The Motivation to Visit Film-Induced Tourism Destinations Among Youth Travelers in Malaysia

Abstract

Tourism and film are linked through their power to create and develop destination images for certain destinations. This study aims to identify the three main factors that influence the youth travelers decision to visit film-induced tourism destinations. Data were collected using an online survey to ease approaching and reaching a wide range of respondents among youth travelers in Malaysia. The respondents were reached via the convenience sampling method. A total number of 385 respondents were selected as samples for this study. Results indicated that respondents were motivated to revisit film-induced tourism in the future if they had taken film-induced tourism in the past. The motivation of respondents to visit film-induced tourism destinations was influenced by unique experiences, scenery and celebrity factors. The findings of the research also suggested that most tourists are more likely to be incidental film tourists. This study had made a significant contribution to the literature by providing a valuable consumer perspective to understanding film-induced tourism.