From Screen to Destination: The Formation Path of Film-Induced Tourism Behavior Intention

From Screen to Destination: The Formation Path of Film-Induced Tourism Behavior Intention | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article From Screen to Destination: The Formation Path of Film-Induced Tourism Behavior Intention Wenxin Wu, Jiansheng Yao, Zhidan Yang This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8589548/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 9 You are reading this latest preprint version Abstract Film‑induced tourism has emerged as a significant focus in tourism‑behaviour research. However, existing work largely examines single factors, neglecting the complex, configurational drivers of behavioural intention. This study integrates the Stimulus–Organism–Response (S–O–R) framework with a configurational perspective, using the series Meet Yourself as a case and applying fuzzy‑set Qualitative Comparative Analysis (fsQCA) to explore how five antecedents—celebrity involvement, destination image, electronic word‑of‑mouth, place attachment and perceived value—combine to shape film‑induced tourists’ intentions. The findings show that: ( 1 ) Celebrity involvement, place attachment and perceived value are key, but each must combine with other conditions in specific configurations to drive high intention, underscoring multi‑factor synergy. ( 2 ) High intention arises through three equifinal types—externally‑stimulus‑driven, experience‑perception‑dominant and affective‑value‑oriented—spanning six causal pathways, confirming causal complexity and asymmetry. ( 3 ) Non‑high intention stems mainly from the simultaneous absence of multiple stimulus‑ and organism‑level elements, reflecting a “comprehensive‑driver‑deficiency” configuration.By adopting a configurational approach, this study moves beyond linear models, theoretically clarifying the multiplex, heterogeneous pathways underlying film‑induced tourism intentions and offering practical insights for destinations to design coordinated, multi‑dimensional strategies that enhance appeal in a differentiated manner. Business and commerce/Business and management Social science/Business and management Business and commerce/Information systems and information technology Biological sciences/Psychology Social science/Psychology Film Tourism SOR Behavioral Intentions Configurational Pathways fsQCA Figures Figure 1 1. Introduction With the deepening integration of media technologies and the transformation of consumption patterns, the industrial linkage between film/television and tourism has grown increasingly close. As an emerging cultural‑tourism format centred on audiovisual works as core attractions, film‑induced tourism is demonstrating strong market potential and cultural influence (Kim, 2025). In particular, the recent broadcast of hit series such as Meet Yourself has directly triggered explosive growth in visitor numbers to filming locations, sparking a phenomenal “on‑screen location check‑in” trend. Film‑induced tourism not only satisfies viewers’ desire for emotional projection and scene‑seeking from screen to reality, but also offers destinations an efficient pathway to shape brand image and extend consumption chains (Zhou, 2023; Hao, 2024). Against this backdrop, a systematic investigation into how audiovisual works influence tourists’ behavioural intentions carries significant theoretical and practical importance for understanding travel motivations in the new era and for optimizing destination marketing and management. Research on film‑induced tourism has made considerable progress, focusing primarily on conceptual definitions and typologies (Hao, 2024), community impacts (Lao, 2023), destination‑image construction (Nakayama, 2024), and tourist travel intentions (Luong, 2024). Studies on tourist behavioral intentions indicate they are shaped by a complex interplay of factors, including destination image (Hao, 2024), perceived value (Araújo‑Vila, 2024), place attachment (Luong, 2024), electronic word‑of‑mouth (Azer & Ranaweera, 2022), and celebrity effects (Wu & Lai, 2023). However, most existing work concentrates on the net effects and linear relationships between single film‑related elements or psychological variables and travel intention, leaving unanswered how these factors combine in different configurations to jointly produce high versus non‑high behavioral intention. Methodologically, prior literature predominantly employs variance‑based quantitative approaches such as structural equation modeling, which are ill‑suited to capturing the “multiple conjunctural causality” and “equifinality” characteristic of such complex, multi‑factor phenomena (Fiss, 2011). Configuration theory, which is well‑established in tourism research, offers a suitable theoretical tool for addressing this type of causal‑complexity and asymmetry, providing an appropriate framework for examining film‑induced tourism behavioral intentions. Building on previous theoretical analyses of the factors influencing tourist behavioral intentions, this study takes potential and actual tourists of the television series Meet Yourself as a case, constructing a complex causal model of film‑induced tourists’ behavioral intentions based on the S‑O‑R framework and configuration theory. Using fuzzy‑set Qualitative Comparative Analysis (fsQCA), we systematically explore how the synergistic interplay of multiple antecedent conditions leads to different behavioral intention outcomes, thereby revealing the multiplex pathways and complex mechanisms underlying the formation of film‑induced tourism intentions. This research aims to move beyond the limitations of traditional linear thinking, offering theoretical foundations and practical insights for precise marketing, product development, and brand building in film‑induced tourism destinations. 2. Theoretical Foundations and Model Construction 2.1.Stimulus-organism-response (SOR) model Extending the “stimulus–response” paradigm, Russell et al. (1974) introduced cognitive and affective processes as organismic components, establishing the stimulus–organism–response (S–O–R) framework. The model holds that external stimuli activate internal psychological processing, shaping cognitive and affective states and ultimately driving behavioural responses. In this framework, S denotes stimuli (external or internal), O the psychological and cognitive processes they evoke, and R the resulting behavioural intentions or actions. Currently, the S–O–R framework has been widely applied in tourism research, spanning areas such as tourist attitudes and behaviors, online tourism marketing, and destination brand image (Wu et al., 2024). In the field of film- and media-induced tourism, the S–O–R model has gained increasing adoption due to its capacity to clearly delineate the psychological mediating process from “media exposure” to “travel behavior.” For instance, Kim (2012) demonstrated that film and television content, as a key external stimulus, can evoke emotional attachment and narrative immersion among viewers, thereby stimulating their intention to visit filming locations. Luong et al. (2023) further incorporated “celebrity involvement” as a central stimulus variable within the S–O–R model, validating its role in influencing tourists’ emotional connection and perceived destination value, which ultimately shapes behavioral intentions. Meanwhile, Chong et al. (2024) examined short travel videos content as a stimulus, exploring how it elicits tourists’ pleasure and short-term visual storage, thereby promoting travel intention. The S–O–R model serves as the theoretical foundation for this study due to two primary strengths. First, it provides a clear causal chain linking stimuli, organismic states and responses. In tourism, stimuli motivate by capturing attention, eliciting emotional reactions and fostering viewer–destination connections (Fakfare et al., 2023). Accordingly, this study includes three stimulus categories from audiovisual content: celebrity involvement, electronic word‑of‑mouth and destination image. These are hypothesised to shape viewers’ emotional and cognitive states during media engagement, subsequently affecting place attachment and perceived value. Within this framework, audiovisual content acts as a potent external stimulus, evoking internal states—such as place attachment and perceived value towards filming locations—that drive visitation intention. The S–O–R model thus provides a structured analytical pathway for examining the “media content–psychological cognition–travel behaviour” nexus, deepening insight into the complex motivational processes underlying media‑induced tourism. 2.2.Stimuli factors of Film-Induced Tourist Behavioral Intentions Behavioral intention originates from attitude theory and is a key outcome variable in consumer behavior research. Most researchers define it as a consumer's subjective willingness or judgment about the likelihood of performing a future behavior, influenced by individual attitudes and external environmental factors, among others (Zeithaml et al., 1996). In the present study, behavioral intention specifically refers to the willingness of film-induced tourists—after being influenced by audiovisual works and related information—to visit filming locations, recommend them to others, and pay a premium for the experience. As a central concept in consumer behavior research, the examination of behavioral intention in tourism studies holds important implications for understanding and predicting tourism market dynamics. 2.2.1.Celebrity Involvement Celebrity involvement constitutes a significant component of film-induced tourism, referring to the phenomenon where the association of well-known actors, directors, or public figures with a destination enhances its appeal. As noted by Kim et al. (2021) note that star power transfers to destinations linked to celebrities’ professional or personal lives, fostering viewer identification and aspiration. In film‑induced tourism, an actor’s performance, character appeal and on‑screen/off‑screen interactions with filming locations enhance the destination’s emotional pull and symbolic value. Such involvement boosts visibility and, crucially, enables emotional transfer, extending audience affinity into positive attitudes and visitation intentions (Zhou, 2023). As a potent external stimulus, celebrity involvement elicits positive affective and value responses, motivating subsequent behavioural intentions. This study therefore treats celebrity involvement as a key antecedent variable to examine its central role in shaping film‑induced tourists’ behavioural intentions. 2.2.2.Destination image Destination image refers to the sum of beliefs, impressions and emotions potential tourists hold about a place, a key cognitive factor in travel decisions (Chon, 1990). Audiovisual narratives can shape, reinforce or reconstruct this image. Chen (2018) found that on‑screen portrayals directly affect viewers’ perceptions of a destination’s authenticity and appeal. A positive, distinctive and emotionally resonant media‑projected image reduces perceived risk and heightens anticipated experiential value, motivating travel (Lu et al., 2020). In film‑induced tourism, the image includes not only objective landscape attributes but also narrative meaning and emotional tone, forming a distinct “story‑place” identity. This composite image shapes tourists’ cognitive and affective evaluations, ultimately influencing visitation, recommendation and revisitation intentions. This study therefore treats destination image as an antecedent variable to examine its influence on film‑induced tourists’ behavioural intentions. 2.2.3.Electronic word-of-mouth Electronic word‑of‑mouth (eWOM) extends traditional word‑of‑mouth to digital platforms, encompassing consumers’ online evaluations of products, services or brands (Jalilvand, 2012). In film‑induced tourism, eWOM emerges through viewers’, fans’ and tourists’ sharing and discussion of audiovisual works, filming locations and related experiences on social media, fan communities and travel sites. Pourfakhimi (2020) shows that eWOM’s informational quality and persuasiveness shape recipients’ attitudes and behavioural intentions. For potential film‑induced tourists, shared viewing experiences, user‑generated “check‑in” visuals and travel reviews provide supplementary, verifying information, reducing information asymmetry and affecting risk perceptions and expectations (Luong, 2024). On visual‑centric platforms such as TikTok and Xiaohongshu, location‑related user content can spread widely, amplifying and extending the tourism‑pull effect of audiovisual productions (Azer & Ranaweera, 2022). Hence, this study conceptualises eWOM as a key external informational stimulus and examines its role in shaping film‑induced tourists’ progression from intention to decision. 2.2.4.Place attachment Place attachment denotes the affective, cognitive and functional bonds individuals form with specific settings (Williams & Roggenbuck, 1989). In film‑induced tourism, it can originate from an “anticipated emotional connection” viewers establish with on‑screen destinations through media engagement. This bond is often conceptualised along three interlinked dimensions: person, process and place, forming a cognitive‑affective tie that can be transient or enduring (Scannell & Gifford, 2010). Through narrative, characters and atmosphere, audiovisual works evoke viewers’ emotional investment, identification and sense of belonging toward the story’s location. This mediated “simulated attachment” becomes a psychological driver of physical visitation (Zhou, 2023). When audiences seek to authenticate this connection by visiting the place, the bond translates into travel motivation and behavioural intention. Stronger place attachment correlates with higher revisit and recommendation intentions (Isa, 2020). This study thus treats place attachment as a key organism‑level variable, examining its mediating role in shaping film‑induced tourists’ behavioural intentions. 2.2.5.Perceived value Perceived value refers to a consumer’s holistic assessment of a product’s utility based on a trade‑off between benefits and sacrifices (Sánchez et al., 2006). For film‑induced tourists, it extends beyond functional tourism benefits to include unique emotional, social and symbolic value derived from media content—such as emotional resonance, community belonging or personal‑identity reinforcement (Kim, 2021). These distinctive perceptions constitute the core appeal of the film‑induced tourism experience. Within the S–O–R framework, external stimuli shape internal value assessments, which then elicit behavioural responses. When potential tourists perceive that a film‑related trip offers substantial emotional, social or symbolic rewards, their behavioural intentions are strengthened (Yi et al., 2022). Perceived value thus acts as a key mediator linking external stimuli to behavioural outcomes. This study treats perceived value as a central antecedent variable and examines its impact on film‑induced tourists’ behavioural intentions. 