International Research Journal of Education and Technology

The present study investigates the influence of films on the travel behaviour of college students in Kerala, India. The research extends a previous exploratory study by increasing the sample size to 200 respondents and employing advanced statistical techniques. Primary data were collected using a structured questionnaire and analysed through SPSS‑based statistical methods including reliability analysis, factor analysis, chi‑square test, correlation, regression, independent sample t‑test and ANOVA.The findings reveal that cinematic exposure significantly affects destination image formation and travel intention. Narrative engagement and visual aesthetics were found to be the strongest motivational drivers. Factor analysis extracted four major constructs — Film Appeal, Destination Image, Travel Intention and Travel Satisfaction — explaining 67% of total variance. Multiple regression results indicate that destination image (β=0.41, p<0.001) and film appeal (β=0.36, p<0.001) significantly predict travel intention. The study concludes that films operate as powerful indirect marketing tools capable of influencing tourist flows. The research offers implications for tourism marketers, destination planners and film production agencies in designing collaborative promotional strategies.

Keywords: Film Tourism, Destination Image, Media Influence, Student Travel Behaviour, Tourism Marketing.