How to promote film tourism more effectively? From a perspective of self-congruity and film tourism experience

ABSTRACTThis study aimed to bring self-congruity theory into film tourism and examine how film tourists' self-congruity with three film elements (celebrities, film plot, and destination) affects their film tourism experience, satisfaction, and word-of-mouth. The survey results from 334 Chinese film tourists in Macao indicated that celebrity-tourist congruence, film-tourist congruence, and destination-tourist congruence have different levels of impact on the three dimensions of the film tourism experience, which further influence tourists' satisfaction and word-of-mouth intention. This study revealed the influence mechanism of film elements on the film tourism experience. It provides implications for destination marketers to promote film tourism.KEYWORDS: Film tourismself-congruityfilm tourism experiencesatisfactionword-of-mouth Disclosure statementNo potential conflict of interest was reported by the author(s).