2.3.Model Construction Based on the S–O–R framework, this study develops a configurational model to explain the formation of behavioural intention in film‑induced tourism. Theoretically, intention arises from the interplay between external stimuli and internal psychological factors—a complex process requiring holistic analysis. The model integrates five antecedent conditions: three stimulus‑level factors—celebrity involvement, destination image and electronic word‑of‑mouth (eWOM)—and two organism‑level factors—place attachment and perceived value. As shown in Fig. 1 , the configurational model elucidates how different combinations of these conditions create multiple equifinal pathways leading to high or non‑high behavioural intention. Using a set‑theoretic approach, the analysis shifts from net‑effect estimates of isolated variables to revealing how specific configurations of stimuli and organismic states jointly shape tourist responses. 3. Research Design and Data Analysis 3.1.Case Overview The TV series Meet Yourself centres on a renovated traditional dwelling in Fengyangyi Village, echoing the historical and cultural legacy of the Tea Horse Road—a roughly 600‑metre section that originated in the Han dynasty and flourished during the Nanzhao–Dali period as a key corridor for trade and cultural exchange in southwestern China. The narrative weaves the protagonists’ relationship around horses, grounding the story in this heritage. The series substantially stimulated Yunnan’s tourism economy. Filming locations rapidly became visitor attractions, spurring growth in related sectors. Data show that from January to April 2023, Dali City received 36.35 million visitors (a 135% year‑on‑year increase) and generated 51.2 billion RMB in tourism revenue (up 192%). Over the same period, Lijiang received 18.38 million visitors (an 86.71% increase) with revenue of 26.8 billion RMB (up 117.89%). The stronger effect observed in Dali underscores the distinctive appeal and market dynamism of film‑induced tourism. Three considerations guided the case selection. First, typicality and impact: the series exemplifies recent film‑induced tourism stimulation, with filming sites showing explosive visitor and revenue growth after broadcast, offering an authentic context for studying the “screen‑to‑destination” transformation. Second, theoretical alignment: its narrative is culturally embedded, and the lead actors hold considerable public influence, encompassing key variables such as celebrity involvement, destination image, and place attachment—thereby supporting configurational analysis within the S‑O‑R framework. Third, data accessibility and timeliness: proximity between broadcast and survey periods aided recall, while the ongoing tourism boom provided rich electronic word‑of‑mouth and behavioural data, enabling timely and relevant analysis. 3.2.Research Methodology and Measurement This study used fuzzy‑set Qualitative Comparative Analysis (fsQCA), a method that combines qualitative and quantitative reasoning and is well‑suited to phenomena with multiple conjunctural causality (Ragin, 2008). fsQCA was selected because it can uncover how stimulus and organism factors combine into configurations that shape behavioural intention, and because its fuzzy‑set logic accommodates the graded, context‑dependent nature of film‑induced tourist decisions, representing conditions such as perceived value as continua. With fsQCA, we identify the core condition combinations that lead to high and non‑high behavioural intention, offering a systematic framework for explaining the complex causality underlying film‑induced tourism behaviour. The questionnaire consisted of demographic items and five‑point Likert scales measuring all theoretical constructs. Multi‑item scales were adapted from established instruments: celebrity involvement (Lee et al., 2008), destination image (Baloglu & McCleary, 1999), electronic word‑of‑mouth (Cheung & Thadani, 2012), place attachment (Jorgensen et al., 2006), perceived value (Yu, 2022) and behavioural intention (Hosany et al., 2015). Items were contextualised for film‑induced tourism. Using established scales enhances measurement robustness, and the Likert format provides graded data appropriate for fuzzy‑set calibration in fsQCA. 3.4.Data Collection Behavioural intention was defined as tourists’ willingness to travel, recommend or pay after viewing the series Meet Yourself . All respondents were screened to confirm they had watched it. A pilot study verified the questionnaire’s validity and reliability before full‑scale administration. Data were collected online (Wenjuanxing platform) from relevant fan communities on Weibo, including the Liu Yifei Super Topic and Meet Yourself discussion groups, between late February and late October 2025. Of 480 returned questionnaires, 432 valid responses were retained after removing incomplete, inconsistent or inattentive entries, yielding an effective response rate of ~90%. Respondent demographics are shown in Table 1. Ethical approval: This study was reviewed and approved by Guilin University of Technology. Informed consent: Informed consent was obtained from all individual participants included in the study. Ethical conduct: All procedures performed in this study were in accordance with the ethical standards of the institutional committee and with the 1964 Helsinki Declaration and its later amendments. The confidentiality of participants' information was protected, and they were free to withdraw from the study at any time. Table 1 Demographic profile of the survey sample (N=432). The table details the frequency and percentage distribution of respondents across key demographic variables, including gender, age, education level, monthly income, and occupation. Variables Characteristics Number Percentage Variables Characteristics Number Percentage Gender Male 162 37.5% Income（RMB） Below 2,000 87 20.1% Female 270 62.5% 2,001 - 5,000 201 46.5% Age ≤19 years 49 11.3% 5,001 - 8,000 105 24.3% 20-29years 228 52.8% Above 8,000 39 9.1% 30-39years 83 19.3% Occupation Government and public institution staff 8 1.9% 40-49years 54 12.5% Corporate employee 87 20.1% ≥50 years 18 4.1% Self-employed 80 18.5% Education High school or below 90 20.8% Freelancer 151 35.0% Associate degree 116 26.9% Student 106 24.5% Bachelor's degree 143 33.1% Master's degree or above 83 19.2% 3.5.Data Calibration In fsQCA, data calibration is essential (Ragin, 2008). All variables must be transformed into membership scores between 0 and 1 to satisfy Boolean‑logic operations. This study applies the three‑anchor‑point calibration method (Fiss, 2011): the 95th percentile defines full membership, the 50th percentile the crossover point, and the 5th percentile full non‑membership. Original data were then converted to fuzzy‑set scores using fsQCA 3.0. Following Crilly et al. (2012), membership scores of 0.5 were adjusted to 0.501 to resolve ambiguity and include all cases in the analysis. 4. Results and Analysis 4.1.Reliability and Validity Testing Reliability was assessed with Cronbach’s α (Table 2). All scales exceeded 0.7, indicating good internal consistency: celebrity involvement (0.831), destination image (0.868), eWOM (0.819), place attachment (0.843), perceived value (0.777) and behavioural intention (0.853). The overall α of 0.935 reflects excellent scale reliability. Validity was examined via confirmatory factor analysis (AMOS 27.0). All scales were adapted from established instruments and contextualised. Factor loadings exceeded 0.60 (range 0.700–0.900), composite reliability values were above 0.70, and average variance extracted exceeded 0.50 for each construct, supporting convergent validity (Table 2). These results confirm measurement quality for subsequent analysis. Table 2 Reliability and Convergent Validity Analysis. This table presents the results of the scale validation for the six key constructs in the study: Celebrity Involvement, Destination Image, Electronic Word-of-Mouth, Place Attachment, Perceived Value, and Behavioral Intention. It reports factor loadings, Composite Reliability (CR), Average Variance Extracted (AVE), and Cronbach's Alpha for each construct, along with an overall scale reliability coefficient, demonstrating strong measurement model properties. Variables measurement items Factor Loadings CR AVE Cronbach’s α Overall Cronbach’s α Celebrity Involvement Liu Yifei 's performance and charm have sparked my interest in the filming locations of Meet Yourself . 0.731 0.887 0.665 0.831 0.935 I deeply admire the lifestyle and values that Liu Yifei embodies in the TV series 0.864 Due to Liu Yifei , I am more inclined to participate in tourism activities similar to those featured in the TV series. 0.835 I believe that Liu Yifei ’s persona aligns perfectly with the essence of the TV series Meet Yourself . 0.826 Destination Image I believe that the filming location is a beautiful and desirable place, one that attracts admiration. 0.874 0.916 0.733 0.868 I believe that the destination possesses a unique and captivating local cultural atmosphere. 0.873 This TV series has shaped a positive and uplifting overall image of the destination for me. 0.881 I believe that the destination offers rich and high-quality tourism experiences and services. 0.794 Electronic Word-of-Mouth I would look for a large amount of information and discussions about the destination on social media and tourism platforms. 0.818 0.882 0.652 0.819 I would read others' reviews, notes, and so on, to understand the image of the tourism product. 0.835 If I were to travel here, I would place great importance on and refer to the reviews and shares from other tourists online. 0.768 Seeing positive reviews from others about the destination would give me greater confidence. 0.808 Place Attachment After watching the TV series, I developed a special emotional connection to the filming location. 0.808 0.894 0.679 0.843 This place holds special significance for me. 0.860 Compared to other similar places, I believe that I can experience greater relaxation and healing here. 0.875 I believe that the experiences one can gain from traveling here are hard to replicate elsewhere. 0.749 Perceived Value I believe that the experiences gained from traveling to this filming location are well worth the value. 0.814 0.857 0.601 0.777 I believe that traveling to this place will bring me emotional joy and fulfillment. 0.789 My travel experiences in this place could serve as interesting conversation topics when I interact with others. 0.757 Overall, I believe the benefits of traveling to this destination outweigh the drawbacks. 0.741 Behavioral Intention I am willing to include this place in my future travel plans. 0.791 0.902 0.698 0.853 I would be willing to recommend this destination to my friends and family. 0.881 I would be willing to share or like positive information related to this destination on social media. 0.835 If given the opportunity, I am highly likely to visit this place. 0.834 Discriminant validity was also assessed (Table 3). According to the Fornell–Larcker criterion, discriminant validity is established when the square root of the average variance extracted (AVE) for each construct (diagonal values) exceeds its correlations with other constructs (off‑diagonal values). The results confirm that all constructs meet this requirement, supporting adequate discriminant validity and justifying their use in further analysis. Table 3 Discriminant Validity Analysis. This table presents the Fornell-Larcker criterion results, displaying the square root of the Average Variance Extracted (AVE) for each construct on the diagonal (bolded) and the inter-construct correlations off the diagonal. The analysis demonstrates discriminant validity, as the diagonal values in each row and column are greater than the correlations with other constructs. Celebrity Involvement Destination Image Electronic Word-of-Mouth Place Attachment Perceived Value Behavioral Intention Celebrity Involvement 0.815 Destination Image 0.280 0.856 Electronic Word-of-Mouth 0.356 0.366 0.807 Place Attachment 0.252 0.373 0.384 0.824 Perceived Value 0.269 0.335 0.391 0.369 0.775 Behavioral Intention 0.358 0.357 0.465 0.439 0.424 0.835 Note: The values on the diagonal represent the square root of the AVE. 4.2.Necessary Condition In fsQCA, necessary‑condition tests identify explanatory variables that may be indispensable to an outcome. Because necessary conditions can be eliminated as redundant during logical minimization, they may not appear in final solutions, making their prior assessment theoretically important. Using fsQCA software, we evaluated the necessity of conditions for film‑induced tourists’ behavioural intentions. All consistency scores (Table 4) fall below 0.9, indicating that no single condition is necessary for high behavioural intention. Therefore, all antecedent variables were retained to examine which combinations of conditions produce high intention among film‑induced tourists. Table 4 Analysis of Necessary Conditions. This table presents the results of Necessary Condition Analysis (NCA), showing the consistency and coverage scores for each antecedent variable and its negation (indicated by "~") in leading to both high and non-high behavioral intention. The analysis identifies which factors may be necessary for the outcome. Antecedent Variables High Behavioral Intention Non-High Behavioral Intention Consistency Coverage Consistency Coverage Celebrity Involvement 0.773 0.790 0.460 0.362 ~Celebrity Involvement 0.375 0.474 0.733 0.714 Destination Image 0.798 0.766 0.569 0.421 ~Destination Image 0.397 0.544 0.684 0.724 Electronic Word-of-Mouth 0.747 0.829 0.414 0.354 ~Electronic Word-of-Mouth 0.419 0.481 0.801 0.709 Place Attachment 0.786 0.845 0.445 0.368 ~Place Attachment 0.413 0.491 0.814 0.746 Perceived Value 0.807 0.845 0.453 0.366 ~Perceived Value 0.394 0.483 0.808 0.763 Note: "~" represents the absence or opposite state of the antecedent condition. 