Research On The Influence Of Red Film And Television On The Audience’s Willingness To Travel

In the context of cultural and tourism integration,film and tourism are becoming more and more closely linked.Through watching film and television,people get to know and understand tourist destinations and become willing to travel.In recent years,a number of excellent red film and television have emerged in the film and television market,creating a boom in film viewing and red tourism,with "red film and television+tourism" becoming a new trend of the red tourism market.This trend reflects the link between red film and television productions and audiences’willingness to travel.Audiences are influenced by red films and television productions and are willing to travel to the relevant red tourism sites.Clarifying how red films and TV productions influence audiences’ willingness to travel will provide ideas and inspiration for the development of red films and TV productions and red tourism nowadays.In order to explore the link between red films and television and tourists’willingness to travel in a better way,this dissertation constructs a model by using audience perception as an intermediate variable.Based on the SOR theoretical model,this dissertation takes red film and television as the external stimulus,and refines the stimulation elements into the content quality and communication power of red film and television;audience perception is used as an intermediate variable to represent the state of individuals after receiving stimuli,which is divided into three aspects:the acquisition of emotional value,the acquisition of cognitive value and the acquisition of social value;and the willingness to travel is used as the final behavioral response,thus building a theoretical model of red films and television,audience perception and willingness to travel.This dissertation takes The Age of Awakening as a case study,takes the audience of this work as the survey object,completes the design and distribution of questionnaires,This dissertation uses SPSS 26.0 statistical software to carry out statistical analysis,uses Smart PLS software to verify the theoretical model,explores the relationship between red film and television programs,audience perception and travel willingness,and puts forward suggestions for the development of red film and tourism programs.The results of the study show that the five hypotheses based on the theory were all validated,and that there is a positive association between red films and television,audience perception and willingness to travel,with the following findings:1.Red films and television affect audience perception;2.Audience perception affects willingness to travel;3.Red films and television affect willingness to travel;4.There is little difference in the effect of demographic variables;5.Young people are more concerned about red films and television tours.Based on the above conclusions,with the purpose of improving the audience’s willingness to travel,this dissertation puts forward targeted suggestions for the development of red film and television programs and tourism.1.Red film and television productions should strive to launch more high-quality content,adhere to the principle of content as king,and achieve comprehensive improvement from script,actors to output of values.2.Increase the distribution channels and methods of red film and television programs.Use the media linkage agenda setting to increase the audience’s attention and perception of red film and television programs.3.The government attaches great importance to the construction of red tourist attractions and enhances the actual tourist experience of tourists.In the construction of scenic spots,we need to promote cultural innovation,participation innovation and technological innovation,so that tourists can fully perceive the charm of red culture during the tour.In terms of publicity,we need to take advantage of film and television resources,innovate publicity points and channels,and give full play to the value-oriented role of red culture.4.The government needs to pay attention to the"fireworks effect" of film and television tourism,establish a long-term development mechanism,take advantage of the development opportunities provided by red film and television programs,optimize the configuration of urban infrastructure,improve the tourism industry chain,improve the management level of scenic spots,continually provide hot topics for discussion,and promote the overall improvement of the quality of the development of local cultural tourism.