The Influence of Visual Image and Emotional Image on Tourist Intention——Based on the Participation of Film & Television Celebrities as a Mediator
Based on the theory of"cognitive-emotional-behavioral",this paper subdivides the film and tele-vision images,introduces celebrity participation as a mediator,constructs a structural model of film and"television image-celebrity participation-tourist intention",and makes an empirical case study on Dali,Yunnan Province.The results show that:(1)The visual image of the film and television positively influences the emotional image of the film and television;(2)the path coefficients of visual image and emotional image both positively influence tourist in-tention with the coefficients being 20.8％and 17.9％respectively;(3)celebrity participation plays a significant par-tial mediating role in the relationship of film and television image influencing tourist intention,and has a greater role in the path of emotional image on tourist intention.The findings help to reveal the mechanism of film and televi-sion tourist intention,enrich the research in the field of film and television tourism,and also provide insights for des-tination marketing and management.
Film & Television tourismFilm & Television imageCelebrity participationBehavioral inten-tion
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