JOURNAL ARTICLE

The effects of Bollywood film-induced tour guiding on revisit intentions and destination image.

  • Published In: Journal of Vacation Marketing, 2026, v. 32, n. 2. P. 670 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Morrison, Alastair M; Batabyal, Debasish; Rawal, Yashwant Singh; Sinha, Rupa 3 of 3

Abstract

This article investigates film-induced tour guiding (FITG) as a hybrid approach combining storytelling and information and communication technologies (ICT) to enhance tourist experiences, focusing specifically on Bollywood films and their impact on tourism in Jammu and Kashmir (J&K), India. Using a mixed-method design and structural equation modeling, the study finds that vocal and celebrity effects of Bollywood films positively influence tourists’ intentions to revisit J&K, while visual effects significantly shape the destination image but do not directly affect revisit intentions. Destination image mediates the relationship between visual and vocal effects and revisit intentions, highlighting its central role in film-induced tourism. The research underscores the importance of integrating audiovisual storytelling in tour guiding to enrich visitor engagement and offers practical recommendations for destination management organizations to leverage Bollywood’s influence for sustainable tourism development in J&K.

Additional Information

  • Source:Journal of Vacation Marketing. 2026/04, Vol. 32, Issue 2, p670
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2026
  • ISSN:1356-7667
  • DOI:10.1177/13567667241293793
  • Accession Number:192372797
  • Copyright Statement:Copyright of Journal of Vacation Marketing is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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