Recognition And Accessintention To The Tourist Destination Under The Influnces Of The Freqency Of Watching The Film And TV Work

Since 2000, Korean-Wave which is putting South Korea at its centre has swept across Asia. Korean culture industry spreads to the whole world, and the popularization of Korean-Wave promotes the related industries. As a result, people were impressed by Korea tourism destination image increasingly. South Korean film and television production with wide audience, strong concealment and good effect has become an important mean to promote its tourism destination image. Film and television production provides relevant information of tourism destination for tourists through its own way, so that tourists involuntarily grasp and understand the information of tourism destination image. Film and television production is not only the best choice to improve awareness and appeal of the tourism destination in short term, but also an important way to make potential tourists generate access intention.Therefore, this paper explores the effect of contact frequency of film and television production to the cognitive image and access intention through the literature and empirical analysis method. Based on relevant literature combined with features of destination cognitive image, this paper uses questionnaires to study the relationship between contact frequency, access intention and destination cognitive image from multi-perspective views such as tourism, statistics and so on. The study found that the media variables exist in the influence of contact frequency on other variables, and the contact frequency of film and television production has a direct or indirect impact on other variables through tourists’familiarity to destination imageThis paper verified the research hypothesis through empirical analysis, validated the relationship between variables, proved that contact frequency of film and television production can influence cognitive image and tourists’ access intention. Today, tourism is full of vitality all over the world. China should be in line with international standards and learn from Korea’s experience in promoting destination image, combining tourism and propaganda to stimulate tourists’ sense and access intention. We should set up our own tourism destination image by learn from South Korea which established a good tourism destination image through film and television production, instead of blindly following the trend. As to the establishment of tourism destination image, studying the contact frequency of film and television production and tourism destination image becomes more and more important. Relevant development strategies should be put forward to make tourism destination keep pace with the times.