4.3.Configuration Analysis 4.3.1.High Behavioral Intention Configuration Following necessary‑condition tests, we conducted a configurational analysis to examine how antecedent variables combine to shape film‑induced tourists’ behavioural intentions. In fsQCA, constructing a truth table is essential for analysing complex causality. After building the table, we applied case‑frequency and consistency thresholds to select viable condition combinations. Guided by established practice and this study’s context, the consistency threshold was set to 0.8, the frequency threshold to 2 and the PRI (proportional reduction in inconsistency) to 0.8 (Greckhamer et al., 2018). The truth table was then standardised to produce three solution types: complex, intermediate and parsimonious. Core conditions were defined as those appearing in both intermediate and parsimonious solutions (marked with a large circle) and peripheral conditions as those appearing only in the intermediate solution (small circle). Using this classification, we analysed configuration pathways for high and non‑high behavioural intention and performed longitudinal and cross‑sectional comparisons to reveal underlying complex causal mechanisms. Table 5 Configurations for High Behavioral Intention of Film-Induced Tourists. This table presents the results of a fuzzy-set Qualitative Comparative Analysis (fsQCA), showing six distinct configurations of antecedent conditions that lead to high behavioral intention. The analysis identifies the core and peripheral roles of Celebrity Involvement, Destination Image, Online Word-of-Mouth, Place Attachment, and Perceived Value across different causal recipes, with all solutions demonstrating high consistency (0.861-0.913) and coverage (0.233-0.683). Following standardised analysis, with emphasis on the intermediate solution and the parsimonious solution as supplementary, we derived configuration results for high behavioural intention (Table 5). Six distinct causal paths emerged, showing overall solution consistency of 0.837. Individual path consistencies (0.911, 0.888, 0.910, 0.861, 0.913, 0.905) all exceed the 0.8 threshold, confirming each as a sufficient condition for high intention. The overall solution coverage of 0.858 indicates that antecedent variables substantially explain the outcome. Based on antecedent combinations, the six paths can be categorised into three types: externally‑stimulus‑driven, experience‑perception‑dominant and emotional‑value‑oriented. This typology facilitates deeper investigation into the mechanisms underlying high behavioural intention in film‑induced tourism. Externally‑stimulus‑driven type. This pathway is characterized by a high level of celebrity involvement, indicating that tourists’ behavioral intentions are primarily driven by external environmental stimuli. As cultural symbols, celebrities link their image to destinations through film and television media, enabling a process of “meaning transfer” (Yen, 2015). This significantly enhances tourists’ familiarity with the destination, visitation willingness, and perceived value (Kim, 2020). This pathway highlights the critical role of celebrity involvement as an external stimulus in sparking tourism interest, facilitating word‑of‑mouth dissemination, and encouraging repeat visitation. Experience‑perception‑dominant type. In this pathway, tourists place greater emphasis on their perception of the destination’s intrinsic qualities and emotional resonance, with higher perceived value playing a central role. Through engagement with film scenes, narrative immersion, and affective interaction, tourists develop a distinctive understanding and value judgment of the destination. This value encompasses multiple dimensions, including functional satisfaction, emotional resonance, and self‑identity (Kim, 2021), thereby fostering place attachment and shaping behavioral intention. Emotional‑value‑oriented type. This pathway is characterized by strong place attachment, where tourist decisions are primarily based on intrinsic emotional needs and value judgments. Film narratives help tourists establish deep emotional connections with the destination, enabling them to project personal memories, cultural identity, and other values onto the physical space (Isa, 2020). This in turn strengthens their sense of belonging, revisit intention, and willingness to recommend. The previous section conducted a longitudinal analysis to compare the various paths. Next, a cross-sectional comparative analysis will be performed to explore the role of each antecedent variable in influencing high behavioral intention in tourists. Celebrity involvement is a necessary condition for high behavioral intention. When tourists exhibit high behavioral intention, their level of celebrity involvement is invariably high (Zhou, 2023). This indicates that celebrity involvement is a key factor influencing behavioral intention, and the emotional bond between tourists and celebrities can, to some extent, compensate for deficiencies in other conditions. Perceived value also constitutes a necessary condition for high behavioral intention. For film‑induced tourists, perceived value arises not only from actual service experiences but also, and more significantly, from the cultural and affective meanings conferred by the audiovisual work (Yi et al., 2022). Even if the destination is not a conventional hotspot, its symbolic significance in the film can enhance tourists’ value perception, thereby strengthening travel intention. Place attachment serves as an important explanatory factor for high behavioral intention. Its appearance as a core condition across multiple pathways indicates that place attachment significantly promotes behavioral intention. If tourists fail to establish an emotional connection with the destination, their willingness to consume and promote it is often unlikely to develop (Isa, 2020). 4.3.2.Non-High Behavioral Intention Configuration Non‑high behavioural intention denotes negative tendencies, including unwillingness to travel, recommend, revisit or consume. After standardised analysis, focusing on the intermediate solution with the parsimonious solution as supplementary, configuration results were obtained (Table 6). Four distinct causal paths were identified, with an overall solution consistency of 0.845. Individual path consistencies (0.890, 0.918, 0.893, 0.921) all exceed the 0.8 threshold, confirming that each constitutes a sufficient condition for non‑high intention. The overall solution coverage of 0.748 indicates that antecedent variables substantially explain non‑high behavioural intention. Table 6 Condition Configurations of Non-High Behavioral Intention in Film-Induced Tourists. This table presents the results of a fuzzy-set Qualitative Comparative Analysis (fsQCA), showing four distinct configurations of antecedent conditions that lead to non-high behavioral intention. The analysis identifies the core and peripheral roles of Celebrity Involvement, Electronic Word-of-Mouth, Place Attachment, and Perceived Value across different causal recipes, with all solutions demonstrating high consistency (0.890-0.921) and coverage (0.513-0.644). This type encompasses four paths, all of which belong to the "comprehensive driver deficiency" type. According to configuration a1, if the destination lacks a good online reputation, and film-induced tourists have not established place attachment and lack perceived value, even if other stimulus conditions are present, their behavioral intention will not be high. Configuration a2 indicates that, under conditions of insufficient celebrity involvement, absence of place attachment, and low perceived value, film-induced tourists will not exhibit high behavioral intention, even with the presence of other stimulating factors. Configuration a3 further shows that, if both celebrity involvement and online reputation are not prominent, and perceived value is low, tourists' behavioral intention will still not be high, even if place attachment has formed and other conditions are met. Configuration a4 explains that, in the absence of all three stimulating factors and without place attachment, even with high perceived value, tourists' behavioral intention will not increase. Collectively, these pathways confirm the S‑O‑R perspective: the interaction between stimulus factors and organismic responses is indispensable. High behavioural intention in film‑induced tourists arises only when external stimuli—such as celebrity involvement, online reputation or destination image—combine with positive cognitions, high perceived value and emotional connection to the destination. 4.3.3.High and Non-High Behavioral Intention Configuration Paths This paper compares the configuration analysis results of high and non-high behavioral intention in film-induced tourists, and the following observations can be made: The pathways leading to high and non‑high behavioural intention differ. Their condition combinations show that intention formation results not from single factors but from a complex mechanism, affirming that social phenomena stem from intricate causal processes. Examining these multiple combinatorial pathways offers insights for managing tourism at filming locations. The mechanisms influencing film‑induced tourists’ behavioural intention show causal asymmetry. Comparative analysis of the pathways forming high and non‑high intention reveals that these pathways are not symmetric counterparts. Consequently, tourism operators cannot use the same strategies both to promote high intention and to mitigate factors leading to low intention; targeted approaches are required. The mechanisms underlying high and non‑high behavioural intention exhibit causal asymmetry. Comparative analysis confirms that the pathways are not symmetric. Therefore, tourism operators cannot apply identical strategies to enhance high intention and reduce low intention; targeted interventions are necessary. 4.4.4.Robustness Test Based on set‑theoretic principles, results are considered robust if they maintain subset relations and core conclusions remain substantively unchanged after reasonable adjustments to key parameters (Fiss, 2011). Following this logic, we tested robustness by modifying the consistency threshold from 0.8 to 0.75 and 0.85, and raising the case‑frequency threshold from 2 to 3. The adjusted solutions retained subset relations with the original results, indicating that the configurational findings are robust. 5. Conclusion and implications 5.1.Conclusion Based on the S-O-R framework, this study develops a configurational model to examine factors influencing film‑induced tourists’ behavioural intentions. Using fsQCA, we analyse the combined effects of five antecedent conditions—celebrity involvement, destination image, electronic word‑of‑mouth, place attachment, and perceived value—on high versus non‑high behavioural intention. Through comparative analysis, the study yields three main conclusions. First, we identify celebrity involvement, place attachment, and perceived value as core influencers of behavioural intention, corroborating and integrating earlier work on emotional connection, narrative attachment, and value perception (Lee et al., 2008; Luong et al., 2023; Kim, 2012). Importantly, configurational analysis shows that these factors operate not in isolation but through synergistic combinations, highlighting the systemic and context‑dependent nature of film‑induced tourism decisions. Secondly, the formation of high behavioral intention among film‑induced tourists follows multiple “equifinal” configurational pathways, demonstrating marked causal complexity and asymmetry. The study identifies three types—externally‑stimulus‑driven, experience‑perception‑dominant, and affective‑value‑oriented—encompassing six distinct causal configurations. This multiplicity of equifinal pathways confirms that film‑induced tourism intention formation is not a simple linear process but results from complex interactions among multiple antecedent variables. More importantly, comparing the pathways that generate high versus non‑high behavioral intention reveals that they are not simple mirror images. For instance, while the “presence” of celebrity involvement serves as a core condition in certain high‑intention pathways, its “absence” does not directly lead to non‑high intention; rather, it must combine with the absence of other conditions to exert an effect. This causal asymmetry indicates that enhancing positive intention and mitigating negative intention require distinctly different strategic combinations. Finally, non‑high behavioral intention arises from the systematic absence of key driving elements. The analysis shows that when multiple conditions at both the stimulus and organism levels are simultaneously lacking, non‑high behavioral intention emerges. These four “comprehensive‑driver‑deficiency” pathways conversely affirm the integrity of the S‑O‑R model, indicating that effective stimulation of tourism intention requires simultaneous attention to the shaping of external stimuli and the cultivation of internal psychological cognition. This finding extends beyond the explanatory scope of traditional linear “cognition–affect–conation” models (Shen et al., 2021), providing direct theoretical grounding for destinations to identify risk vulnerabilities and formulate differentiated, precise management strategies. 5.2.Theoretical implications This study integrates the S‑O‑R framework with a configurational perspective to advance the understanding of media‑induced tourism. First, it confirms that film‑induced behavioural intention arises from multiple conjunctural causation. Three equifinal pathways were identified—externally‑stimulus‑driven, experience‑perception‑dominant, and affective‑value‑oriented—demonstrating that stimuli and organismic responses interact not linearly but through differentiated combinations, consistent with the principle of causal equifinality in configurational theory. Second, the study reveals an asymmetric relationship between the mechanisms driving high and non‑high behavioural intention, challenging the implicit symmetry assumption in traditional tourism decision‑making models. This suggests that facilitating and inhibiting conditions may follow distinct logics, extending the cognitive boundaries of film‑induced tourism research and providing empirical support for theories of positive versus negative decision mechanisms. Overall, this research offers a nuanced, system‑level explanation of how media content translates into travel motivation, contributing to both tourist‑behaviour theory and practical strategies for destination marketing and media‑content design. 5.3.Practical implications First, given the key role of celebrity involvement in stimulating behavioural intention, destinations should partner with influential stars to raise visibility and appeal. During and after broadcasts, celebrity‑fan synergy can direct audiences to filming sites, enhancing cognitive awareness, emotional bonds and place attachment, thereby boosting recommendation and revisit intent. Long‑term collaborations with celebrities whose image aligns with local values are preferable. Through travel vlogs, promotional content and fan events, star influence can be transformed into lasting emotional appeal that motivates visitation. Second, because the mechanisms driving high and non‑high intention are asymmetric, strategies must address both facilitating and inhibiting dimensions. Efforts should reinforce key drivers (e.g., optimising celebrity involvement, strengthening perceived value) while mitigating inhibitory combinations, such as low perceived value with low online engagement. Integrating these dual pathways enables targeted strategies that enhance behavioural intention comprehensively. Third, given the complex multi‑factor interplay shaping intention, destinations should adopt a strategically focused approach, leveraging distinctive assets to create unique attractions. Combining film‑based marketing, online interaction and cultural‑creative products—via actor live‑streams, check‑in rewards and tiered membership—can convert transient fan interest into sustained consumption. Such synergy helps translate on‑screen popularity into tangible, lasting tourism benefits, holistically improving the visitor experience. Limitations and future research This study applied fsQCA to examine the configurational effects shaping film‑induced tourists’ behavioural intentions, revealing complex pathways of multi‑factor synergy. However, several limitations should be acknowledged. First, owing to the constraints of the research framework, not all potential influencing factors were included; future research could construct a more comprehensive theoretical model. Second, the sample was limited to audiences of a single series, Meet Yourself, with filming locations concentrated in Yunnan, which may affect the generalisability of the findings. Future studies could expand comparisons across different types of film and television productions, such as those with geographically dispersed filming sites. Finally, methodologically, subsequent work could adopt mixed‑method approaches to further investigate the activation pathways of film‑induced tourists. Declarations Funding This work was supported by National Natural Science Foundation of China and Innovation Project of Guangxi Graduate Education Author Contribution Wenxin Wu(Author 1) wrote the main manuscript text.Jiansheng Yao(Author 2) contributed to partial manuscript writing and content development.Zhidan Yang (Author 3) conducted proofreading and revisions of the full text. Data Availability The datasets used and/or analysed during the current study available from the corresponding author on reasonable request. Disclosure statement No potential conflict of interest was reported by the author(s). References Kim S, Klarin A, Reijnders S, et al. Chronicles of film tourism: an integrative review and future research directions[J]. Journal of Hospitality & Tourism Research, 2025: 10963480241305762. Zhou, B., Xiong, Q., Li, P. et al. 