The Impact of Film Factors on Destination Image and Travel Intention: A Comparative Study Between Vietnamese and Korean Film Industry

Abstract

Film tourism represents a growing opportunity for destination marketers, yet limited research examines how specific filmic components within a film’s dramatic architecture influence destination image and travel intention. This study addresses this gap through a sequential explanatory mixed-methods design comprising three phases. First, a pre-test (n = 360) using exploratory factor analysis identified and validated four film components: plot, culture and tradition, scenery, and humanism. Second, a between-subjects quasi-experimental study with Vietnamese viewers (n = 792) employed partial least squares structural equation modeling to test how Korean versus Vietnamese films differentially influence domestic and international travel intentions. Third, semi-structured interviews (n = 22) with thematic analysis provided contextual depth and theoretical extension. Results reveal that plot significantly influences both destination image and travel intention for both film types, while culture and tradition affects travel intention only indirectly through destination image. Scenery exhibits paradoxical effects, negatively impacting destination image for Vietnamese films but positively for Korean films, yet positively influencing travel intention for both. Humanism influenced destination image only for Vietnamese films. These findings extend dramatic theory and narrative transportation literature into tourism contexts, demonstrating that film components operate through distinct pathways. Destination marketing organizations should prioritize narrative integration over scenic product placement and develop differentiated strategies for domestic versus international audiences.