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- Title
The Effect of Destination as Product Placement in Movies on Taiwanese Outbound Tourism.
- Authors
Josiam, Bharath M.; Yi-Ju Tao; Yen Ju Chen; Tai Yi Huang; Moody, Bailey M.; Tsong-Zen Liu
- Abstract
Movie-induced tourism is a growing sector of the tourism industry; as such, it is gaining considerable attention in academic research. This type of tourism happens when a tourist visits a destination as the result of the destination being featured in popular film, whether that be movies, television shows, or TV dramas. This research focuses on the "product placement" of destinations in film and how these placements affects tourist perception of destination image. This study was conducted in Taiwan in order to gain a better picture of the Taiwanese demographic, which is growing and highly engaged with both film and foreign travel. This research focused on the effects of Taiwanese outbound international tourism and discovered that France, Japan, the UK, Korea, and the USA were the top destinations favored by Taiwanese tourists. These destinations were cited most often and rated highest according to seven destination attributes. Based on films seen by Taiwanese tourists, they have the best-formed destination images of these five countries.
- Subjects
OUTBOUND tourism; TOURISM advertising; INTERNATIONAL travel; DESTINATION image (Tourism); PLACE marketing
- Publication
Optimization: Journal of Research in Management, 2020, Vol 12, Issue 1, p36
- ISSN
0974-0988
- Publication type
Article