Beyond Tokyo Rainbow Bridge: destination images portrayed in Japanese drama affect Taiwanese tourists’ perception

The objective of this study was to measure the immediate impacts of a fi lm on the perceptions of viewers from different countries. The fi lm chosen for this experiment was the Motorcycle Diaries in which South America was featured prominently in the fi lm. Using established scales from the tourism and marketing literature, viewers from the USA, Canada and Spain were surveyed before and after seeing the fi lm, and results showed that the fi lm did change the viewers' perceptions of South America. After watching the fi lm, a large percentage of the respondents expressed a desire to visit the countries seen in the fi lm, with Canadians showing a signifi cantly higher desire to visit South America than the US and Spanish participants. Those who were motivated to travel by the fi lm were especially infl uenced by the scenery, landscape and the cultural attractions of the destination as depicted in the movie. Copyright © 2010 John Wiley & Sons, Ltd. Received 18 February 2010; Revised 15 August 2010; Accepted 25 August 2010 Keywords: fi lm tourism; destination image; South America; tourism marketing. INTRODUCTIONThe impact of fi lms on people's image formation has been widely acknowledged in the literature (Butler, 1990;Riley and van Doren, 1992;Gartner, 1993;Schofi eld, 1996;Iwashita, 2003;Kim and Richardson, 2003). Films are not generally produced with the intent to attract tourists to a destination, but tend to infl uence viewers indirectly as a background part of the movie's message (Butler, 1990). This is because they can present millions of viewers with substantial information about a destination, create a fi rst-time image or alter an existing image in a relatively short period of time (Hahm et al., 2008). For a destination, the publicity generated by a major motion picture and by the high-profi le actors can be tremendous (Beeton, 2005). Researchers have already asserted that fi lms are more likely to reach wider audiences with less investment than specifi cally targeted tourism advertisements and promotion (Dore and Crouch, 2003). As a result, fi lm-induced tourism or fi lm tourism as it is referred to in this paper, can be an effective marketing tool for destinations that lack fi nancial backing for strong advertising campaigns, especially at a time of economic downturn.But despite the growing awareness of the relationship between fi lm and tourism, as well as the anecdotal application of fi lm tourism in destination marketing, the impacts of fi lm tourism still appear to be under-appreciated. Though the effects of fi lm tourism can be long lasting and have signifi cant long-term economic and social effects, many tourism organizations have been slow to tap the potential Copyright © 2010 John Wiley & Sons, Ltd. Int. J. Tourism Res. 13, 177-190 (2011) and Ritchie, 2006). Academic research on fi lm tourism has been around since the early 1990s, but the popularity and extensiveness of research in this area has increased in recent years (Hahm et al., 2008), with most studies examining the increase ...

show abstract

Section: Discussionmentioning

confidence: 91%

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

Hudson

Wang

Gil

2010

Journal of Tourism Research

182

104

View full text Add to dashboard Cite

show abstract

“…Third, preference for other national films can vary according to cultural distance or proximity level, and the effects of nostalgic motivation on actual film tourism likely varies cross-nationally and/or cross-culturally (Liou 2010; Suni and Komppula 2012). Thus, international comparative research on this subject comparing the similarities and differences of different cultures would be welcomed.…”

Section: Conclusion and Suggestions For Future Studymentioning

confidence: 99%

The Effect of Film Nostalgia on Involvement, Familiarity, and Behavioral Intentions

Kim

Petrick

2017

Journal of Travel Research

View full text Add to dashboard Cite

A film contains an amalgamation of diverse features and provides audiences with a variety of reminiscent elements. Thus, this study aimed to identify the role of nostalgia in the involvement, familiarity, and behavioral intentions of potential film tourists. Thus, 610 respondents were selected to test a conceptual model explaining the role of nostalgia. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) were employed. Results indicated that, to some extent, nostalgia is an influential concept in explaining film tourism. The efficacy to explain the effects of nostalgia on involvement, familiarity, and behavioral intention showed relatively different. In particular, reminiscence of mimicking and desire to buy brand products were the most significant predictors in explaining other constructs, whereas the influence of the contents of the story on behavioral involvement was not significant.

show abstract

“…Destination image in relation to tourism can be defined as a continuous mental process by which one holds a set of impressions, emotional thoughts, beliefs, and prejudices regarding a destination due to information obtained from different channels (Crompton, 1979; Liou, 2010; Milman, 2011; Reynolds, 1965). In the field of tourism, destination marketing-related literature has coincided with the consequence of image in relation to the overall success of a destination (Chen and Kerstetter, 1999; Crompton, 1979; Hanlan and Kelly, 2004; Hunt, 1975).…”

Section: Introductionmentioning

confidence: 99%

Destination image formation process

Kim

Chen

2015

Journal of Vacation Marketing

107

View full text Add to dashboard Cite

To augment the current perspective on the tourism destination image formation process, this study highlights the concept of 'schema', which is a mental structure of perceiving and classifying acquired information or knowledge. This study first proposes two schema-related models that illustrate the image formation process before, during, and after the tourist trip. Specifically, this study enlists five Prime Tourist Destination Schemas entailing (1) place, (2) mega event, (3) crisis, (4) self, and (5) emotion to depict the destination image formation process that is constantly modified owing to its dissimilation with new information, wherein these information sources could affect the formation of the destination image before the trip. Once the tourist visits the destination, the schemas may be altered, resulting in three different types of conditions within the tourist's schematic fabric: congruity, moderate incongruity, and extreme incongruity. Accordingly, the resultant destination images after the trip may be labeled as an identical image, a moderately transformed image, or a largely transformed image based on experience input. Critical viewpoints in future model testing are furnished.

show abstract

Beyond Tokyo Rainbow Bridge: destination images portrayed in Japanese drama affect Taiwanese tourists’ perception

Cited by 37 publications

References 25 publications

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

The Effect of Film Nostalgia on Involvement, Familiarity, and Behavioral Intentions

Destination image formation process

Contact Info

Product

Resources

About