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Araújo-Vila N, Cardoso L, Almeida G G F, et al. Film-induced tourism as a key factor for promoting tourism destination image: The James Bond Saga Case[J]. Administrative Sciences, 2024, 14(5): 94. Azer, J. & Ranaweera, C. Former customers’ E-WOM in social media platforms: An investigation of motives, network size and social ties[J]. Journal of Business Research, 2022, 146: 118-133. Wu X, Lai I K W. How to promote film tourism more effectively? From a perspective of self-congruity and film tourism experience[J]. Asia Pacific Journal of Tourism Research, 2023, 28(6): 556-572. Fiss P C. Building better causal theories: A fuzzy set approach to typologies in organization research[J]. Academy of management journal, 2011, 54(2): 393-420. Wu, X., Zhang, X. & Zhao, Y. Tracing, Application, and Prospects of SOR Theory in Tourism Research[J]. Tourism Forum, 2024, 17(06): 85-95. Kim, S. Audience involvement and film tourism experiences: Emotional places, emotional experiences[J]. Tourism Management, 2012, 33(2): 387-396. Chong, S. E., Lim, X. J., Cheah, J. H. et al. From screen to scene: exploring factors influencing flow state and actual destination visitation tendencies in short travel videos[J]. Current Issues in Tourism, 2024: 1-20. Fakfare, P., Lee, J. S., Kim, J. J. et al. Animal ethics and tourism: Deepening a stimulus–organism–response (SOR) framework[J]. Journal of Travel Research, 2024, 63(4): 940-958. Zeithaml, V. A., Berry, L. L. & Parasuraman, A. The behavioral consequences of service quality[J]. Journal of Marketing, 1996, 60(2): 31-46. Kim, S. S. & Kim, S. S. Perceived values of TV drama, audience involvement, and behavioral intention in film tourism[M]//Visual media and tourism. Routledge, 2021: 51-64. Chon, K. S. The role of destination image in tourism: A review and discussion[J]. The Tourist Review, 1990, 45(2): 2-9. Chen, C. Y. Influence of celebrity involvement on place attachment: Role of destination image in film tourism[J]. 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Decision Support Systems, 2012, 54(1): 461-470. Jorgensen, B. S. & Stedman, R. C. A comparative analysis of predictors of sense of place dimensions: Attachment to, dependence on, and identification with lakeshore properties[J]. Journal of Environmental Management, 2006, 79(3): 316-327. Yu, X. Research on Customer Behavioral Intention in Rural Homestays Based on Perceived Value[D]. Zhengzhou University, 2021. Hosany, S., Prayag, G., Deesilatham, S. et al. Measuring tourists’ emotional experiences: Further validation of the destination emotion scale[J]. Journal of Travel Research, 2015, 54(4): 482-495. Crilly, D., Zollo, M. & Hansen, M. T. Faking it or muddling through? Understanding decoupling in response to stakeholder pressures[J]. Academy of Management Journal, 2012, 55(6): 1429-1448. Greckhamer, T., Furnari, S., Fiss, P. C. et al. Studying configurations with qualitative comparative analysis: Best practices in strategy and organization research[J]. Strategic Organization, 2018, 16(4): 482-495. Yen C H, Teng H Y. Celebrity involvement, perceived value, and behavioral intentions in popular media-induced tourism[J]. Journal of Hospitality & Tourism Research, 2015, 39(2): 225-244. Ma, X. Research on the Construction of Communal Imagination in Chinese Science Fiction Films[J]. Movie Literature, 2025, (19): 50-54. Shen, C., Wang, E., Liu, J. et al. Does Stronger Ethnic Identity Lead to a Higher Willingness to Revisit? Evidence from the Memorial Hall of the Victims in the Nanjing Massacre by Japanese Invaders[J]. Journal of Tourism, 2021, 36: 83–95. Additional Declarations No competing interests reported. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8589548","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":598855342,"identity":"5dc732da-d5cb-4483-8ecd-827402ee943d","order_by":0,"name":"Wenxin Wu","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAxklEQVRIiWNgGAWjYBACfoYDiQ8/VPxntm9vIFKLZOOBx8YSZ5jZDXgOEKnFoPngMwneNmZ+A4kEYrWwHU6TkDjDJm0u+XjjDYYam2iCWsx5jiVbFFTwGFvOTiu2YDiWlttASIvljDOJNyTOSCQz3M4xk2BsOExYi8H99x+AfjGob7h5hlgtBw4kAbUkMBvc4CFSi2TDgWRgIB9gluwB+iWBGL9Ao/IAMz/74Y03PtTYENaC4kiiowZJC6k6RsEoGAWjYGQAAIqaRHH2qz9VAAAAAElFTkSuQmCC","orcid":"","institution":"Guilin University of Technology","correspondingAuthor":true,"prefix":"","firstName":"Wenxin","middleName":"","lastName":"Wu","suffix":""},{"id":598855351,"identity":"49eaad83-6277-45fb-928e-ed633399d151","order_by":1,"name":"Jiansheng Yao","email":"","orcid":"","institution":"Guilin University of Technology","correspondingAuthor":false,"prefix":"","firstName":"Jiansheng","middleName":"","lastName":"Yao","suffix":""},{"id":598855352,"identity":"475c31c8-5cb7-4993-847a-f4bfe98e81c6","order_by":2,"name":"Zhidan Yang","email":"","orcid":"","institution":"Guilin University of Technology","correspondingAuthor":false,"prefix":"","firstName":"Zhidan","middleName":"","lastName":"Yang","suffix":""}],"badges":[],"createdAt":"2026-01-13 08:53:31","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-8589548/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-8589548/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":103840650,"identity":"5fc03392-e068-4987-bb2d-f1e713ec2dd0","added_by":"auto","created_at":"2026-03-03 14:41:22","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":116692,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eA Configuration Theory Model Diagram of Influencing Factors on Film-Induced Tourists' Behavioral Intentions. It illustrates the theoretical pathway where stimuli (electronic word-of-mouth, celebrity effect, place attachment, destination image, and perceived value) trigger internal organism processes, ultimately leading to responses (film-induced tourists' behavioral intentions).\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-8589548/v1/98e2fb5b4f14b6691fe47f66.png"},{"id":104400930,"identity":"7566a1e5-1586-464f-a7d3-f94a65a52fa2","added_by":"auto","created_at":"2026-03-11 12:11:27","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":2298937,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-8589548/v1/5b1377ab-027b-4874-ac43-e5fcf7f48af2.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"From Screen to Destination: The Formation Path of Film-Induced Tourism Behavior Intention","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eWith the deepening integration of media technologies and the transformation of consumption patterns, the industrial linkage between film/television and tourism has grown increasingly close. As an emerging cultural‑tourism format centred on audiovisual works as core attractions, film‑induced tourism is demonstrating strong market potential and cultural influence (Kim, 2025). In particular, the recent broadcast of hit series such as \u003cem\u003eMeet Yourself\u003c/em\u003e has directly triggered explosive growth in visitor numbers to filming locations, sparking a phenomenal \u0026ldquo;on‑screen location check‑in\u0026rdquo; trend. Film‑induced tourism not only satisfies viewers\u0026rsquo; desire for emotional projection and scene‑seeking from screen to reality, but also offers destinations an efficient pathway to shape brand image and extend consumption chains (Zhou, 2023; Hao, 2024). Against this backdrop, a systematic investigation into how audiovisual works influence tourists\u0026rsquo; behavioural intentions carries significant theoretical and practical importance for understanding travel motivations in the new era and for optimizing destination marketing and management.\u003c/p\u003e \u003cp\u003eResearch on film‑induced tourism has made considerable progress, focusing primarily on conceptual definitions and typologies (Hao, 2024), community impacts (Lao, 2023), destination‑image construction (Nakayama, 2024), and tourist travel intentions (Luong, 2024). Studies on tourist behavioral intentions indicate they are shaped by a complex interplay of factors, including destination image (Hao, 2024), perceived value (Ara\u0026uacute;jo‑Vila, 2024), place attachment (Luong, 2024), electronic word‑of‑mouth (Azer \u0026amp; Ranaweera, 2022), and celebrity effects (Wu \u0026amp; Lai, 2023). However, most existing work concentrates on the net effects and linear relationships between single film‑related elements or psychological variables and travel intention, leaving unanswered how these factors combine in different configurations to jointly produce high versus non‑high behavioral intention. Methodologically, prior literature predominantly employs variance‑based quantitative approaches such as structural equation modeling, which are ill‑suited to capturing the \u0026ldquo;multiple conjunctural causality\u0026rdquo; and \u0026ldquo;equifinality\u0026rdquo; characteristic of such complex, multi‑factor phenomena (Fiss, 2011). Configuration theory, which is well‑established in tourism research, offers a suitable theoretical tool for addressing this type of causal‑complexity and asymmetry, providing an appropriate framework for examining film‑induced tourism behavioral intentions.\u003c/p\u003e \u003cp\u003eBuilding on previous theoretical analyses of the factors influencing tourist behavioral intentions, this study takes potential and actual tourists of the television series Meet Yourself as a case, constructing a complex causal model of film‑induced tourists\u0026rsquo; behavioral intentions based on the S‑O‑R framework and configuration theory. Using fuzzy‑set Qualitative Comparative Analysis (fsQCA), we systematically explore how the synergistic interplay of multiple antecedent conditions leads to different behavioral intention outcomes, thereby revealing the multiplex pathways and complex mechanisms underlying the formation of film‑induced tourism intentions. This research aims to move beyond the limitations of traditional linear thinking, offering theoretical foundations and practical insights for precise marketing, product development, and brand building in film‑induced tourism destinations.\u003c/p\u003e"},{"header":"2. Theoretical Foundations and Model Construction","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1.Stimulus-organism-response (SOR) model\u003c/h2\u003e \u003cp\u003eExtending the \u0026ldquo;stimulus\u0026ndash;response\u0026rdquo; paradigm, Russell et al. (1974) introduced cognitive and affective processes as organismic components, establishing the stimulus\u0026ndash;organism\u0026ndash;response (S\u0026ndash;O\u0026ndash;R) framework. The model holds that external stimuli activate internal psychological processing, shaping cognitive and affective states and ultimately driving behavioural responses. In this framework, S denotes stimuli (external or internal), O the psychological and cognitive processes they evoke, and R the resulting behavioural intentions or actions.\u003c/p\u003e \u003cp\u003eCurrently, the S\u0026ndash;O\u0026ndash;R framework has been widely applied in tourism research, spanning areas such as tourist attitudes and behaviors, online tourism marketing, and destination brand image (Wu et al., 2024). In the field of film- and media-induced tourism, the S\u0026ndash;O\u0026ndash;R model has gained increasing adoption due to its capacity to clearly delineate the psychological mediating process from \u0026ldquo;media exposure\u0026rdquo; to \u0026ldquo;travel behavior.\u0026rdquo; For instance, Kim (2012) demonstrated that film and television content, as a key external stimulus, can evoke emotional attachment and narrative immersion among viewers, thereby stimulating their intention to visit filming locations. Luong et al. (2023) further incorporated \u0026ldquo;celebrity involvement\u0026rdquo; as a central stimulus variable within the S\u0026ndash;O\u0026ndash;R model, validating its role in influencing tourists\u0026rsquo; emotional connection and perceived destination value, which ultimately shapes behavioral intentions. Meanwhile, Chong et al. (2024) examined short travel videos content as a stimulus, exploring how it elicits tourists\u0026rsquo; pleasure and short-term visual storage, thereby promoting travel intention.\u003c/p\u003e \u003cp\u003eThe S\u0026ndash;O\u0026ndash;R model serves as the theoretical foundation for this study due to two primary strengths. First, it provides a clear causal chain linking stimuli, organismic states and responses. In tourism, stimuli motivate by capturing attention, eliciting emotional reactions and fostering viewer\u0026ndash;destination connections (Fakfare et al., 2023). Accordingly, this study includes three stimulus categories from audiovisual content: celebrity involvement, electronic word‑of‑mouth and destination image. These are hypothesised to shape viewers\u0026rsquo; emotional and cognitive states during media engagement, subsequently affecting place attachment and perceived value.\u003c/p\u003e \u003cp\u003eWithin this framework, audiovisual content acts as a potent external stimulus, evoking internal states\u0026mdash;such as place attachment and perceived value towards filming locations\u0026mdash;that drive visitation intention. The S\u0026ndash;O\u0026ndash;R model thus provides a structured analytical pathway for examining the \u0026ldquo;media content\u0026ndash;psychological cognition\u0026ndash;travel behaviour\u0026rdquo; nexus, deepening insight into the complex motivational processes underlying media‑induced tourism.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2.Stimuli factors of Film-Induced Tourist Behavioral Intentions\u003c/h2\u003e \u003cp\u003eBehavioral intention originates from attitude theory and is a key outcome variable in consumer behavior research. Most researchers define it as a consumer's subjective willingness or judgment about the likelihood of performing a future behavior, influenced by individual attitudes and external environmental factors, among others (Zeithaml et al., 1996). In the present study, behavioral intention specifically refers to the willingness of film-induced tourists\u0026mdash;after being influenced by audiovisual works and related information\u0026mdash;to visit filming locations, recommend them to others, and pay a premium for the experience. As a central concept in consumer behavior research, the examination of behavioral intention in tourism studies holds important implications for understanding and predicting tourism market dynamics.\u003c/p\u003e \u003cdiv id=\"Sec5\" class=\"Section3\"\u003e \u003ch2\u003e2.2.1.Celebrity Involvement\u003c/h2\u003e \u003cp\u003eCelebrity involvement constitutes a significant component of film-induced tourism, referring to the phenomenon where the association of well-known actors, directors, or public figures with a destination enhances its appeal. As noted by Kim et al. (2021) note that star power transfers to destinations linked to celebrities\u0026rsquo; professional or personal lives, fostering viewer identification and aspiration. In film‑induced tourism, an actor\u0026rsquo;s performance, character appeal and on‑screen/off‑screen interactions with filming locations enhance the destination\u0026rsquo;s emotional pull and symbolic value. Such involvement boosts visibility and, crucially, enables emotional transfer, extending audience affinity into positive attitudes and visitation intentions (Zhou, 2023). As a potent external stimulus, celebrity involvement elicits positive affective and value responses, motivating subsequent behavioural intentions. This study therefore treats celebrity involvement as a key antecedent variable to examine its central role in shaping film‑induced tourists\u0026rsquo; behavioural intentions.