International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2024 Volume 12 Issue 7
Available Online: 15 July 2024
Author/s:
Chen, Chuying*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (sunnysindy@126.com)
Apritado, Jennie Margaret M.
Lyceum of the Philippines University – Batangas, Philippines (jmapritado@lpubatangas.edu.ph)
Abstract:
The study conducted a systematic analysis of the interplay between movie scene-induced tourism motives, destination image in Guangdong Province in China, with the goal of supporting sustainable tourism development. The study concluded that regular tourists to Guangdong’s scenic spots were mainly locals, who were mostly male baby boomers and had a high school education and middle income and examined their tourism motives and perceptions of destination image. It also aimed to determine the experience value and test for significant differences and relationships among the variables. Quantitative methods were employed, including descriptive with data collected via surveys. Shapiro-Wilk Test showed that p-values of all variables were less than 0.05 which means that the data set was not normally distributed. Therefore, Mann-Whitney U test for two groups and Kruskal Wallis test for more than two groups were used as part of the non-parametric tests to determine the significant differences. The findings showed that film scenes significantly attracted families and friends to explore Guangdong’s scenic spots. The province had a positive destination image and was highly rated in experience value, with leisure experience, return on investment, superior service, and emotional promotion following suit. The study concluded with a tourism program that will enhance movie scene-induced tourism motives in Guangdong Province and recommendations to enhance tourism motives leveraging the influence of film scenes in Guangdong Province, China.
Keywords: destination image, experience values, movie scene-induced tourism motives, tourism in Guangdong province
DOI: https://doi.org/10.5861/ijrsm.2024.2014
Cite this article:
Chen, C., & Apritado, J. M. M. (2024). Exploring the link: Movie scene-induced tourism motives in Guangdong Province, China. International Journal of Research Studies in Management, 12(7), 167-177. https://doi.org/10.5861/ijrsm.2024.2014
* Corresponding Author