The Research About The Influences Of TV And Movie Stars On Tourist Destination Image

With the arrival of the21st century,the integration of global economy andinformation developes rapidly.At the same time, Chinese tourism market hascome into the era of image competition.Therefore, what marketing strategy ormeans should be taken by tourism destination in order to form unique image inpeople’ s mind and win in the fierce competition has become the most importantissue that tourist destination has to face up.Correspondingly,people pay more andmore attention to tourist destination marketing and promotion.As an important information source, television and film plays a important rolein the implementation of tourism destination marketing.If we say that tourism isonly the side effect brought by television and film at early time, now the two sideshas entered the phase of active cooperation.Many tourist destinations haverealized the importance of film marketing and cooperated with video companiesactively.In comparison with the practice,the academic research about film-inducedtourism has just begun. As the crucial figure elements in film and teleplay,TV andmovie Stars must have great impact on tourist destination image.So it is of greatpractical significance to study the mechanism of how TV and movie stars affecttourist destination image,which is worthy of studying and discussing systematicly.Based on the scientific theories such as film-induced tourism theory, mediapsychology theory, advertising theory and marketing theory, we firstly made aliterature review of tourist destination image and the impact of film and televisionon tourist destination image.And then three core variables: celebrity involvement,tourist destination familiarity and tourist destination image were introduced fromthree dimensions,that is concept, components and measurementsrespectively.Finally,the influencial mechanism of how TV and film stars affecttourist destination image was expounded, a preliminary model was constructedand relevant assumptions are proposed as well.In the empirical research part,we took the film” if you are the one”as anexample and studied the impact of film stars on Hokkaido destination image.Indetail, we processed and analyzed the data using structural equation modeltechnology,along with SPSS16.0and LISREL8.70software.Finally, the following six conclusions are proposed.There are three levels of celebrityinvolvement:similarity identification,wishful identification and parasocialinteraction. Similarly, tourist destination familiarity can also be divided into threedimensions:experiencial familiarity,informational familiarity and self-ratedfamiliarity. Different levels of celebrity involvement act differently on the touristdestination familiarity; Informational familiarity and self-rated familiarity have greatimpact on tourist destination image; Moreover, cognitive image impact on affectiveimage grately;To the contrast,the direct influence of celebrity involvement ontourist destination image is very subtle.However, celebrity involvement canindirectly impact on tourist destination image greatly through the mediatevariable-tourist destination familiarity. This indicates that Film and television playsa leading role in the tourist destination marketing. It should be complemented byother marketing means,in order to improve familiarity and tourist destinationimage,and maximize destination marketing effectiveness as well.