The influence of audience involvement and flow on destination image and destination attachment

Zhao, Yiting
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University of Guelph

This study examines the relationship among audience involvement, flow experience, destination image, destination attachment and behavioural intention in popular-media induced tourism. 445 valid surveys were collected through the online panel SoJump from Chinese audience members aged 18 or older who had watched all episodes of the drama “Goblin: The Lonely and Great God”. Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) was performed to analyze the data. The findings reveal that audience involvement contributes to audiences’ flow feeling, destination image and destination attachment. Audiences’ flow experience of watching TV production is only shown a positive effect on people’s destination image but not on destination attachment. Positive destination image leads to positive destination attachment which in turn lead to positive potential behaviours. The results enrich the existing literatures of popular-media induced tourism and provide an in-depth understanding for destination management organizations or marketers of using media production as a marketing method to promote destinations.

audience involvement, flow, destination image, destination attachment, behavioral intention