The effect of audience involvement on previsit behavioral intentions: the mediating role of place attachment

Abstract

Purpose This study aims to explore the determinants of behavioral intentions during the previsit stage by investigating the influence of audience involvement with the audiovisual product and the mediating role played by place attachment. Design/methodology/approach Structural equation modeling was employed to verify the hypothesized relationships using the AMOS 24.0 program to assess the proposed model. A total of 564 young Chinese audiences who had watched the Thai television (TV) series “I Told Sunset About You” but had not previously visited Phuket, Thailand, were collected using the online survey as participants. Findings The findings indicate that audience involvement has a significant positive effect on place attachment and behavioral intentions during the previsit stage. Place attachment significantly influences behavioral intentions. Moreover, the result suggests that place attachment significantly mediates the relationship between audience involvement and behavioral intentions. Research limitations/implications This study contributes to film tourism research by revealing the crucial role of audience involvement in enhancing place attachment and fostering behavioral intentions toward depicted destinations among potential tourists. Practical implications This study suggests that destination marketers should be aware of the soft power of films and TV series to promote destination and attract prospective tourists. Originality/value This study provides a distinctive perspective on the interrelationships between audience involvement, place attachment, and previsit behavioral intentions. Additionally, it sheds light on the underlying mechanisms influencing potential tourists' behaviors in the context of film tourism.