FILM-INDUCED TOURISM: THE IMPACT OF DESTINATION EXPOSURE BY LOCALLY-MADE MOVIES ON TRAVEL TO JAPAN
DOI:
https://doi.org/10.55197/qjssh.v4i4.255Keywords:
destination image, destination exposure, travel intention, modified, transfer modelAbstract
Japan has long been a prominent film destination, having given the world Akira Kurosawa (1910-1998), the great film director and cult movie figure. The influence of Japan on Hollywood production is evident and well-established, however there are limited studies concerning the influence of locally made Japanese movies in film-induced tourism in Japan. There exists an underutilized opportunity of destination exposure in Japanese film markets through locally made movies that can induce audiences’ travel behavior; thus, it is crucial to understand the impact of destination exposure specific in the Japanese film market. The study adapted the modified meaning transfer model, and this characterizes product placement as a transformative process whenever viewers can see the things without needing to utilize them. Experimental Quantitative research design was utilized in this research with 30 respondents chosen through purposive sampling. This established the following factors to effectively and objectively gather data: (1) treatment factors which is destination exposure, (2) the scope or variation of attributes in which the treatment factors were measured are affective attribute and affective affinity, (3) the manner in which the data were gathered and recorded through pre-testing and post-testing of a Likert scale modified instrument which measure travel intention through familiarity of culture and attractions and the desire to visit Japan, (4) the criteria provided the conclusions and implications for the recorded data as well as the treatment of paired T-test. The study found that destination image as a single determinant is significant factor in influencing travel intention of the participants. Age showed significant difference with travel intention before exposure to destination image while desired duration of travel is found to be significant in familiarity of destination image before exposure.
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