The Influence Of Successful Film On Destination Image And Travel Decision

With the rapid development of social economy, leisure activities of the film and television for the residents are increasingly rich. As a new type tourism,film-induced tourism presents the vigorous development of new momentum. The study based on different perspective about film-induced tourism is more widely, and the results are fruitful. In the context of the present stage about the research progress of film-induced tourism, domestic researches mostly focus on the discussion of its development status and operation strategy and lack of some about its influence on micro level. In comparison, abroad study is more wide and deep. There is some researchers on the tourism subject experience and travel decision, but mostly just for two of film elements, tourism destination image and travel decision. It’s scanty that put the all three within a framework and study the effect of each other. However, in view of the importance of film elements, tourism destination image and travel decision for film-induced tourism, it’s necessary to discuss the effect of each other and the route film to the travel decision. In consideration of existing literature, film element can be divided into plot and celebrity, destination image can be divided into cognitive image and affective image. Taking the Lost in Thailand as example,adopting questionnaire survey method, taking people viewing the film but not been to Thailand as investigation object, using the factor analysis, variance analysis, regression analysis and other methods to explore the differences of the film elements, tourism destination image, travel decision in demographic characteristics, film factor impact on the tourism destination image and travel decision exists and the path of film elements to tourism will.The article is divided into five chapters, the first chapter is introduction, mainly includes the research background, research purpose, research significance, problems, basic definition and research process, The second chapter is about research hypothesis which is on the basis of existing domestic and abroad researches, The third chapter mainly introduces the research methods, including research framework, research variables, questionnaire design, process, analysis tools, The fourth chapter is about the whole recycling questionnaire data processing stage, the factor analysis and variance analysis of the results show that gender, international experience and viewing frequencies do not have difference on plot, celebrity effect, cognitive image, affective image and travel decision. But different ages, education levels and viewing frequencies will affect of celebrity effect, plot, cognitive image, affective image and tourism in some way. Low education degree of viewer tend to produce more identity, have multiple viewing experience viewer can often produce more sense of identity than a single viewer viewing experience viewer. Using multiple regression analysis, validation,7 of 10 hypotheses proposed are supported. Based on the hypothesis of test results, path graph about film elements to tourism will has been built; The fifth chapter is the end of the article, first of all, summarizing the research results and the main findings, then proposing advice to film and television tourism marketers, namely to attaching great importance to the celebrity and the plot the influence of destination image and tourist will, paying attention to the degree of match about film and television works, actor itself and the plot. Finally pointing out the study limitations and future research prospects.