The Effect of Placement Exposure and Placement Prominence on Recognition, Attitude, and Travel Intention of Tourism Destination in Reality Television Show
DOI:
https://doi.org/10.22334/jbhost.v1i1.20Abstract
Previous studies of tourism have proven that inclusion of destination in movies and television serials can induce tourism. This study aims to investigate the effect of destination placement in reality television show. The author will study the interaction of exposure to destination placement and the placement prominence toward recognition, attitude, and intention to visit of participants to the destination. An experimental study using videos of Korean reality show- Running Man will be run on groups of participants. The expected results are as follows. Prominent placement will be more recognized than subtle placement. Participants who will be exposed to destination placement will have higher attitude than those who don’t. And attitude is expected to mediate effect of destination placement to intention to visit. The results expected from this research will enrich the literature of product placement from two perspectives, the product (tourism destination) and the media (reality show). The result of this study will be useful for destination marketing organization to explore alternative promotional media.
References
Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23, 29-46.
Beeton, S. (2005). Film-induced tourism. Clevedon, UK: Channel View Publication in Su, H. J., Huang, Y. A., Brodowsky, G., & Kim, H. J. (2011). The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers. Tourism Management ,32, 805-814.
Besana, A., & Bagnasco, A, M. (2014). Rethinking tourism in macroeconomics. Procedia Economics and Finance, 14, 58 – 67.
Buchmann, A., & Moore, K., Fisher, D. (2010). Experiencing film tourism: Authenticity & Fellowship. Annals of Tourism Research, 37, 229 – 248
Connell, J., & Meyer, D. (2009). Balamory revisited: An evaluation of the screen tourism destination – tourist nexus. Tourism Management, 30, 194 – 207.
Connell, J. (2012) Film tourism – evolution, progress, and prospects. Tourism Management, 33, 1007 – 1029.
Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of product liking and placement prominence. Journal of Advertising, 37 (1), 89 – 98.
Dann, G. M. S. (1977). Anomie, ego-enhancement in tourism. Annals of Tourism Research, 4, 184-194.
Dens, N., Pelsmacker, P. D., Wouters, M., & Purnawirawan, N. (2012). Do you like what you recognize? The effect of brand placement prominence and movie plot connection on brand attitude as mediated by recognition. Journal of Advertising, 41, 35-53.
Gillespie, B., Joireman, J., & Muehling, D. D. (2012). The moderating effect of ego depletion on viewer brand recognition and brand attitudes following exposure to subtle versus blatant product placements in television programs. Journal of Advertising, 41, 55-65.
Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20, 47-59.
Hudson, S., & Ritchie, B. (2006). Promoting destinations via film tourism: an empirical identification of supporting marketing initiatives. Journal of Travel Research, 44, 387-396.
Hudson, S., Wang, Y., & Gil, S. M. (2011). The influence of a film on destination image and the desire to travel: A cross-cultural comparison. International Journal of Tourism Research, 13, 177-190).
Kavaratzis, M. (2005). Place branding: A review of trends and conceptual model. The Marketing Review, 5, 329-342.
Kim, H. J., Chen, M. H., & Su, H. J. (2009). The Impact of Korean TV dramas and Taiwanese tourism demand for Korea. Tourism Economics, 15 (4), 67-73.
Kim, H., & Richardson, S. (2003). Motion picture impacts on destination images. Annals of Tourism Ressearch, 30, 216-237.
Kim, S. S., Agrusa, J., Lee, H., & Chon, K. (2007). Effects of Korean television dramas on the flow of Japanese tourists. Tourism Management, 28, 1340-1353.
Law, S., & Braun, K. A. (2000). I’ll have what she’s having: Gaughing the impact of product placements on viewers. Psychology and Marketing, 17 (12), 1059-1075.
Lehu, J. M., & Bressoud, E. (2008). Effectiveness of brand placement: New insights about viewers. Journal of Business Research, 61, 1083-1090.
Macionis, N. (2004). Understanding the Film-induced tourist. International Tourism and Media Conference Proceedings, 86-97.
Nabi, R. L., Biely, E. N., Morgan, S. J., & Stitt, C. R. (2003). Reality-based television programming and the psychology of its appeal. Media Psychology, 5, 303-330.
Perez-Rodriguez, J. V., Ledesma-Rodriguez, F., & Santana-Gallego, M. (2015). Testing dependence between GDP and tourism’s growth rates. Tourism Management, 48, 268-282.
Riley, R., & Van Doren, C. S. (1992). Movies as tourism promotion: A pull factor in push location. Tourism Management, 13, 267-274.
Riley, R., Baker, D., & Van Doren, C. (1998). Movie-induced tourism. Annals of Tourism Research, 25 (4), 919-935.
Rose, R. L., & Wood, S. L. (2005). Paradox and the consumption of authenticity through reality television. Journal of Consumer Research, 32, 284-296.
Russell, C. A. (1998). Toward a framework of product placement: Theoritical Propositions. Advances in Consumer Research, 25, 357-362.
Russell, C. A., & Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45.
Russell, C. (2002). Investigating the effectiveness of Product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29, 306-318.
Sannassee, R. V., & Seetanah, B. (2015). The influence of Trust on Repeat Tourism: The Mauritian Case Study. Journal of Hospitality Marketing & Management.
Shani, A., Wang, S., Hudson, S., & Gil, S. M. (2009). Impacts of a historical film on the destination image of South America. Journal of Vacation Marketing, 15(3), 229-242.
Su, H. J., Huang, Y. A., Brodowsky, G., & Kim, H. J. (2011). The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers. Tourism Management ,32, 805-814.
Tessitore, T., Pandelaere, M., & Kerckhove, A. A. (2014). The amazing race to India: Prominence in reality television affects destination image and travel intentions. Tourism Management, 42, 3-12.
Tooke, N., & Baker, M. (1996). Seeing is believing: The effect of film on visitor numbers to screened locations. Tourism Management, 17, 87-94.
Yang, M., & Ewoldsen, D. (2007) The effectiveness of brand placements in the movies: levels of pacements, explicit and implicit memory, and brand-choice behavior. Journal of Communication.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).