Using structural equation modeling to understand the impact of Bollywood movies on destination image,tourist activity,and purchasing behavior of Indians

Abstract

The purpose of the current study was to investigate the influence of Bollywood movies on destination image, tourist activity, and purchasing behaviors of Indian viewers. Surveys were administered in a face-to-face format in New Delhi, India, to a convenience sample of over 600 respondents. Factor analysis and structural equation modeling were employed to test the hypotheses and explore causal relationships. Findings identified a profile of Bollywood movies viewers, sources of information used to determine destination choice, and the level of involvement among viewers in foreign travel. Additionally, this study explored the relationships between Bollywood movies and tourist motivations and the propensity to participate in activities featured. Findings indicated that engagement in Bollywood movies has a positive impact on both hedonic and utilitarian involvement factors and that utilitarian involvement positively impacts destination awareness. Furthermore, destination awareness has a positive impact on tourist activity but not consumption behaviors at a destination. However, activity behavior does positively influence tourist consumption behavior.

Keywords

SEM Bollywood movie-viewing behavior tourism motivation destination image tourist behaviors Indian tourists

Get full access to this article

View all access options for this article.

References

Bagozzi

(1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16 (1): 74–94.

Bandyopadhyay

(2008) Nostalgia, identity and tourism: bollywood in the Indian diaspora. Journal of Tourism and Cultural Change 6 (2): 79–100.

Beldona

Moreo

Mundhra

(2010) The role of involvement and variety-seeking in eating out behaviors. International Journal of Contemporary Hospitality Management 22 (3): 433–444.

Bolan

Boy

Bell

(2011) We've seen it in the movies, let's see if it's true: authenticity and displacement in film-induced tourism. Worldwide Hospitality and Tourism Themes 3 (2): 102–116.

Bollywood gives a boost to tourism in Britain (2008, May 2) The financial express. Available at: http://www.financialexpress.com/news/bollywood-gives-a-boost-to-tourism-in-britain/304253/ (accessed 22 March 2010).

Brennan

Mavondo

(2000) Involvement: an unfinished story? In: ANZMAC Visionary Marketing for the 21st Century: Facing the Challenge (ed O'Cass

), Griffith University, Gold Coast, Queensland, Australia, 28 November–3 December 2000, pp.132–137.

Bubsy

Klug

(2001) Movies induced tourism: the challenge of measurement and other issues. Journal of Vacation Marketing 7 (4): 316–332.

Buchmann

(2006) From erewhon to edoras: tourism and myths in new Zealand. Tourism Culture & Communication 6 (3): 181–189.

Byrne

(1998) Structural Equation Modeling with Lisrel, Prelis, and Simplis: Basic Concepts, Applications, and Programming. Mahwah: Lawrence Erlbaum Associates.

10.

Chang

Burns

Francis

(2004) Gender differences in the dimensional structure of apparel shopping satisfaction among korean consumers: the role of hedonic shopping value. Clothing and Textiles Research Journal 22 (4): 185–199.

11.

Chrisafis

(2002) Tourism on standby for Bollywood boom. The Guardian, 6 May, p. 3.

12.

Clements

Josiam

(1995) Role of involvement in the travel decision. Journal of Vacation Marketing 1 (4): 337–348.

13.

Cohen

Goldberg

(1970) The dissonance model in post-decision product evaluation. Journal of Marketing Research 7: 315–321.

14.

Cronbach

(1951) Coefficient alpha and the internal structure of tests. Psychometrika 16 (3): 297–335.

15.

Cronbach

Meehl

(1955) Construct validity in psychological tests. Psychological Bulletin 52 (4): 281–302.

16.

Crouch

(2007) The media and the tourist imagination. Culture, Tourism and the Media, Proceedings of the 5th DeHaan Tourism Management Conference. Available at: http://www.docstoc.com/docs/21705520/wwww (accessed 18 March 2010).

17.

Desai

(2005) Copyright infringement in the Indian film industry. Vanderbilt Journal of Entertainment Law & Practice Spring 7: 259–278.

18.

Dubey

(2008, October 18) Bollywood, pied-piper for tourists. Times of India. [Online]. Available at: http://timesofindia.indiatimes.com/india/Bollywood-pied-piper-for-tourists/articleshow/5135167.cms (accessed 3 March 2010).

19.

Dwyer

(2006) Bollywood’s new dream. New Statesman 135 (4777): 38–39.

20.

Gammack

(2005) Tourism and media. Annals of Tourism Research 32 (4): 1148–1149.

21.

Hair

Anderson

Tatham

. (1998) Multivariate Data Analysis. Upper SaddleRiver: Prentice-Hall.

22.

Harjani

(2011, September 19) India’s tourists flock to Spain. CNN.com. Available at: http://www.cnngo.com/mumbai/life/indian-movie-boosts-spanish-tourism-694426 (accessed 21 September 2011).

23.

Hudson

Ritchie

(2006) Promoting destinations via film tourism: an empirical identification of supporting marketing initiatives. Journal of Travel Research 44 (May): 387–396.

