Research On The Impact Of Film&Television Marketing Of Tourism Destinations To The Travel Intention Of Tourists

With the demand of tourism market becoming diversification and individuation,the competition of tourism destination is getting more and more intense.Film&television marketing becomes a new trend of destination marketing with its wideaudience, hidden and good effect. Film&Television marketing can improve the visibilityand attractiveness of the destination in the short time. And it also can promote tourists togenerate tourism motivation to make travel decisions finally.Based on Multidisciplinary theory which mainly contain communication effectstheory, theory of consumer behavior, tourism consumer psychology theory, from threedimensions of movies and television marketing, tourism feature film marketing andscenery video marketing. Various influencing factors that film&television marketing totourists affect traveling the intention were analyzed and taking the impact factors as anexternal stimulus, combined with tourists’ awareness-attitudes-travel intentions andother psychological factors, influence model of film&television marketing affecting thetourists traveling intention is constructed.Take Qingdao for instance, research on the impact of film&television marketing tothe tourism intention of tourists. From the conditions for the development offilm&television marketing, development status and problems in three aspects, analysisof the overview development of Qingdao film&television marketing. Studies haveshown that the Qingdao movies and television marketing development is mostprominent and the audience is most widely. Take Qingdao for example, with therelations of attitude–cognition–intention of traveling as basis and from the marketingpoint of view, this paper employs the method of factor analysis and reduces the tourist’scognition of affecting factors into four categories: the cognition of marketing contents,marketing carrier, marketing strategy and marketing techniques. On the basis of which, a model for film&television marketing influences on tourists’ travel intention iscreated with the application of structural equation model （SEM）. The study resultshows that the influences of cognition of marketing carrier on tourists’ travel intentionis direct and significant; the influences of marketing contents is indirect but significant;the influences of marketing strategy and techniques via attitudes is indirect andinsignificant.Based on the research results above, the tourism destination puts forward tostimulate tourists’ travel intentions as the guidance of film&television marketingdevelopment strategy from five dimensions following, film marketing, tourism featureprogramme marketing, tourism scenery marketing.As far as movies and televisionmarketing is concerned, the tourism destination should emphasize on choosing theattractive film to cooperate with, improving the combination between tourismdestination and drama, expanding propaganda, strengthening the subsequent marketing;As far as tourism feature programme is concerned, the tourism destination shouldchoose high profile tourism column to cooperate with, improve the coincidence degreebetween the target population and column destination of the audience, strengthen theexperience marketing; As far as tourism scenery is concerned, the tourism destinationshould choose appropriate communication carrier and the time, improve the quality oftourism scenery and pay attention to difference propaganda.