Film-induced tourism: A latent class segmentation based on satisfaction and future intentions

The objective of this research is to evaluate the effects that a film tour, based on the film Amanece, Que No Es Poco, has on the: (1) relative size of various clusters of visitors; (2) overall satisfaction; (3) intentions to revisit the destination; and (4) intentions to recommend it. The results o...

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Bibliographic Details
Published inPasos (Tenerife (Canary Islands)) Vol. 14; no. 4; pp. 875 - 888
Main Authors Millán, Ángel, García, Juan A., Díaz, Estrella
Format Journal Article
LanguageEnglish
Published Tenerife Instituto Universitario de Ciencia Polítics y Sociales. Universidad de La Laguna. España 01.07.2016
Subjects
Authenticity
Brand loyalty
Cluster analysis
Cultural tourism
Culture
Customer satisfaction
Literature reviews
Market segmentation
Marketing
Motion pictures
Television programs
Tourism
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Summary:The objective of this research is to evaluate the effects that a film tour, based on the film Amanece, Que No Es Poco, has on the: (1) relative size of various clusters of visitors; (2) overall satisfaction; (3) intentions to revisit the destination; and (4) intentions to recommend it. The results obtained from a survey of 226 visitors to three Spanish villages (Ayna, Liétor and Molinicos) indicate that the size of the three clusters identified varied significantly as a result of the film tour's promotional campaign, while overall satisfaction with the destination and intentions to recommend it decreased. The study contributes towards bridging gaps in the research in the area of film-induced tourism since it proposes segmentation based on visitors' satisfaction and their loyalty intentions. This research provides recommendations to the promoters of the film tour considered and the destination's marketing organizations.
ISSN:1695-7121
2529-959X
1695-7121
DOI:10.25145/j.pasos.2016.14.057