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Contribution of TV Dramas and Movies in Strengthening Sustainable Tourism

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  • Yidi Hua

    (Research Center of Industrial Economy around Hangzhou Bay, Ningbo Polytechnic, Ningbo 315800, China
    Institute of Asia and Pacific Studies, University of Nottingham, Ningbo 315400, China)

  • Chompunuch Jittithavorn

    (Department of Tourism and Hotel Management, University of Phayao, Bangkok 10330, Thailand)

  • Timothy J. Lee

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology (MUST), Macao 999078, China
    Griffith Institute for Tourism (GIFT), Griffith Business School, Griffith University, Brisbane 4111, Australia)

  • Xiaohua Chen

    (Graduate School of Hotel & Tourism, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study aims to (a) identify the relationship between travel motivation and popular media (mainly films or TV programs), (b) examine the relationship between destination images and popular media as an information source, and (c) investigate the influence of popular media on destination’s decision-making process. The relationship is focused on three aspects: motivation, destination image, and the decision-making process for tourists. This study employed a self-administered questionnaire survey. The questionnaire was composed of (i) respondents’ motivation and general information about their visit to the destination (Jeju Island in Korea), (ii) attributes of the film-induced tourism of their visit to the destination, and (iii) respondents’ socio-demographic elements. A correlation analysis and a standard multiple regression analysis were employed. The results discovered that there is a significant relationship (a) between a destination and popular media, (b) between destination image and popular media, and (c) between the decision-making process and popular media. The implications of this study can help destination marketers and managers build competitive strategies using the effective management of film-related tourist attraction sites to increase visitor numbers and ensure that a sustainable long-term relationship is encouraged between destinations and tourists.

Suggested Citation

  • Yidi Hua & Chompunuch Jittithavorn & Timothy J. Lee & Xiaohua Chen, 2021. "Contribution of TV Dramas and Movies in Strengthening Sustainable Tourism," Sustainability, MDPI, vol. 13(22), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12804-:d:683023
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    References listed on IDEAS

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    1. Lucrezia Lopez & Enrico Nicosia & Rubén Camilo Lois González, 2018. "Sustainable Tourism: A Hidden Theory of the Cinematic Image? A Theoretical and Visual Analysis of the Way of St. James," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    2. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    3. Michał Roman & Arkadiusz Niedziółka & Andrzej Krasnodębski, 2020. "Respondents’ Involvement in Tourist Activities at the Time of the COVID-19 Pandemic," Sustainability, MDPI, vol. 12(22), pages 1-21, November.
    4. Li, ShiNa & Li, Hengyun & Song, Haiyan & Lundberg, Christine & Shen, Shujie, 2017. "The economic impact of on-screen tourism: The case of The Lord of the Rings and the Hobbit," Tourism Management, Elsevier, vol. 60(C), pages 177-187.
    5. Xiubai Li & Jinok Susanna Kim & Timothy J. Lee, 2021. "Collaboration for Community-Based Cultural Sustainability in Island Tourism Development: A Case in Korea," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    6. Jeff Wahl & Seunghoon Lee & Tazim Jamal, 2020. "Indigenous Heritage Tourism Development in a (Post-)COVID World: Towards Social Justice at Little Bighorn Battlefield National Monument, USA," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    7. Sunwoo Park & Namho Chung & Won Seok Lee, 2020. "Preserving the Culture of Jeju Haenyeo (Women Divers) as a Sustainable Tourism Resource," Sustainability, MDPI, vol. 12(24), pages 1-11, December.
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    Cited by:

    1. Raquel Camprubí & Ariadna Gassiot-Melian, 2023. "Advances in Tourism Image and Branding," Sustainability, MDPI, vol. 15(4), pages 1-3, February.
    2. Yuthasak Chatkaewnapanon & Timothy J. Lee, 2022. "Planning Sustainable Community-Based Tourism in the Context of Thailand: Community, Development, and the Foresight Tools," Sustainability, MDPI, vol. 14(12), pages 1-13, June.

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