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section3\"\u003e \u003ch2\u003e2.2.2.Destination image\u003c/h2\u003e \u003cp\u003eDestination image refers to the sum of beliefs, impressions and emotions potential tourists hold about a place, a key cognitive factor in travel decisions (Chon, 1990). Audiovisual narratives can shape, reinforce or reconstruct this image. Chen (2018) found that on‑screen portrayals directly affect viewers\u0026rsquo; perceptions of a destination\u0026rsquo;s authenticity and appeal. A positive, distinctive and emotionally resonant media‑projected image reduces perceived risk and heightens anticipated experiential value, motivating travel (Lu et al., 2020). In film‑induced tourism, the image includes not only objective landscape attributes but also narrative meaning and emotional tone, forming a distinct \u0026ldquo;story‑place\u0026rdquo; identity. This composite image shapes tourists\u0026rsquo; cognitive and affective evaluations, ultimately influencing visitation, recommendation and revisitation intentions. This study therefore treats destination image as an antecedent variable to examine its influence on film‑induced tourists\u0026rsquo; behavioural intentions.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section3\"\u003e \u003ch2\u003e2.2.3.Electronic word-of-mouth\u003c/h2\u003e \u003cp\u003eElectronic word‑of‑mouth (eWOM) extends traditional word‑of‑mouth to digital platforms, encompassing consumers\u0026rsquo; online evaluations of products, services or brands (Jalilvand, 2012). In film‑induced tourism, eWOM emerges through viewers\u0026rsquo;, fans\u0026rsquo; and tourists\u0026rsquo; sharing and discussion of audiovisual works, filming locations and related experiences on social media, fan communities and travel sites. Pourfakhimi (2020) shows that eWOM\u0026rsquo;s informational quality and persuasiveness shape recipients\u0026rsquo; attitudes and behavioural intentions. For potential film‑induced tourists, shared viewing experiences, user‑generated \u0026ldquo;check‑in\u0026rdquo; visuals and travel reviews provide supplementary, verifying information, reducing information asymmetry and affecting risk perceptions and expectations (Luong, 2024). On visual‑centric platforms such as TikTok and Xiaohongshu, location‑related user content can spread widely, amplifying and extending the tourism‑pull effect of audiovisual productions (Azer \u0026amp; Ranaweera, 2022). Hence, this study conceptualises eWOM as a key external informational stimulus and examines its role in shaping film‑induced tourists\u0026rsquo; progression from intention to decision.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section3\"\u003e \u003ch2\u003e2.2.4.Place attachment\u003c/h2\u003e \u003cp\u003ePlace attachment denotes the affective, cognitive and functional bonds individuals form with specific settings (Williams \u0026amp; Roggenbuck, 1989). In film‑induced tourism, it can originate from an \u0026ldquo;anticipated emotional connection\u0026rdquo; viewers establish with on‑screen destinations through media engagement. This bond is often conceptualised along three interlinked dimensions: person, process and place, forming a cognitive‑affective tie that can be transient or enduring (Scannell \u0026amp; Gifford, 2010). Through narrative, characters and atmosphere, audiovisual works evoke viewers\u0026rsquo; emotional investment, identification and sense of belonging toward the story\u0026rsquo;s location. This mediated \u0026ldquo;simulated attachment\u0026rdquo; becomes a psychological driver of physical visitation (Zhou, 2023). When audiences seek to authenticate this connection by visiting the place, the bond translates into travel motivation and behavioural intention. Stronger place attachment correlates with higher revisit and recommendation intentions (Isa, 2020). This study thus treats place attachment as a key organism‑level variable, examining its mediating role in shaping film‑induced tourists\u0026rsquo; behavioural intentions.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec9\" class=\"Section3\"\u003e \u003ch2\u003e2.2.5.Perceived value\u003c/h2\u003e \u003cp\u003ePerceived value refers to a consumer\u0026rsquo;s holistic assessment of a product\u0026rsquo;s utility based on a trade‑off between benefits and sacrifices (S\u0026aacute;nchez et al., 2006). For film‑induced tourists, it extends beyond functional tourism benefits to include unique emotional, social and symbolic value derived from media content\u0026mdash;such as emotional resonance, community belonging or personal‑identity reinforcement (Kim, 2021). These distinctive perceptions constitute the core appeal of the film‑induced tourism experience.\u003c/p\u003e \u003cp\u003eWithin the S\u0026ndash;O\u0026ndash;R framework, external stimuli shape internal value assessments, which then elicit behavioural responses. When potential tourists perceive that a film‑related trip offers substantial emotional, social or symbolic rewards, their behavioural intentions are strengthened (Yi et al., 2022). Perceived value thus acts as a key mediator linking external stimuli to behavioural outcomes. This study treats perceived value as a central antecedent variable and examines its impact on film‑induced tourists\u0026rsquo; behavioural intentions.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec10\" class=\"Section2\"\u003e \u003ch2\u003e2.3.Model Construction\u003c/h2\u003e \u003cp\u003eBased on the S\u0026ndash;O\u0026ndash;R framework, this study develops a configurational model to explain the formation of behavioural intention in film‑induced tourism. Theoretically, intention arises from the interplay between external stimuli and internal psychological factors\u0026mdash;a complex process requiring holistic analysis. The model integrates five antecedent conditions: three stimulus‑level factors\u0026mdash;celebrity involvement, destination image and electronic word‑of‑mouth (eWOM)\u0026mdash;and two organism‑level factors\u0026mdash;place attachment and perceived value. As shown in Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, the configurational model elucidates how different combinations of these conditions create multiple equifinal pathways leading to high or non‑high behavioural intention. Using a set‑theoretic approach, the analysis shifts from net‑effect estimates of isolated variables to revealing how specific configurations of stimuli and organismic states jointly shape tourist responses.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"3. Research Design and Data Analysis","content":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.1.Case Overview\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe TV series \u003cem\u003eMeet Yourself\u003c/em\u003e centres on a renovated traditional dwelling in Fengyangyi Village, echoing the historical and cultural legacy of the Tea Horse Road\u0026mdash;a roughly 600‑metre section that originated in the Han dynasty and flourished during the Nanzhao\u0026ndash;Dali period as a key corridor for trade and cultural exchange in southwestern China. The narrative weaves the protagonists\u0026rsquo; relationship around horses, grounding the story in this heritage.\u003c/p\u003e\n\u003cp\u003eThe series substantially stimulated Yunnan\u0026rsquo;s tourism economy. Filming locations rapidly became visitor attractions, spurring growth in related sectors. Data show that from January to April 2023, Dali City received 36.35 million visitors (a 135% year‑on‑year increase) and generated 51.2 billion RMB in tourism revenue (up 192%). Over the same period, Lijiang received 18.38 million visitors (an 86.71% increase) with revenue of 26.8 billion RMB (up 117.89%). The stronger effect observed in Dali underscores the distinctive appeal and market dynamism of film‑induced tourism.\u003c/p\u003e\n\u003cp\u003eThree considerations guided the case selection. First, typicality and impact: the series exemplifies recent film‑induced tourism stimulation, with filming sites showing explosive visitor and revenue growth after broadcast, offering an authentic context for studying the \u0026ldquo;screen‑to‑destination\u0026rdquo; transformation. Second, theoretical alignment: its narrative is culturally embedded, and the lead actors hold considerable public influence, encompassing key variables such as celebrity involvement, destination image, and place attachment\u0026mdash;thereby supporting configurational analysis within the S‑O‑R framework. Third, data accessibility and timeliness: proximity between broadcast and survey periods aided recall, while the ongoing tourism boom provided rich electronic word‑of‑mouth and behavioural data, enabling timely and relevant analysis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.2.Research Methodology and Measurement\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study used fuzzy‑set Qualitative Comparative Analysis (fsQCA), a method that combines qualitative and quantitative reasoning and is well‑suited to phenomena with multiple conjunctural causality (Ragin, 2008). fsQCA was selected because it can uncover how stimulus and organism factors combine into configurations that shape behavioural intention, and because its fuzzy‑set logic accommodates the graded, context‑dependent nature of film‑induced tourist decisions, representing conditions such as perceived value as continua.\u003c/p\u003e\n\u003cp\u003eWith fsQCA, we identify the core condition combinations that lead to high and non‑high behavioural intention, offering a systematic framework for explaining the complex causality underlying film‑induced tourism behaviour.\u003c/p\u003e\n\u003cp\u003eThe questionnaire consisted of demographic items and five‑point Likert scales measuring all theoretical constructs. Multi‑item scales were adapted from established instruments: celebrity involvement (Lee et al., 2008), destination image (Baloglu \u0026amp; McCleary, 1999), electronic word‑of‑mouth (Cheung \u0026amp; Thadani, 2012), place attachment (Jorgensen et al., 2006), perceived value (Yu, 2022) and behavioural intention (Hosany et al., 2015). Items were contextualised for film‑induced tourism. Using established scales enhances measurement robustness, and the Likert format provides graded data appropriate for fuzzy‑set calibration in fsQCA.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.4.Data Collection\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eBehavioural intention was defined as tourists\u0026rsquo; willingness to travel, recommend or pay after viewing the series \u003cem\u003eMeet Yourself\u003c/em\u003e. All respondents were screened to confirm they had watched it. A pilot study verified the questionnaire\u0026rsquo;s validity and reliability before full‑scale administration.\u003c/p\u003e\n\u003cp\u003eData were collected online (Wenjuanxing platform) from relevant fan communities on Weibo, including the Liu Yifei Super Topic and \u003cem\u003eMeet Yourself\u003c/em\u003e discussion groups, between late February and late October 2025. Of 480 returned questionnaires, 432 valid responses were retained after removing incomplete, inconsistent or inattentive entries, yielding an effective response rate of ~90%. Respondent demographics are shown in Table 1.\u003c/p\u003e\n\u003cp\u003eEthical approval: This study was reviewed and approved by Guilin University of Technology.\u003c/p\u003e\n\u003cp\u003eInformed consent: Informed consent was obtained from all individual participants included in the study.\u003c/p\u003e\n\u003cp\u003eEthical conduct: All procedures performed in this study were in accordance with the ethical standards of the institutional committee and with the 1964 Helsinki Declaration and its later amendments. The confidentiality of participants\u0026apos; information was protected, and they were free to withdraw from the study at any time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 1\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eDemographic profile of the survey sample (N=432). The table details the frequency and percentage distribution of respondents across key demographic variables, including gender, age, education level, monthly income, and occupation.\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" align=\"\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003eVariables\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eCharacteristics\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003eNumber\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003ePercentage\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 79px;\"\u003e\n \u003cp\u003eVariables\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eCharacteristics\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003eNumber\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003ePercentage\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd rowspan=\"2\" valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003eGender\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e162\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e37.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd rowspan=\"4\" valign=\"top\" style=\"width: 79px;\"\u003e\n \u003cp\u003eIncome（RMB）\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eBelow 2,000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e87\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e20.1%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e270\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e62.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003e2,001 - 5,000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e201\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e46.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd rowspan=\"5\" valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003eAge\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003e\u0026le;19 years\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e49\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e11.3%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003e5,001 - 8,000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e105\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e24.3%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003e20-29years\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e228\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e52.8%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eAbove 8,000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e39\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e9.1%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003e30-39years\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e83\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e19.3%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd rowspan=\"7\" valign=\"top\" style=\"width: 79px;\"\u003e\n \u003cp\u003eOccupation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eGovernment and public institution staff\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e8\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e1.9%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003e40-49years\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e54\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e12.