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Home / Tourism Analysis, Volume 30, Number 3

Significance of Destination Fascination in Destination Marketing Through Movies

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This study investigates how destination fascination influences behavioral intentions to visit film-featured destinations, with destination preference, attachment, and attitude serving as cognitive, affective, and conative mediators. Using attention restoration theory (ART) and the reasonable person model (RPM), a cross-sectional study involving 417 respondents was conducted to examine these relationships. The findings reveal that destination fascination positively impacts destination preference, deepens emotional attachment, and fosters favorable attitudes, significantly enhancing tourists’ intentions to visit. This research expands the understanding of films as powerful tools for destination marketing, particularly in domestic tourism, and highlights the importance of leveraging emotional and cognitive factors in promoting tourist destinations. The study contributes to tourism and environmental psychology by exploring destination fascination’s intrinsic and extrinsic outcomes, offering valuable insights for destination marketing strategies.

Keywords: BEHAVIORAL INTENTIONS; DESTINATION FASCINATION; DESTINATION MARKETING; DESTINATION PREFERENCE; VIEWERS’ ATTITUDE

Document Type: Research Article

Affiliations: 1: School of Management, Universiti Sains Malaysia, Penang, Malaysia 2: Department of Marketing, Indian Institute of Management, Indore, India 3: Department of Tourism, International Islamic University Malaysia, Johor, Malaysia

Publication date: July 7, 2025

This article was made available online on May 25, 2025 as a Fast Track article with title: "Significance of Destination Fascination in Destination Marketing Through Movies".

More about this publication?
  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.

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