Business Commons^™

Millennial Students, Movies And Tourism, Jeeyeon Hahm, Randall Upchurch, Youcheng Wang

Rosen Faculty Scholarship and Creative Works

This study examines the degree to which the leisure activity of "going to a movie film" influences an individual's image formation process, and therefore desire to visit the portrayed tourist destination. The results of this single case study are twofold. First, demographic differences occur between pretest and posttest measures of destination attributes as the result of exposure to a destination specific movie, and second, the desire to visit the film locations as expressed in the movie significantly vary by gender, age, and ethnicity.