Film-Induced Tourism and Heritage Conservation: A Serial Multiple Mediator Model

The purpose of this study is to explore the direct and indirect relationships between a film-induced destination image and tourists' heritage conservation intention through a serial multiple mediator model at a UNESCO heritage site in China. The serial mediation hypotheses were tested using covariance-based structural equation modeling with data collected from 447 valid questionnaires. The empirical results reveal that the film-induced image directly impacts tourists' heritage conservation intention. Furthermore, tourists' perceived authenticity and heritage-induced image fully mediate the relationship between film-induced image and conservation intention. Additionally, the serial multiple mediator effect of heritage image and perceived authenticity is also significant. The findings contribute to understanding film-induced tourists' heritage conservation intention through the lens of destination image and perceived authenticity. The findings also enrich the film and heritage tourism literature regarding destination image construction and heritage conservation.