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eCorporate employee\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e87\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e20.1%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003e\u0026ge;50 years\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e18\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e4.1%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eSelf-employed\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e80\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e18.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd rowspan=\"4\" valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003eEducation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eHigh school or below\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e90\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e20.8%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eFreelancer\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e151\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e35.0%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eAssociate degree\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e116\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e26.9%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003eStudent\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e106\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e24.5%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eBachelor\u0026apos;s degree\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e143\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e33.1%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 98px;\"\u003e\n \u003cp\u003eMaster\u0026apos;s degree or above\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 51px;\"\u003e\n \u003cp\u003e83\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 59px;\"\u003e\n \u003cp\u003e19.2%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 88px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 48px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 62px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.5.Data Calibration\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn fsQCA, data calibration is essential (Ragin, 2008). All variables must be transformed into membership scores between 0 and 1 to satisfy Boolean‑logic operations. This study applies the three‑anchor‑point calibration method (Fiss, 2011): the 95th percentile defines full membership, the 50th percentile the crossover point, and the 5th percentile full non‑membership. Original data were then converted to fuzzy‑set scores using fsQCA 3.0. Following Crilly et al. (2012), membership scores of 0.5 were adjusted to 0.501 to resolve ambiguity and include all cases in the analysis.\u003c/p\u003e"},{"header":"4. Results and Analysis","content":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.1.Reliability and Validity Testing\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eReliability was assessed with Cronbach\u0026rsquo;s \u0026alpha; (Table 2). All scales exceeded 0.7, indicating good internal consistency: celebrity involvement (0.831), destination image (0.868), eWOM (0.819), place attachment (0.843), perceived value (0.777) and behavioural intention (0.853). The overall \u0026alpha; of 0.935 reflects excellent scale reliability.\u003c/p\u003e\n\u003cp\u003eValidity was examined via confirmatory factor analysis (AMOS 27.0). All scales were adapted from established instruments and contextualised. Factor loadings exceeded 0.60 (range 0.700\u0026ndash;0.900), composite reliability values were above 0.70, and average variance extracted exceeded 0.50 for each construct, supporting convergent validity (Table 2). These results confirm measurement quality for subsequent analysis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 2\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eReliability and Convergent Validity Analysis. This table presents the results of the scale validation for the six key constructs in the study: Celebrity Involvement, Destination Image, Electronic Word-of-Mouth, Place Attachment, Perceived Value, and Behavioral Intention. It reports factor loadings, Composite Reliability (CR), Average Variance Extracted (AVE), and Cronbach\u0026apos;s Alpha for each construct, along with an overall scale reliability coefficient, demonstrating strong measurement model properties.\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eVariables\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003emeasurement items\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003eFactor Loadings\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003eCR\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003eAVE\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003eCronbach\u0026rsquo;s \u0026alpha;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003eOverall Cronbach\u0026rsquo;s \u0026alpha;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eCelebrity\u0026nbsp;\u003c/p\u003e\n \u003cp\u003eInvolvement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003e\u003cem\u003eLiu Yifei\u003c/em\u003e\u0026apos;s performance and charm have sparked my interest in the filming locations of \u003cem\u003eMeet Yourself\u003c/em\u003e .\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.731\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.887\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.665\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.831\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e0.935\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI deeply admire the lifestyle and values that \u003cem\u003eLiu Yifei\u0026nbsp;\u003c/em\u003eembodies in the TV series\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.864\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eDue to \u003cem\u003eLiu Yifei\u003c/em\u003e, I am more inclined to participate in tourism activities similar to those featured in the TV series.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.835\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that \u003cem\u003eLiu Yifei\u003c/em\u003e\u0026rsquo;s persona aligns perfectly with the essence of the TV series \u003cem\u003eMeet Yourself\u003c/em\u003e.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.826\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eDestination Image\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that the filming location is a beautiful and desirable place, one that attracts admiration.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.874\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.916\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.733\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.868\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that the destination possesses a unique and captivating local cultural atmosphere.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.873\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eThis TV series has shaped a positive and uplifting overall image of the destination for me.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.881\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that the destination offers rich and high-quality tourism experiences and services.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.794\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eElectronic Word-of-Mouth\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI would look for a large amount of information and discussions about the destination on social media and tourism platforms.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.818\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.882\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.652\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.819\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI would read others\u0026apos; reviews, notes, and so on, to understand the image of the tourism product.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.835\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eIf I were to travel here, I would place great importance on and refer to the reviews and shares from other tourists online.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.768\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eSeeing positive reviews from others about the destination would give me greater confidence.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.808\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003ePlace\u0026nbsp;\u003c/p\u003e\n \u003cp\u003eAttachment\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eAfter watching the TV series, I developed a special emotional connection to the filming location.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.808\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.894\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.679\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.843\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eThis place holds special significance for me.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.860\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eCompared to other similar places, I believe that I can experience greater relaxation and healing here.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.875\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that the experiences one can gain from traveling here are hard to replicate elsewhere.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.749\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003ePerceived\u0026nbsp;\u003c/p\u003e\n \u003cp\u003eValue\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that the experiences gained from traveling to this filming location are well worth the value.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.814\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.857\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.601\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.777\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI believe that traveling to this place will bring me emotional joy and fulfillment.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.789\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eMy travel experiences in this place could serve as interesting conversation topics when I interact with others.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.757\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eOverall, I believe the benefits of traveling to this destination outweigh the drawbacks.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.741\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eBehavioral Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI am willing to include this place in my future travel plans.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.791\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e0.902\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e0.698\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e0.853\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI would be willing to recommend this destination to my friends and family.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.881\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eI would be willing to share or like positive information related to this destination on social media.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.835\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 246px;\"\u003e\n \u003cp\u003eIf given the opportunity, I am highly likely to visit this place.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 52px;\"\u003e\n \u003cp\u003e0.834\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 38px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 40px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 44px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 81px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eDiscriminant validity was also assessed (Table 3). According to the Fornell\u0026ndash;Larcker criterion, discriminant validity is established when the square root of the average variance extracted (AVE) for each construct (diagonal values) exceeds its correlations with other constructs (off‑diagonal values). The results confirm that all constructs meet this requirement, supporting adequate discriminant validity and justifying their use in further analysis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 3\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eDiscriminant Validity Analysis. This table presents the Fornell-Larcker criterion results, displaying the square root of the Average Variance Extracted (AVE) for each construct on the diagonal (bolded) and the inter-construct correlations off the diagonal. The analysis demonstrates discriminant validity, as the diagonal values in each row and column are greater than the correlations with other constructs.\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003eCelebrity Involvement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003eDestination Image\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003eElectronic Word-of-Mouth\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003ePlace Attachment\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003ePerceived Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003eBehavioral Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003eCelebrity Involvement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.815\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003eDestination Image\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.280\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e0.856\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003eElectronic Word-of-Mouth\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.356\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e0.366\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e0.807\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003ePlace Attachment\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.252\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e0.373\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e0.384\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e0.824\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003ePerceived Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.269\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e0.335\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e0.391\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e0.369\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.775\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 114px;\"\u003e\n \u003cp\u003eBehavioral Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 68px;\"\u003e\n \u003cp\u003e0.358\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 67px;\"\u003e\n \u003cp\u003e0.357\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 92px;\"\u003e\n \u003cp\u003e0.465\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 76px;\"\u003e\n \u003cp\u003e0.439\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.424\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 77px;\"\u003e\n \u003cp\u003e0.835\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eNote: The values on the diagonal represent the square root of the AVE.