Film-induced tourism towards general prosocial attitudes and destination image regarding green consumer behavior: a study in China

With the growing focus on sustainability, understanding what drives tourists to adopt environmentally friendly practices has become a crucial area of research within the tourism industry. This study investigates the relationship between film-induced tourism and green consumer behavior, focusing on the role of general prosocial attitudes and destination image. We conducted two experiments in China, with participants randomly assigned to watch either tourism films or non-tourism films. The results revealed a positive association between film-induced tourism and green consumer behavior, mediated by general prosocial attitudes. Additionally, the destination image moderated the relationship between film-induced tourism and general prosocial attitudes, with urban tourism destinations showing a positive effect compared to nature-based destinations. This research contributes to the understanding of how film-induced tourism can influence tourists' green behavior and highlights the importance of destination image and prosocial attitudes in promoting sustainable tourism.