Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism
The popularity of film and television causes audiences to flock to the location of filming, and thus film tourism is widely been used as an efficient tool in destination branding and marketing. Accordingly, this study takes Chinese Kung Fu film and television as an example, using the method of regre...
| Published in: | Frontiers in Psychology |
|---|---|
| Main Authors: | , , , |
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-10-01
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| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.979839/full |
| _version_ | 1852694121515319296 |
|---|---|
| author | Jiangtao Xia Qihang Qiu Yifan Zuo Liang Wang |
| author_facet | Jiangtao Xia Qihang Qiu Yifan Zuo Liang Wang |
| author_sort | Jiangtao Xia |
| collection | DOAJ |
| container_title | Frontiers in Psychology |
| description | The popularity of film and television causes audiences to flock to the location of filming, and thus film tourism is widely been used as an efficient tool in destination branding and marketing. Accordingly, this study takes Chinese Kung Fu film and television as an example, using the method of regression model to study audience involvement, cognitive destination image, tourists’ anticipated experiences, and visit intention into an overall framework. Findings illustrate a significant positive correlation among these four factors. Specifically, cognitive destination image and tourists’ anticipated experiences have a partial mediating effect on the relationship between audience involvement and visit intention. This study provides three suggestions for the development of film tourism, namely maximizing the marketing effect, strengthening the unity of film and images of destinations, and making full use of modern marketing tools. |
| format | Article |
| id | doaj-art-e95a493af5dc4a3db73473abf2cd27a2 |
| institution | Directory of Open Access Journals |
| issn | 1664-1078 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| spelling | doaj-art-e95a493af5dc4a3db73473abf2cd27a22025-08-19T21:23:23ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-10-011310.3389/fpsyg.2022.979839979839Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourismJiangtao Xia0Qihang Qiu1Yifan Zuo2Liang Wang3School of Leisure Sports and Management, Guangzhou Sport University, Guangzhou, ChinaFaculty of Human Geography and Planning, Adam Mickiewicz University, Poznań, PolandSchool of Physical Education, Shenzhen University, Shenzhen, ChinaSchool of Physical Education, Yichun University, Yichun, ChinaThe popularity of film and television causes audiences to flock to the location of filming, and thus film tourism is widely been used as an efficient tool in destination branding and marketing. Accordingly, this study takes Chinese Kung Fu film and television as an example, using the method of regression model to study audience involvement, cognitive destination image, tourists’ anticipated experiences, and visit intention into an overall framework. Findings illustrate a significant positive correlation among these four factors. Specifically, cognitive destination image and tourists’ anticipated experiences have a partial mediating effect on the relationship between audience involvement and visit intention. This study provides three suggestions for the development of film tourism, namely maximizing the marketing effect, strengthening the unity of film and images of destinations, and making full use of modern marketing tools.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.979839/fullfilm tourismKung Fuaudience involvementvisit intentiondestination imageanticipated experience |
| spellingShingle | Jiangtao Xia Qihang Qiu Yifan Zuo Liang Wang Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism film tourism Kung Fu audience involvement visit intention destination image anticipated experience |
| title | Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism |
| title_full | Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism |
| title_fullStr | Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism |
| title_full_unstemmed | Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism |
| title_short | Can audience involvement stimulate visit intention in Chinese Kung Fu? Using a serial multiple mediation model to explore film tourism |
| title_sort | can audience involvement stimulate visit intention in chinese kung fu using a serial multiple mediation model to explore film tourism |
| topic | film tourism Kung Fu audience involvement visit intention destination image anticipated experience |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.979839/full |
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