Cinematic journeys: analysing the appeal of pop culture tourism through tourist perceptions

Pop culture tourism, particularly media-induced tourism, is an increasingly relevant phenomenon in which travel decisions are shaped by popular media such as films, TV series, literary works, and other forms of media. This paper explores the intersection of media consumption and tourist behaviour, focusing on how audiences engage with cinematic franchises through travel and how these experiences influence travellers’ decisions. Using quantitative data collected through a questionnaire with a sample size of 116 respondents, distributed during a pop culture event – London MegaCon 2024—the study investigates the impact of demographic variables such as age, gender, and country of residence on preferences for franchise-related destinations, guided tours, and trip duration. The data were analysed with IBM SPSS and show that gender and country of origin significantly impact travel motivations, while age has less influence. A strong interest in guided tours and visits to franchise-related locations was recorded, especially among frequent travellers. The data also revealed interest in multiple franchises, suggesting that tourism experiences can be multifaceted, encompassing various fan interests rather than being tailored to a single franchise. These findings have implications for destination marketers and tourism product developers. Strategies such as immersive storytelling, customisable tour packages, and product diversification can enhance the appeal of pop culture sites.