The effects of Bollywood film-induced tour guiding on revisit intentions and destination image

Abstract

Film-induced tour guiding is evolving as a hybrid of storytelling and information and communication technologies. It is a contemporary approach to tour guiding with the sharing of visual, vocal, and celebrity effects via audiovisual clips before and on-site during tours. The main purpose of this research was to investigate the impacts of film-induced tour guiding with a specific focus on Bollywood movies. A mixed-method research design was followed by employing qualitative and quantitative analysis methods. Structural equation modeling revealed that celebrity and vocal effects, and destination image had positive and significant impacts and highlighted the influence of Bollywood stars, storytelling, and destination perceptions in shaping revisit intentions. The findings offer vacation marketers several suggestions on how to augment film-induced tourism and tour-guiding effectiveness.