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Improving the Tourist’s Perception of the Tourist Destinations Image: An Analysis of Chinese Kung Fu Film and Television

Author

Listed:
  • Huan Chen

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China
    These authors contribute equally to this article.)

  • Yifan Zuo

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China
    These authors contribute equally to this article.)

  • Rob Law

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China)

  • Mu Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

Abstract

Cultural media, film, and television works can increase the popularity of the image of tourist destinations, thereby promoting the sustainable development of the tourism industry and obtaining economic benefits. This study takes Chinese kung fu film and television as examples to explore the mechanism of audience participation in the perception of tourist destinations. It further explores the mediating effect of cultural contact. The study took the image perception of tourist destinations as the dependent variable and audience participation as the independent variable. A total of 331 subjects were surveyed, and a multi-layer regression model was established to test the rationality and validity of the hypothetical theoretical model. The research results show that audience participation in martial arts films and television tourism can directly and indirectly affect the audience’s perception of martial arts culture. At the same time, the viewer can achieve contact with martial arts culture through film and television, accordingly forming his or her perception of the destination. In other words, film and television audience participation can bring more cultural contact to the audience. In turn, cultural contact can enhance the image perception of tourist destinations and play an important intermediary role in the process of audience participation by enhancing the perception of tourist destinations. By confirming the variable relationship in Wushu film and television tourism, this research fills the gap between the two aspects, which contributes to promoting the two-way interaction between Wushu film and television works and tourism marketing and achieving the long-term sustainable development of tourism destinations.

Suggested Citation

  • Huan Chen & Yifan Zuo & Rob Law & Mu Zhang, 2021. "Improving the Tourist’s Perception of the Tourist Destinations Image: An Analysis of Chinese Kung Fu Film and Television," Sustainability, MDPI, vol. 13(7), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3875-:d:527803
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    References listed on IDEAS

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    1. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    2. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    3. Connell, Joanne, 2012. "Film tourism – Evolution, progress and prospects," Tourism Management, Elsevier, vol. 33(5), pages 1007-1029.
    4. Ouyang, Zhe & Gursoy, Dogan & Sharma, Bishnu, 2017. "Role of trust, emotions and event attachment on residents' attitudes toward tourism," Tourism Management, Elsevier, vol. 63(C), pages 426-438.
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    Cited by:

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    2. Elide Di-Clemente & Ana Moreno-Lobato & Elena Sánchez-Vargas & Bárbara-Sofía Pasaco-González, 2022. "Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions," Sustainability, MDPI, vol. 14(15), pages 1-15, August.
    3. Sara Nunes & Samiha Chemli & Alejandro del Moral Agúndez & Kang Jin Seo & Julia Fragoso da Fonseca, 2022. "Descriptive Analysis of the Recent Advances of Film-Induced Tourism: Identification of Strengths, Gaps and Opportunities," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 15(2), pages 233-247.
    4. Carmen-Mihaela Cretu & Anca-Gabriela Turtureanu & Carmen-Gabriela Sirbu & Florentina Chitu & Emanuel Ştefan Marinescu & Laurentiu-Gabriel Talaghir & Daniela Monica Robu, 2021. "Tourists’ Perceptions Regarding Traveling for Recreational or Leisure Purposes in Times of Health Crisis," Sustainability, MDPI, vol. 13(15), pages 1-24, July.

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