Using the Dual Mediation Model to test for movie Impacts on visitation to movie locations
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Current research on movie-induced tourism acknowledges the impact movies have on viewers’ travel destination choices. However, the majority of studies lacks an empirically tested decision-making framework. The key objective of this conceptual paper is to introduce dual mediation theory that can explain how movies impact on travel destination choices. This paper is the first to apply the dual mediation model (DMM) to movie-induced tourism with the aim of understanding the cognitive communication process involved in decision-making. In doing so, the paper introduces empathy, nostalgia and perceived risk to the DMM and tests for their impacts on attitude toward and intention to visit a movie location. The proposed decision-making framework makes several contributions. First, it provides researchers with theoretical underpinning for future empirical tourism studies in the area. Second, it encourages better collaboration between government, movie producers and destination managers to deliver a movie that provides consistent branding in its story, location and product placements.
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