Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of South Korea

Abstract

In the realm of film tourism, film-induced effects have been identified to be integral factors in the formation of intentions of a viewer to visit a destination. Grounded on the stimulus-organism-response (SOR) model, the present study aims to examine how Korean film-induced effects (visual, vocal, and celebrity) influence viewers’ intention to visit South Korea. Furthermore, it investigates the intervening role of country image on the relationship between film-induced effects and intention to visit South Korea. The respondents were Filipino viewers of Korean movies and dramas, and they were selected using the river sampling technique. Using variance-based (partial least squares) path modelling, the results revealed that film-induced effects significantly and positively influence viewers’ intention to visit South Korea, and visual effect largely contributes to the formation of these intentions. Country image was also found to significantly influence intention to visit, and act as a mediator on the link between film-induced visual effect and intention to visit South Korea. The present study addresses the gap in literature as it showed the indirect role of country image on the relationship between film-induced visual effect and intention to visit South Korea.

Marca País y Turismo: Familiaridad, Percepción e Intención de Visita

“…Las campañas de marketing turístico o los productos de las industrias culturales serían un factor contribuyente más a la imagen general del país (Dela Cruz;Lacap, 2023;Fernández-Cavia et al, 2020), como lo serían las apariciones de ese país en los medios con noticias sobre su situación política, económica o social o las opiniones de personas que conocen e330204 Profesional de la información, 2024, v. 33, n. 2. e-ISSN: 1699-2407 4 por un motivo u otro el lugar (McCartney et al, 2008;Gartner, 1994).…”