The influence of visual appeal and perceived enjoyment of film tourism on tourists’ travel intentions

Although film-driven tourism has increased significantly in recent years, however, few studies have directly explored the impact of audiovisual products such as films on audiences’ visual senses and their willingness to travel. This study aims to explore the nexus between perceived visual appeal, perceived enjoyment, emotion, trust, and intentions to visit film destinations. A total of 283 valid respondents were recruited using convenience sampling. The SPSS and structural equation modelling were used to profile respondents’ characteristics and test the hypotheses proposed in this study. The results show that perceived visual appeal positively influences emotion and trust respectively. Perceived enjoyment positively influences emotion and trust respectively. The results also show that emotion and trust significantly and positively influence travel intentions respectively. Finally, theoretical contributions, practical implications, and limitations are discussed accordingly