Film-Induced Image Model for Promoting Behavioral Intention of Chinese Screen Tourists: Post Covid-19

Abstract

Film-induced tourism plays a growing role in shaping destination choices, yet limited studies have examined its influence on Chinese tourists in Thailand’s post-pandemic context. To fill this gap, this study investigates how exposure to Thai films and television dramas shapes the film-induced image and subsequently affects tourists’ behavioral intentions. Structural equation modeling (SEM) was applied to analyze data from 420 Chinese tourists, as it effectively tests complex causal relationships among latent variables. The results indicate that film exposure significantly enhances the film-induced image of tourist destinations, positively influencing Chinese tourists' behavioural intentions. These findings highlight the potential of leveraging film media as a strategic tool for destination marketing, particularly in reviving tourism in the post-pandemic era. Furthermore, the study contributes to academic knowledge on media-induced tourism while offering practical insights for policymakers and marketers seeking innovative approaches to attract international visitors.