Increasing visit intention to a destination using viewers' engagement through film: Moderating effect of various media usage

This study investigates the difference in the impact of destination image created from a film on audiences’ visit intention with their engagement towards the film when watched on the big screen or small screen. The study was held by surveying over 400 respondents who have watched the chosen film on the big or small screen. They are questioned what image they perceive of the destination after watching the film, how high their engagement level is to the film, and their intention to visit the destination. The results are analyzed with PLS-SEM by using multigroup analysis (MGA) to compare the effect between the two kinds of media used. This study will help marketers and academicians’ decision-making process when they’re using film on the big and small screen as a tool to promote their destination.