24.

Jewell

McKinnon

(2008) Movie-tourism-a new form of cultural landscape? Journal of Travel & Tourism Marketing 24 (2-3): 153–162.

25.

Josiam

Smeaton

Clements

(1999) Involvement: travel motivation and destination selection. Journal of Vacation Marketing 5 (2): 167–175.

26.

Josiam

Kinley

Kim

(2004) Involvement and the tourist shopper: using the involvement construct to segment the American tourist shopper at the mall. Journal of Vacation Marketing 11 (2): 135–154.

27.

Josiam

Huang

Bahulkar

. (2012) Segmenting Taiwanese travelers on cruises in north america: comparing the involvement construct and cluster approach. Journal of China Tourism Research 8 (1): 78–96.

28.

Kaur

(2002) Viewing the west through bollywood: a celluloid occident in the making. Contemporary South Asia 11 (2): 199–209.

29.

Kinard

Capella

(2006) Relationship marketing: the influence of consumer involvement on perceived service benefits. Journal of Services Marketing 20 (6): 359–368.

30.

Kinley

Josiam

Lockett

(2010) Shopping behavior and the involvement construct. Journal of Fashion Marketing and Management 14 (4): 562–575.

31.

Kishwar

(ed.) (2004) Manushi. India Together-Revised Version of a Presentation at the Conference of India. Available at: http://www.indiatogether.org/manushi/issue139/idea.htm (accessed 4 March 2010).

32.

Lin

Huang

(2008) Analyzing the use of TV miniseries for Korea tourism marketing. Journal of Travel and Tourism Marketing 24 (2–3): 223–227.

33.

Lorenzen

Täube

(2008) Breakout from bollywood? The roles of social networks and regulation in the evolution of Indian film industry. Journal of International Management 14: 286–299.

34.

Lovgren

(2004, January 21) Bollywood: Indian films splice Bombay, Hollywood. National Geographic News. Available at: http://news.nationalgeographic.com/news/2004/01/0121_040121_bollywoodfilms.html (accessed 4 March 2010).

35.

Macionis

Sparks

(2006) Understanding the film-induced tourist. In: international tourism and media conference proceedings (eds Beeton

Croy

Frost W

), Melbourne, Australia, 11–13 July, pp.86–97. Australia: Tourism Research Unit, Monash University.

36.

Miglani

(2006) Sangam revisited. The Sunday Tribune – Spectrum, 28 May

37.

Minocha

Stonehouse

(2006). The “learning trap”: A bollywood frame from strategic learning. Management Decision 44 (10): 1344–1362.

38.

Mohammad

(2007) Phir bhi dil hai Hindustani (Yet the heart remains Indian): bollywood, the ‘homeland’ nation-state, and the diaspora. Environment and Planning D: Society and Space 25: 1015–1040.

39.

O’Connor

Flanagan

Gilbert

(2008) The integration of film-induced tourism and destination branding in Yorkshire, UK. International Journal of Tourism Research 10: 423–437.

40.

Padmanabhan

(2010) Jive to the beat. The Hindu, 8 March.

41.

Peters

(2005) Understanding consumer involvement influence on consumer behavior in fine restaurants. The Business Review, Cambridge 3 (2): 155–160.

42.

Rempel

(2007) Now it's the Indian dream; middle class drives economy expected by IMF to surpass the U.S. by 2050. The Toronto Star, 8 March.

43.

Shani

Wang

Hudson

. (2008, September) Impacts of a historical film on the destination image of South America. Journal of Vacation Marketing 15 (5): 229–242.

44.

Singh

Best

(2004) Film-induced tourism: motivations of visitors to the Hobbiton movies set as featured in the lord of the rings. In: International tourism and media conference proceedings (eds Frost

Croy

Beeton

), Melbourne, 24–26 November 2004, pp.98–111. Australia: Tourism Research Unit, Monash University.

45.

Spears

Josiam

Kinley

. (2012) Tourist see tourist do: the influence of Hollywood movies and television on tourism motivation and activity behavior. FIU Hospitality Review 30 (1): 53–74.

46.

Tagliabue

(2010) A beloved Bollywood extra draws Indians. The New York Times, 11 July, A6.

47.

UK film industry to join forces with Bollywood (2005, March 31) Department of Culture, Media and Sport. Available at: http://www.culture.gov.uk/reference_library/media_releases/3073.aspx/ (accessed 3 February 2010).

48.

VisitBritain (2006) Tourism insights. Info. [online]. Available at: http://tourisminsights.info/onlinepub/visitbritain/visitbritain.htm (accessed 2 March 2010).

49.

Young

(2008) Measuring the effects of film and television on tourism to screen locations: a theoretical and empirical perspective. Journal of Travel and Tourism Marketing 24 (2-3): 195–212.

50.

Zaichkowsky

(1985) Measuring the involvement construct. Journal of Consumer Research 12: 341–352.