Abstract

Film-induced tourism has become a dynamic area that connects media influence with tourist behaviour. This study investigates how celebrity involvement affects destination image and, in turn, influences the visiting intentions of film-induced travellers. Using primary data from 128 respondents, the study employs a quantitative approach to analyse how films and celebrity endorsements shape tourists’ perceptions and travel choices. The results show that celebrity involvement significantly impacts both the cognitive and emotional aspects of destination image. Most respondents agreed that celebrities featured in films and promotional activities play a crucial role in shaping their perceptions of destinations and motivating their travel plans. The analysis also reveals that visually appealing portrayals and emotional bonds created through films positively boost tourists’ desire to visit featured locations. Popular destinations like Fort Kochi and Athirappilly illustrate the practical effects of film exposure on travel behaviour. The study establishes a direct link between celebrity involvement, destination image, and visiting intentions, filling a gap in film tourism research. It underscores the importance of including celebrity-led promotional strategies in destination marketing. The findings offer valuable insights for tourism stakeholders to leverage media and celebrity influence in enhancing destination appeal and attracting visitors, thereby supporting sustainable tourism development.