英文摘要 |
Film-induced tourism has gained popularity in recent years. However, insight on tourist behaviors toward film tourism attraction is lacking. Thus, applying balance theory, this study examines the relationships among consumers, drama characters, and attraction and their impact on consumers' purchase intention of an attraction and its product line extension. Participants are viewers of Boys over Flowers, a South Korean TV series that won several awards in 2009. Data are from 323 valid questionnaires. The findings suggest that once viewers identify with a drama's characters, their attitude becomes consistent with that of the drama characters toward a featured attraction. This increases their purchase intention of the tourism attraction and, in turn, of a product line extension. Consumers' purchase intention toward an attraction further intensifies their purchase intention toward other tourism attractions, indicating that tourists consider other attractions identical to those in the drama and as products of the same tourist sites. Simply put, the featured attraction strengthens consumers' identification with various products associated with the tourism attraction. This study highlights the applicability of balance theory in exploring tourists' purchase behaviors toward film-induced tourist attractions. Tourism authorities can adopt the strategy of film-induced tourism attraction to promote scenic spots. |