Adventure Game Show:Audience Involvement, Destination Image and Audience Behavior

Abstract

Currently the popularity of the television programs is on the rise. Entertainment programs attract viewers' attention because they are dominated by games and usually involve physical activities of the game show contestants. The shooting location varied, including adventure tourism destinations comprising natural scenery. This study uses an experimental method to measure the behavior intentions of game show viewers toward adventure tourism screened in the program. This study proves that the relationship of audience involvement and behavioral intentions to travel to tourist destinations is mediated by cognitive and affective images. In particular, cognitive image can significantly correlate toaffective image, and both affect behavioral intentions. The medium of television deals with psychological process, so it is found that audience involvement determines audience behavior intentions. Meanwhile, the image of a tourist destination mediates this relationship, giving the perception of cognitive and affective images, hence these two variables are found to be important mediators. Therefore, the management of television programs as a medium of communication need to focus on creating more positive pictures of adventure tourism destinations, which will also lead to the formation of positive affective image. The more beautiful the image of the tourist destination is, the higher travel intentions will be in the future. This study affirms there is a connection between the psychological or emotional dimensions (affective) with intention for visiting tourists.