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From Screen to Destination: The Impact of Coco on Destination Branding

Liang, Yichen LU and Arana Del Carpio, Maria Claudia LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This study delves into the role of films, particularly animated films, in shaping and reshaping international audiences’ perceptions and tourist intention of a destination.Data were collected qualitatively through semi-structured interviews with multicultural participants studying at Lund University, both before and after watching the movie.Movie attributes model (Place-Performance-Personality model) is applied to evaluate the interaction between cinematic elements with audience perceptions and behavioral responses. The study examines the impacts of cinematographic narratives on the shift of perception and tourist intention of audiences emotionally and cognitively, according to film-induced tourism theory, destination branding framework,... (More)
This study delves into the role of films, particularly animated films, in shaping and reshaping international audiences’ perceptions and tourist intention of a destination.Data were collected qualitatively through semi-structured interviews with multicultural participants studying at Lund University, both before and after watching the movie.Movie attributes model (Place-Performance-Personality model) is applied to evaluate the interaction between cinematic elements with audience perceptions and behavioral responses. The study examines the impacts of cinematographic narratives on the shift of perception and tourist intention of audiences emotionally and cognitively, according to film-induced tourism theory, destination branding framework, and tourist intention literature.The empirical data is generated through 15 semi-structured interviews with Lund University international students across multicultural backgrounds.The results suggest that storytelling plays an important role in breaking up the psychological distance, shaping or reshaping the tourist intention, despite the fact that responses vary across cultural contexts. Conclusively, this study contributes to film-induced tourism scholarship and destination branding literature while offering practical recommendations and suggestions. (Less)
Popular Abstract
How about watching a movie that inspires you to book a trip? This thesis explores how the film, especially the animated film Coco (2017), with its cultural portrayal of Mexico and its traditions, has impacted viewers' perceptions and intentions towards Mexico. By blending attractive storytelling and visually cultural elements like Day of the Dead, Coco (2017) does not just relax, it also promotes a deeper understanding of Mexico and its culture. Through the interviews and analysis, this study reveals that viewers may feel an emotional connection to the film and even be curious about the places it depicts. Thus, Coco (2017) acts as a powerful tool of destination branding, encouraging tourism and shaping Mexico's image.
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author
Liang, Yichen LU and Arana Del Carpio, Maria Claudia LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
tourist intention, brand image, film-induce tourism, destination branding, Mexico
language
English
id
9201891
date added to LUP
2025-06-30 12:13:15
date last changed
2025-06-30 12:13:15
@misc{9201891,
  abstract     = {{This study delves into the role of films, particularly animated films, in shaping and reshaping international audiences’ perceptions and tourist intention of a destination.Data were collected qualitatively through semi-structured interviews with multicultural participants studying at Lund University, both before and after watching the movie.Movie attributes model (Place-Performance-Personality model) is applied to evaluate the interaction between cinematic elements with audience perceptions and behavioral responses. The study examines the impacts of cinematographic narratives on the shift of perception and tourist intention of audiences emotionally and cognitively, according to film-induced tourism theory, destination branding framework, and tourist intention literature.The empirical data is generated through 15 semi-structured interviews with Lund University international students across multicultural backgrounds.The results suggest that storytelling plays an important role in breaking up the psychological distance, shaping or reshaping the tourist intention, despite the fact that responses vary across cultural contexts. Conclusively, this study contributes to film-induced tourism scholarship and destination branding literature while offering practical recommendations and suggestions.}},
  author       = {{Liang, Yichen and Arana Del Carpio, Maria Claudia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From Screen to Destination: The Impact of Coco on Destination Branding}},
  year         = {{2025}},
}