Abstract
This study explores the impact of tourists’ viewing frequency of travel reality shows on willingness to travel through cultivation theory and uses & gratification theory, along with a pilot study and three scenario-based experiments. Results indicate that viewers with high (vs. low) viewing frequency of travel reality shows evoke greater willingness to travel, further testing the serial mediating effect between destination image and perceived destination attractiveness. Additionally, this study reveals the moderating role of tourists’ likability of travel reality shows. The findings not only broaden the application of these theories in travel reality show-induced tourism but also provide practical insights for destination marketers.
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