A Study On The Influence Of Film And Television Programs On The Tourist Intentions Of The Chinese Post-90s Generation

With the rapid developing of the society and economy,our leisure activities in the daily lives were also getting richer.As a new type of tourism which was born at the right moment,the movie-induced tourism was flourishing with the times.A magnificent number of scholars and experts was doing their efforts on studying the movie-induced tourism in multi-field from different perspectives with innumerable great achievements.Reviewing the latest development,our domestic studies were mostly focused on discussing the developing status and business strategies and lack of the ones on micro level.In this study,it was about to take the US TV series Game of Thrones as an example to do a research on the generation born during the 1990s in China about their intentions of movie-induced tour.After the questionnaire was administered,Factor Analysis,Variance Analysis,Regression Analysis and other several Statistics Tools would be applied to verify the relationship and influence among the TV series,Destination Images and the Tourist Intentions.An analysis on how TV Series influenced the Post-90s Generation’s Tourist Intentions will be followed then.Based on the researches of the influence factors on tourists intentions of filminduced tourists who were born in 1990s,this study was aimed to learn about the relationship and influence path among the film and television programs,the destination images and the behavior intentions,and then to get a more particular knowledge of the tourist motivations and influence factors for tourists to travel in shooting locations,and finally to provide feasible suggestions for the development of tourism resources of tourism destinations,and also to provide referential values for propaganda measures of film and television company or tourism enterprises.The findings were followed as below.Firstly,film and television programs led to a significant and positive effect on cognitive image and emotional image;cognitive image led to a significant and positive effect on emotional image;film and television programs,cognitive image led to a significant and positive effect on tourist behavior intentions;emotional image did not lead to a significant and positive effect on tourist behavior intentions in this study.Secondly,the motivations and factors which influenced tourists’ willingness to travel in shooting locations were listed as below according to their influence in this study:the motivation for Pilgrimage,the attraction by shooting location,the motivation for seeking,and the motivation for verifying.The attraction by publicity and the attraction by subsequent effect did not lead to a significant and positive effect in this study.Based on the former research by several scholars,this study summarized the factors and motivations in a new way.And this was the first time studying on the tourist intentions of Post-90s Generations of China.In the further research,it was planned to discuss the scientific and rationality of the indicators in a better way,and then collect the consumer preferences of Post-90s Generation in movie-induced tourism in order to offer accurate marketing strategies in the future.