Abstract
The purpose of the current study was to investigate the influence of Bollywood movies on destination image, tourist activity, and purchasing behaviors of Indian viewers. Surveys were administered in a face-to-face format in New Delhi, India, to a convenience sample of over 600 respondents. Factor analysis and structural equation modeling were employed to test the hypotheses and explore causal relationships. Findings identified a profile of Bollywood movies viewers, sources of information used to determine destination choice, and the level of involvement among viewers in foreign travel. Additionally, this study explored the relationships between Bollywood movies and tourist motivations and the propensity to participate in activities featured. Findings indicated that engagement in Bollywood movies has a positive impact on both hedonic and utilitarian involvement factors and that utilitarian involvement positively impacts destination awareness. Furthermore, destination awareness has a positive impact on tourist activity but not consumption behaviors at a destination. However, activity behavior does positively influence tourist consumption behavior.
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