The Effects of Horror Filming Location’s Emotional Image on Travel Intention: A Case of the Movie “Gokseong” and the Location Gokseong(Jeollanam-do)

Jee-eun Lim; Kang, Jaewan

doi:10.17086/JTS.2018.42.8.29.42

The purpose of this study is to analyze the moderating effect of watching a horror movie on the relationship between emotional image and travel intention. An analysis of 176 responses from potential tourists through structural equation model analysis and multiple group analysis yielded the following results. First, three sub-factors of emotional image - traditionality, uniqueness, and comfortableness - had a significant influence on travel intention, but two sub-factors, dynamic and visibility, did not have a significant influence on travel intention. Second, watching the horror movie moderated the relationship between three sub-factors of emotional image - dynamic, traditionality, and uniqueness - on travel intention, supporting the research hypothesis. However, watching the horror movie didn’t moderate the relationship between the sub-factors of comfortableness and visibility. Results of the study confirmed that emotional image of tourist spots and mode of expression in a film influence the travel intention of potential tourists. This study presents theoretical and practical implications to facilitate the development of the tourism industry.

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