From screen to plate: the role of narrative transportation in shaping destination food perceptions

Purpose Films are crucial information sources for destination selection. This study explores how food involvement and place attachment influence the perception of destination food through narrative transportation in food-themed films. The study also considers the moderating role of consumers’ perceived deception in video advertising. Design/methodology/approach A total of 287 samples were randomly collected from eastern, central, southern and northern China. Participants were asked to watch a video and then completed a questionnaire. Structural equation modeling was employed to test the hypotheses. Findings The results reveal that in the combined model, food involvement and place attachment affect the image of destination food, either directly or via narrative transportation. For the low-deceptive perception group, place attachment maintained the same relationships with other variables, whereas food involvement only had a direct relationship with the image. For the high-deceptive perception group, viewers with familiarity must feel transported in the film to generate a higher food image. Practical implications Marketing planners can use familiarity types to enhance narrative transportation in film-induced tourism. Credible marketing videos with authentic storytelling elements can build trust and immersion. Strong food identity, tied to place attachment, helps destinations become memorable, making emotional storytelling a key tool for promoting local cuisine. Originality/value This study extends narrative transportation theory by identifying the effects of familiarity typology and highlighting the indispensability of narrative transportation in film watching.