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.2.Necessary Condition\u0026nbsp;\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn fsQCA, necessary‑condition tests identify explanatory variables that may be indispensable to an outcome. Because necessary conditions can be eliminated as redundant during logical minimization, they may not appear in final solutions, making their prior assessment theoretically important. Using fsQCA software, we evaluated the necessity of conditions for film‑induced tourists\u0026rsquo; behavioural intentions. All consistency scores (Table 4) fall below 0.9, indicating that no single condition is necessary for high behavioural intention. Therefore, all antecedent variables were retained to examine which combinations of conditions produce high intention among film‑induced tourists.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 4\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eAnalysis of Necessary Conditions. This table presents the results of Necessary Condition Analysis (NCA), showing the consistency and coverage scores for each antecedent variable and its negation (indicated by \u0026quot;~\u0026quot;) in leading to both high and non-high behavioral intention. The analysis identifies which factors may be necessary for the outcome.\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd rowspan=\"2\" valign=\"top\" style=\"width: 131px;\"\u003e\n \u003cp\u003eAntecedent Variables\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd colspan=\"2\" valign=\"top\" style=\"width: 215px;\"\u003e\n \u003cp\u003eHigh Behavioral Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd colspan=\"2\" valign=\"top\" style=\"width: 222px;\"\u003e\n \u003cp\u003eNon-High Behavioral Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 104px;\"\u003e\n \u003cp\u003eConsistency\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003eCoverage\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003eConsistency\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003eCoverage\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 131px;\"\u003e\n \u003cp\u003eCelebrity Involvement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 104px;\"\u003e\n \u003cp\u003e0.773\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.790\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.460\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.362\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 131px;\"\u003e\n \u003cp\u003e~Celebrity Involvement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 104px;\"\u003e\n \u003cp\u003e0.375\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.474\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.733\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.714\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 131px;\"\u003e\n \u003cp\u003eDestination Image\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 104px;\"\u003e\n \u003cp\u003e0.798\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.766\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.569\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.421\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\" style=\"width: 131px;\"\u003e\n \u003cp\u003e~Destination Image\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 104px;\"\u003e\n \u003cp\u003e0.397\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.544\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.684\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\" style=\"width: 111px;\"\u003e\n \u003cp\u003e0.724\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003eElectronic Word-of-Mouth\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.747\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.829\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.414\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.354\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e~Electronic Word-of-Mouth\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.419\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.481\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.801\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.709\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003ePlace Attachment\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.786\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.845\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.445\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.368\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e~Place Attachment\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.413\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.491\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.814\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.746\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003ePerceived Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.807\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.845\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.453\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.366\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e~Perceived Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.394\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.483\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.808\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.763\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eNote: \u0026quot;~\u0026quot; represents the absence or opposite state of the antecedent condition.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.3.Configuration Analysis\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.3.1.High Behavioral Intention Configuration\u0026nbsp;\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eFollowing necessary‑condition tests, we conducted a configurational analysis to examine how antecedent variables combine to shape film‑induced tourists\u0026rsquo; behavioural intentions. In fsQCA, constructing a truth table is essential for analysing complex causality. After building the table, we applied case‑frequency and consistency thresholds to select viable condition combinations. Guided by established practice and this study\u0026rsquo;s context, the consistency threshold was set to 0.8, the frequency threshold to 2 and the PRI (proportional reduction in inconsistency) to 0.8 (Greckhamer et al., 2018). The truth table was then standardised to produce three solution types: complex, intermediate and parsimonious.\u003c/p\u003e\n\u003cp\u003eCore conditions were defined as those appearing in both intermediate and parsimonious solutions (marked with a large circle) and peripheral conditions as those appearing only in the intermediate solution (small circle). Using this classification, we analysed configuration pathways for high and non‑high behavioural intention and performed longitudinal and cross‑sectional comparisons to reveal underlying complex causal mechanisms.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 5\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eConfigurations for High Behavioral Intention of Film-Induced Tourists. This table presents the results of a fuzzy-set Qualitative Comparative Analysis (fsQCA), showing six distinct configurations of antecedent conditions that lead to high behavioral intention. The analysis identifies the core and peripheral roles of Celebrity Involvement, Destination Image, Online Word-of-Mouth, Place Attachment, and Perceived Value across different causal recipes, with all solutions demonstrating high consistency (0.861-0.913) and coverage (0.233-0.683).\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1772480675.png\" width=\"965\" height=\"670\"\u003e\u003c/p\u003e\n\u003cp\u003eFollowing standardised analysis, with emphasis on the intermediate solution and the parsimonious solution as supplementary, we derived configuration results for high behavioural intention (Table 5). Six distinct causal paths emerged, showing overall solution consistency of 0.837. Individual path consistencies (0.911, 0.888, 0.910, 0.861, 0.913, 0.905) all exceed the 0.8 threshold, confirming each as a sufficient condition for high intention. The overall solution coverage of 0.858 indicates that antecedent variables substantially explain the outcome. Based on antecedent combinations, the six paths can be categorised into three types: externally‑stimulus‑driven, experience‑perception‑dominant and emotional‑value‑oriented. This typology facilitates deeper investigation into the mechanisms underlying high behavioural intention in film‑induced tourism.\u003c/p\u003e\n\u003col\u003e\n \u003cli\u003eExternally‑stimulus‑driven type. This pathway is characterized by a high level of celebrity involvement, indicating that tourists\u0026rsquo; behavioral intentions are primarily driven by external environmental stimuli. As cultural symbols, celebrities link their image to destinations through film and television media, enabling a process of \u0026ldquo;meaning transfer\u0026rdquo; (Yen, 2015). This significantly enhances tourists\u0026rsquo; familiarity with the destination, visitation willingness, and perceived value (Kim, 2020). This pathway highlights the critical role of celebrity involvement as an external stimulus in sparking tourism interest, facilitating word‑of‑mouth dissemination, and encouraging repeat visitation.\u003c/li\u003e\n \u003cli\u003eExperience‑perception‑dominant type. In this pathway, tourists place greater emphasis on their perception of the destination\u0026rsquo;s intrinsic qualities and emotional resonance, with higher perceived value playing a central role. Through engagement with film scenes, narrative immersion, and affective interaction, tourists develop a distinctive understanding and value judgment of the destination. This value encompasses multiple dimensions, including functional satisfaction, emotional resonance, and self‑identity (Kim, 2021), thereby fostering place attachment and shaping behavioral intention.\u003c/li\u003e\n \u003cli\u003eEmotional‑value‑oriented type. This pathway is characterized by strong place attachment, where tourist decisions are primarily based on intrinsic emotional needs and value judgments. Film narratives help tourists establish deep emotional connections with the destination, enabling them to project personal memories, cultural identity, and other values onto the physical space (Isa, 2020). This in turn strengthens their sense of belonging, revisit intention, and willingness to recommend.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eThe previous section conducted a longitudinal analysis to compare the various paths. Next, a cross-sectional comparative analysis will be performed to explore the role of each antecedent variable in influencing high behavioral intention in tourists.\u003c/p\u003e\n\u003col class=\"decimal_type\"\u003e\n \u003cli\u003eCelebrity involvement is a necessary condition for high behavioral intention. When tourists exhibit high behavioral intention, their level of celebrity involvement is invariably high (Zhou, 2023). This indicates that celebrity involvement is a key factor influencing behavioral intention, and the emotional bond between tourists and celebrities can, to some extent, compensate for deficiencies in other conditions.\u003c/li\u003e\n \u003cli\u003ePerceived value also constitutes a necessary condition for high behavioral intention. For film‑induced tourists, perceived value arises not only from actual service experiences but also, and more significantly, from the cultural and affective meanings conferred by the audiovisual work (Yi et al., 2022). Even if the destination is not a conventional hotspot, its symbolic significance in the film can enhance tourists\u0026rsquo; value perception, thereby strengthening travel intention.\u003c/li\u003e\n \u003cli\u003ePlace attachment serves as an important explanatory factor for high behavioral intention. Its appearance as a core condition across multiple pathways indicates that place attachment significantly promotes behavioral intention. If tourists fail to establish an emotional connection with the destination, their willingness to consume and promote it is often unlikely to develop (Isa, 2020).\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.3.2.Non-High Behavioral Intention Configuration\u0026nbsp;\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNon‑high behavioural intention denotes negative tendencies, including unwillingness to travel, recommend, revisit or consume. After standardised analysis, focusing on the intermediate solution with the parsimonious solution as supplementary, configuration results were obtained (Table 6). Four distinct causal paths were identified, with an overall solution consistency of 0.845. Individual path consistencies (0.890, 0.918, 0.893, 0.921) all exceed the 0.8 threshold, confirming that each constitutes a sufficient condition for non‑high intention. The overall solution coverage of 0.748 indicates that antecedent variables substantially explain non‑high behavioural intention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 6\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eCondition Configurations of Non-High Behavioral Intention in Film-Induced Tourists. This table presents the results of a fuzzy-set Qualitative Comparative Analysis (fsQCA), showing four distinct configurations of antecedent conditions that lead to non-high behavioral intention. The analysis identifies the core and peripheral roles of Celebrity Involvement, Electronic Word-of-Mouth, Place Attachment, and Perceived Value across different causal recipes, with all solutions demonstrating high consistency (0.890-0.921) and coverage (0.513-0.644).\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1772480605.png\" width=\"1029\" height=\"617\"\u003e\u003c/p\u003e\n\u003cp\u003eThis type encompasses four paths, all of which belong to the \u0026quot;comprehensive driver deficiency\u0026quot; type. According to configuration a1, if the destination lacks a good online reputation, and film-induced tourists have not established place attachment and lack perceived value, even if other stimulus conditions are present, their behavioral intention will not be high. Configuration a2 indicates that, under conditions of insufficient celebrity involvement, absence of place attachment, and low perceived value, film-induced tourists will not exhibit high behavioral intention, even with the presence of other stimulating factors. Configuration a3 further shows that, if both celebrity involvement and online reputation are not prominent, and perceived value is low, tourists\u0026apos; behavioral intention will still not be high, even if place attachment has formed and other conditions are met. Configuration a4 explains that, in the absence of all three stimulating factors and without place attachment, even with high perceived value, tourists\u0026apos; behavioral intention will not increase.\u003c/p\u003e\n\u003cp\u003eCollectively, these pathways confirm the S‑O‑R perspective: the interaction between stimulus factors and organismic responses is indispensable. High behavioural intention in film‑induced tourists arises only when external stimuli\u0026mdash;such as celebrity involvement, online reputation or destination image\u0026mdash;combine with positive cognitions, high perceived value and emotional connection to the destination.