نیما مشیری لنگرودی

With the growing awareness of the tourists, destination marketing has become more complex, and marketers have begun to use new methods to attract tourists, one of which is to get help from the media, including films and television series. In the present paper, using the mixed method, the global motivation created through the film was first investigated, and the dimensions of induced tourism in the film were analyzed. In order to understand the knowledge created of the destinations through the film and consequently the formation of the motivation to travel to the desired areas, an Iranian television series, Noon Kh, was analyzed. For this purpose and due to the limitations of the Covid-19 pandemic, an online questionnaire was used. Structural equation modeling using SmartPLS software performed data analysis, and hypothesis testing was utilized. The research findings showed that the film's content could play a key role in motivating Iranians to travel and creating tourism flows by producing knowledge about tourism destinations. The created cognition will also form a kind of virtual nostalgia and will motivate the viewer. The findings of this study can reassure marketers and tourism planners that by investing in films, they can increase people's motivation to visit the intended destination. The research findings also emphasize that tourists can be attracted to the destination by creating and maintaining film-related elements with the help of virtual nostalgia.

Since a large part of the leisure time is devoted to watching movies, this capacity can be used in tourism marketing. In the present study, with a case study of the film "What's the Time in Your World?", The effect of film nostalgia on tourism marketing has been investigated. Required data were collected using an online questionnaire and research hypotheses were tested by SEM-PLS. Findings indicate that respondents who feel nostalgic for the location of the film, music, story and actors have a strong motivation to travel and visit the destination. In addition, film nostalgia has a positive effect on creating and maintaining tourist attractions, music tourism and following actors, which, apart from music tourism, have a positive effect on travel motivation. Tourism industry operators can use the findings of the present study to develop and implement strategies to use the nostalgic capacity of film in tourism marketing.