A Study On The Movie Product Placement Effect Concerning Domestic Tourist Destination

With the development of marketing, product placement in movie and TV series is becoming an ordinary state. Product placement means to place products, logo or service in a media consciously and inconspicuously for some business purposes. But as we can see the product placement is used in entity product or brand in movie and TV series in most cases. Tourist destination placed in movie and TV series appears in early days. However, the phenomenon that movie can induce tourism is not taken seriously by the tourism marketing organizations. Movie-induced tourism, which means tourist activity induced by the viewing of movie and TV or related, is in a free development. As the prosperity of culture industry in recent years, tourism is booming along with it. Culture tourism which movie-induced tourism belongs to plays an important role in the market. Tourism marketing organization realized the importance of product placement and starts to apply it on tourism destination.Based on the literature and content analysis, together with the communication science including the propagation mode, audience theory and propagation effect, and the tourist destination marketing and destination image, a model is built to explore the factors and evaluate the marketing effect in this paper. A questionnaire is designed for the case movie 《If you are the one 2》. By comparing the different performances between Beijing and Sanya, we try to find the key factors and points in the process, which can indicate the development direction on the practice of the destination marketing in PPL.