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.3.3.High and Non-High Behavioral Intention Configuration Paths\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis paper compares the configuration analysis results of high and non-high behavioral intention in film-induced tourists, and the following observations can be made:\u003c/p\u003e\n\u003col class=\"decimal_type\"\u003e\n \u003cli\u003eThe pathways leading to high and non‑high behavioural intention differ. Their condition combinations show that intention formation results not from single factors but from a complex mechanism, affirming that social phenomena stem from intricate causal processes. Examining these multiple combinatorial pathways offers insights for managing tourism at filming locations.\u003c/li\u003e\n \u003cli\u003eThe mechanisms influencing film‑induced tourists\u0026rsquo; behavioural intention show causal asymmetry. Comparative analysis of the pathways forming high and non‑high intention reveals that these pathways are not symmetric counterparts. Consequently, tourism operators cannot use the same strategies both to promote high intention and to mitigate factors leading to low intention; targeted approaches are required.\u003c/li\u003e\n \u003cli\u003eThe mechanisms underlying high and non‑high behavioural intention exhibit causal asymmetry. Comparative analysis confirms that the pathways are not symmetric. Therefore, tourism operators cannot apply identical strategies to enhance high intention and reduce low intention; targeted interventions are necessary.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.4.4.Robustness Test\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eBased on set‑theoretic principles, results are considered robust if they maintain subset relations and core conclusions remain substantively unchanged after reasonable adjustments to key parameters (Fiss, 2011). Following this logic, we tested robustness by modifying the consistency threshold from 0.8 to 0.75 and 0.85, and raising the case‑frequency threshold from 2 to 3. The adjusted solutions retained subset relations with the original results, indicating that the configurational findings are robust.\u003c/p\u003e"},{"header":"5. Conclusion and implications","content":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003e5.1.Conclusion\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eBased on the S-O-R framework, this study develops a configurational model to examine factors influencing film‑induced tourists\u0026rsquo; behavioural intentions. Using fsQCA, we analyse the combined effects of five antecedent conditions\u0026mdash;celebrity involvement, destination image, electronic word‑of‑mouth, place attachment, and perceived value\u0026mdash;on high versus non‑high behavioural intention. Through comparative analysis, the study yields three main conclusions.\u003c/p\u003e\n\u003cp\u003eFirst, we identify celebrity involvement, place attachment, and perceived value as core influencers of behavioural intention, corroborating and integrating earlier work on emotional connection, narrative attachment, and value perception (Lee et al., 2008; Luong et al., 2023; Kim, 2012). Importantly, configurational analysis shows that these factors operate not in isolation but through synergistic combinations, highlighting the systemic and context‑dependent nature of film‑induced tourism decisions.\u003c/p\u003e\n\u003cp\u003eSecondly, the formation of high behavioral intention among film‑induced tourists follows multiple \u0026ldquo;equifinal\u0026rdquo; configurational pathways, demonstrating marked causal complexity and asymmetry. The study identifies three types\u0026mdash;externally‑stimulus‑driven, experience‑perception‑dominant, and affective‑value‑oriented\u0026mdash;encompassing six distinct causal configurations. This multiplicity of equifinal pathways confirms that film‑induced tourism intention formation is not a simple linear process but results from complex interactions among multiple antecedent variables. More importantly, comparing the pathways that generate high versus non‑high behavioral intention reveals that they are not simple mirror images. For instance, while the \u0026ldquo;presence\u0026rdquo; of celebrity involvement serves as a core condition in certain high‑intention pathways, its \u0026ldquo;absence\u0026rdquo; does not directly lead to non‑high intention; rather, it must combine with the absence of other conditions to exert an effect. This causal asymmetry indicates that enhancing positive intention and mitigating negative intention require distinctly different strategic combinations.\u003c/p\u003e\n\u003cp\u003eFinally, non‑high behavioral intention arises from the systematic absence of key driving elements. The analysis shows that when multiple conditions at both the stimulus and organism levels are simultaneously lacking, non‑high behavioral intention emerges. These four \u0026ldquo;comprehensive‑driver‑deficiency\u0026rdquo; pathways conversely affirm the integrity of the S‑O‑R model, indicating that effective stimulation of tourism intention requires simultaneous attention to the shaping of external stimuli and the cultivation of internal psychological cognition. This finding extends beyond the explanatory scope of traditional linear \u0026ldquo;cognition\u0026ndash;affect\u0026ndash;conation\u0026rdquo; models (Shen et al., 2021), providing direct theoretical grounding for destinations to identify risk vulnerabilities and formulate differentiated, precise management strategies.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e5.2.Theoretical implications\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study integrates the S‑O‑R framework with a configurational perspective to advance the understanding of media‑induced tourism. First, it confirms that film‑induced behavioural intention arises from multiple conjunctural causation. Three equifinal pathways were identified\u0026mdash;externally‑stimulus‑driven, experience‑perception‑dominant, and affective‑value‑oriented\u0026mdash;demonstrating that stimuli and organismic responses interact not linearly but through differentiated combinations, consistent with the principle of causal equifinality in configurational theory.\u003c/p\u003e\n\u003cp\u003eSecond, the study reveals an asymmetric relationship between the mechanisms driving high and non‑high behavioural intention, challenging the implicit symmetry assumption in traditional tourism decision‑making models. This suggests that facilitating and inhibiting conditions may follow distinct logics, extending the cognitive boundaries of film‑induced tourism research and providing empirical support for theories of positive versus negative decision mechanisms.\u003c/p\u003e\n\u003cp\u003eOverall, this research offers a nuanced, system‑level explanation of how media content translates into travel motivation, contributing to both tourist‑behaviour theory and practical strategies for destination marketing and media‑content design.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e5.3.Practical implications\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eFirst, given the key role of celebrity involvement in stimulating behavioural intention, destinations should partner with influential stars to raise visibility and appeal. During and after broadcasts, celebrity‑fan synergy can direct audiences to filming sites, enhancing cognitive awareness, emotional bonds and place attachment, thereby boosting recommendation and revisit intent. Long‑term collaborations with celebrities whose image aligns with local values are preferable. Through travel vlogs, promotional content and fan events, star influence can be transformed into lasting emotional appeal that motivates visitation.\u003c/p\u003e\n\u003cp\u003eSecond, because the mechanisms driving high and non‑high intention are asymmetric, strategies must address both facilitating and inhibiting dimensions. Efforts should reinforce key drivers (e.g., optimising celebrity involvement, strengthening perceived value) while mitigating inhibitory combinations, such as low perceived value with low online engagement. Integrating these dual pathways enables targeted strategies that enhance behavioural intention comprehensively.\u003c/p\u003e\n\u003cp\u003eThird, given the complex multi‑factor interplay shaping intention, destinations should adopt a strategically focused approach, leveraging distinctive assets to create unique attractions. Combining film‑based marketing, online interaction and cultural‑creative products\u0026mdash;via actor live‑streams, check‑in rewards and tiered membership\u0026mdash;can convert transient fan interest into sustained consumption. Such synergy helps translate on‑screen popularity into tangible, lasting tourism benefits, holistically improving the visitor experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003eLimitations and future research\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study applied fsQCA to examine the configurational effects shaping film‑induced tourists\u0026rsquo; behavioural intentions, revealing complex pathways of multi‑factor synergy. However, several limitations should be acknowledged. First, owing to the constraints of the research framework, not all potential influencing factors were included; future research could construct a more comprehensive theoretical model. Second, the sample was limited to audiences of a single series, Meet Yourself, with filming locations concentrated in Yunnan, which may affect the generalisability of the findings. Future studies could expand comparisons across different types of film and television productions, such as those with geographically dispersed filming sites. Finally, methodologically, subsequent work could adopt mixed‑method approaches to further investigate the activation pathways of film‑induced tourists.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e"},{"header":"Declarations","content":"\u003ch2\u003eFunding\u003c/h2\u003e\n\u003cp\u003eThis work was supported by National Natural Science Foundation of China and Innovation Project of Guangxi Graduate Education\u003c/p\u003e\n\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\n\u003cp\u003eWenxin Wu(Author 1) wrote the main manuscript text.Jiansheng Yao(Author 2) contributed to partial manuscript writing and content development.Zhidan Yang (Author 3) conducted proofreading and revisions of the full text.\u003c/p\u003e\n\u003ch2\u003eData Availability\u003c/h2\u003e\n\u003cp\u003eThe datasets used and/or analysed during the current study available from the corresponding author on reasonable request.\u003c/p\u003e\n\u003ch2\u003eDisclosure statement\u003c/h2\u003e\n\u003cp\u003eNo potential conflict of interest was reported by the author(s).\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eKim S, Klarin A, Reijnders S, et al. 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Journal of Tourism, 2021, 36: 83\u0026ndash;95.\u003c/li\u003e\n\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"scientific-reports","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"scirep","sideBox":"Learn more about [Scientific Reports](http://www.nature.com/srep/)","snPcode":"","submissionUrl":"","title":"Scientific Reports","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Scientific Reports","inReviewEnabled":true,"inReviewRevisionsEnabled":true},"keywords":"Film Tourism, SOR, Behavioral Intentions, Configurational Pathways, fsQCA","lastPublishedDoi":"10.21203/rs.3.rs-8589548/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8589548/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eFilm‑induced tourism has emerged as a significant focus in tourism‑behaviour research. However, existing work largely examines single factors, neglecting the complex, configurational drivers of behavioural intention. This study integrates the Stimulus\u0026ndash;Organism\u0026ndash;Response (S\u0026ndash;O\u0026ndash;R) framework with a configurational perspective, using the series \u003cem\u003eMeet Yourself\u003c/em\u003e as a case and applying fuzzy‑set Qualitative Comparative Analysis (fsQCA) to explore how five antecedents\u0026mdash;celebrity involvement, destination image, electronic word‑of‑mouth, place attachment and perceived value\u0026mdash;combine to shape film‑induced tourists\u0026rsquo; intentions.\u003c/p\u003e \u003cp\u003eThe findings show that: (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e) Celebrity involvement, place attachment and perceived value are key, but each must combine with other conditions in specific configurations to drive high intention, underscoring multi‑factor synergy. (\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e) High intention arises through three equifinal types\u0026mdash;externally‑stimulus‑driven, experience‑perception‑dominant and affective‑value‑oriented\u0026mdash;spanning six causal pathways, confirming causal complexity and asymmetry. (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e) Non‑high intention stems mainly from the simultaneous absence of multiple stimulus‑ and organism‑level elements, reflecting a \u0026ldquo;comprehensive‑driver‑deficiency\u0026rdquo; configuration.By adopting a configurational approach, this study moves beyond linear models, theoretically clarifying the multiplex, heterogeneous pathways underlying film‑induced tourism intentions and offering practical insights for destinations to design coordinated, multi‑dimensional strategies that enhance appeal in a differentiated manner.\u003c/p\u003e","manuscriptTitle":"From Screen to Destination: The Formation Path of Film-Induced Tourism Behavior Intention","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-03-03 14:41:04","doi":"10.21203/rs.3.rs-8589548/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2026-04-27T16:08:48+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2026-02-28T19:49:25+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"59855874173208211880352437972177020362","date":"2026-02-28T19:43:44+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"290833339660652485071414589268334991094","date":"2026-02-27T07:15:09+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2026-02-25T01:37:52+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-02-14T03:46:44+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2026-02-03T04:08:36+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2026-02-01T08:13:14+00:00","index":"","fulltext":""},{"type":"submitted","content":"Scientific Reports","date":"2026-02-01T06:51:46+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"scientific-reports","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"scirep","sideBox":"Learn more about [Scientific Reports](http://www.nature.com/srep/)","snPcode":"","submissionUrl":"","title":"Scientific Reports","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Scientific Reports","inReviewEnabled":true,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"38c89e42-19f3-49ee-bd82-9026bcd3a1a0","owner":[],"postedDate":"March 3rd, 2026","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":63724775,"name":"Business and commerce/Business and management"},{"id":63724776,"name":"Social science/Business and management"},{"id":63724777,"name":"Business and commerce/Information systems and information technology"},{"id":63724778,"name":"Biological sciences/Psychology"},{"id":63724779,"name":"Social science/Psychology"}],"tags":[],"updatedAt":"2026-05-17T03:38:17+00:00","versionOfRecord":[],"versionCreatedAt":"2026-03-03 14:41:04","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8589548","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8589548","identity":"rs-8589548","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}