The Netflix effect: exploring the nexus of content exposure, destination appeal, and behavioural intention

Abstract

This study employs the AIDA framework and reception theory to explore the nexus between Netflix content exposure and travel intention. Findings unveil the underlying mechanisms involving exposure to content on Netflix, the appeal of a featured destination, and the behavioural intention to visit. Exposure to negative Netflix content elicits more unfavorable attitudes toward a destination compared to positive content or commercials. Participants’ prior overseas travel experiences influence visit intention, emphasizing the impact of past encounters on perceptions of featured destinations. The research emphasizes the significance of examining the impact of Netflix’s global content on destination appeal and provides practical recommendations.