place dependence and place identity both have a significant, positive impact on tourism behavioral intention. The results suggest that management teams of film tourism destinations should aim to showcase unique local customs based on fans' and audiences' preferences to increase tourism behavior intention. Further research could expand the sample and consider other films to verify the applicability of the conclusions.