Artificial Intelligence's Role in Utilizing TV Dramas and Movies as Catalysts for the Development of Cultural Tourism in Rural Ethnic Areas

Abstract

TV dramas and movies are influential informational sources and tourism catalysts, becoming powerful destination marketing and promotional instruments. To examine the influence of TV dramas and films on destination image and their impact on cultural tourism, This study is centered on Yunnan Dali of China, focusing on the visual imagery of TV dramas and movies to enhance destination marketing. The study aims to investigate the interplay between visual media and destination image, explore the link between destination image and tourists' behavioral intentions, and assess the impact of culturally perceived value on decision-making processes in cultural tourism. In addition, the postulation of the theoretical model underwent verification via structural equation modeling (SEM). This investigation validates the affirmative correlation between the visual imagery depicted in TV dramas and movies and the comprehensive impression of a destination, integrating both cognitive and affective aspects. It is essential to underscore the pronounced favorable effects of appreciating natural, recreational, cultural, and affective images. Furthermore, the study reveals that the portrayal of recreational, cultural, and affective images corresponds positively with the perceived cultural value of the destination. This cultural value perception, in turn, exhibits a positive relationship to engaging in cultural tourism activities. The analysis provides robust evidence of the acceptability of the relationships between visual media, destination image, perceived cultural value, and cultural tourism intentions. In conclusion, this study enriches our experiential understanding of the perceived cultural value and the intentions associated with cultural tourism. It contributes to understanding the media's role in promoting cultural tourism and the development of rural ethnic areas, offering valuable insights for sustainable tourism development.