Barrage participation and feedback in travel reality shows: The effects of media on destination image among Generation Y

Barrage, also known as "bullet screen," is a new, instantly updated interactive commenting system attached and synchronized with online videos, that has recently become widespread in East Asia. This paper analyses the content and emotion of barrages on the Korean reality show Youth Over Flowers in Iceland. Exploring the effects of the reality show on the audience's cognitive, affective and conative image of Iceland, the paper finds that the young viewer's image of Iceland is consistent with the destination's local tourism characteristics and is related to their travel intentions. The paper also proposes a media effect classification framework to provide a reference for the joint marketing of media and tourism destinations to young viewers. The paper suggests that barrages may help researchers identify the exact moment when viewers are experiencing something in a destination-themed multimedia show, which will further develop the theoretical and practical aspects of tourism destination image.