Theatrical Rerelease: The Effect of Viewers’ Film Perceptions on Companion Preference, Willingness to Pay, and Willingness to Travel

While the recent theatrical rerelease of films has managed to bring large crowds back to the theaters, it is yet to be seen if rereleased films stimulate an increase in domestic tourist arrivals. In this regard, this study investigates the relationship between the viewers’ impression of the film in question and their behavioral intentions. The role of a film's cognitive and affective images in shaping the viewers’ willingness to travel is explored through direct and indirect effects of companion preference and willingness to pay. We use a sample of undergraduate and graduate students to test our hypotheses based on scales adapted from various studies. A total of 206 responses were collected and analyzed through PLS‐SEM. Results show a significant relationship between viewers’ cognitive impression of the film, their willingness to pay, and willingness to travel. While films??? affective image did not affect viewers’ behavioral intentions, it significantly affected their preference for having a companion. Our findings allow us to extend the current definitions of film tourism, which is limited to the idea of visiting destinations portrayed in the films. We then discuss how theatrical rereleases can assist destinations in elongating tourist stay and increase tourist arrivals.