You exist in my song! How a destination-related popular song enhances destination image and visit intentions

Abstract

Research on media-induced tourism has been growing in recent years. The existing research has shown that films, television programs, and radio commercials can induce tourism behavior. The present research aimed to introduce a new form of music-induced tourism to the literature by examining the impact of a destination-related popular song on prospective tourists’ intentions to visit the destination. A theoretical model that included music-evoked mental imagery, affective image, overall image, and visit intentions was developed; 381 respondents participated in a web-based experiment to test the hypotheses, and the model was validated using structural equation modeling. The results revealed that music-evoked mental imagery led tourists to generate positive affective images and overall images of the destination, which in turn influenced their intentions to visit the destination. The implications of the findings for tourism marketers and future research directions are also discussed.