Audiovisual Fiction, Engagement, and Tourism:  The Impact of Squid Game on South Korea’s Destination Image and Visit Intention

Esmeralda Crespo-Almendros; María Belén Prados-Peña; Aida Molina Prados; Francisco Jesús Gálvez-Sánchez

doi:10.4185/rlcs-2026-2678

Autores/as

Esmeralda Crespo-Almendros Universidad de Granada https://orcid.org/0000-0002-1009-8561
María Belén Prados-Peña Universidad de Granada https://orcid.org/0000-0002-0689-1276
Aida Molina Prados Universidad de Jaén https://orcid.org/0000-0003-3897-3564
Francisco Jesús Gálvez-Sánchez Universidad de Granada https://orcid.org/0000-0001-5888-7298

DOI:

https://doi.org/10.4185/rlcs-2026-2678

Palabras clave:

turismo inducido por el cine, compromiso con las series, compromiso con el destino, modelos SEM, visualización, imagen del destino, intención de visita

Resumen

Introducción: La ficción audiovisual se ha convertido en un factor relevante a la hora de configurar la imagen de un destino e influir en las intenciones de viaje. En el marco del turismo inducido por el cine, las series de televisión de alcance mundial actúan como mediadores simbólicos y emocionales entre el público y los lugares representados en pantalla. Este estudio examina cómo la exposición a la serie «Squid Game» influye en la imagen de Corea del Sur como destino turístico y en la intención de visitarlo, teniendo en cuenta el papel mediador del compromiso tanto con la serie como con el destino. Metodología: Se llevó a cabo un estudio cuantitativo mediante una encuesta en línea realizada a 500 espectadores españoles de «Squid Game» que no habían visitado anteriormente Corea del Sur. Los datos se analizaron mediante el modelo de ecuaciones estructurales (SEM) para comprobar dos modelos teóricos centrados en la imagen del destino y las dimensiones del compromiso. Resultados: Los resultados indican que ver la serie afecta positivamente a las dimensiones cognitiva, afectiva y conativa de la imagen del destino. La imagen del destino en sus dimensiones afectiva y conativa influye significativamente en la intención de visita, mientras que la dimensión cognitiva no muestra un efecto directo. Además, el compromiso con la serie en su dimensión conativa y el compromiso con el destino predicen positivamente la intención de visita, mientras que el compromiso afectivo con la serie presenta una relación negativa. Discusión: Estos resultados sugieren que el turismo inducido por el cine se ve impulsado más por mecanismos emocionales y orientados a la acción que por procesos puramente informativos. Conclusiones: La ficción audiovisual puede potenciar la intención de visita cuando estimula la predisposición conductual y el compromiso activo, lo que ofrece implicaciones relevantes para las estrategias de marketing de destinos basadas en narrativas culturales.

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Biografía del autor/a

Esmeralda Crespo-Almendros, Universidad de Granada

La profesora Crespo cuenta con más de 15 años de experiencia como docente e investigadora en la Universidad de Granada. Ha dirigido más de 20 trabajos de fin de máster y actualmente supervisa tres tesis doctorales. Su producción científica incluye 18 artículos científicos indexados en la Web of Science. En los últimos cinco años, ha publicado 21 publicaciones de impacto indexadas en JCR, ESCI y Scopus, de las cuales el 65 % de los artículos JCR se encuentran en revistas situadas en los cuartiles Q1 y Q2.

Además, es autora de 11 capítulos de libro publicados por prestigiosas editoriales internacionales como Springer e IGI Global. Ha participado activamente en la comunidad académica asistiendo a más de 30 congresos científicos y ha formado parte de 10 proyectos de investigación, siendo investigadora principal en dos de ellos. Su excelencia académica ha sido reconocida mediante diversos premios. Actualmente, ejerce como responsable del grupo de investigación Tourism & Leisure Studies.

María Belén Prados-Peña, Universidad de Granada

Profesora Titular de Marketing e Investigación de Mercados en la Universidad de Granada (España). Sus líneas de investigación se centran en el marketing turístico, el patrimonio cultural, la comunicación de marketing integrada, el comportamiento del consumidor en entornos digitales y el desarrollo sostenible. Ha colaborado en diversas actividades docentes relacionadas con la comunicación y difusión del patrimonio. Ha participado en numerosos congresos internacionales y ha publicado en revistas académicas de prestigio como Sustainable Development, European Research on Management and Business Economics, Journal of Destination Marketing & Management, Tourism Management Perspectives y Journal of Services Marketing, entre otras.

Aida Molina Prados, Universidad de Jaén

Es doctoranda en la Universidad de Jaén. Es máster en Marketing y Comportamiento del Consumidor por la Universidad de Granada. Sus líneas de investigación se centran en el marketing en redes sociales, el marketing de la moda, el social commerce y el marketing de influencers. Ha colaborado en diversas actividades docentes relacionadas con el marketing en redes sociales y el comercio social. Ha participado en numerosos congresos internacionales y ha publicado en revistas científicas de prestigio como Journal of Retailing and Consumer Services, Journal of Fashion Marketing and Management y Journal of the Knowledge Economy. En 2019 fundó su propia agencia, Instante, desde donde desarrolla estrategias de marketing y comunicación para pequeñas y medianas empresas (pymes).

Francisco Jesús Gálvez-Sánchez, Universidad de Granada

Es Profesor Permanente en la Universidad de Granada. Su actividad docente e investigadora se centra en la sostenibilidad, la responsabilidad social corporativa y la adopción de tecnologías, con el objetivo de mejorar el impacto social, económico y ambiental. Ha publicado artículos en revistas científicas de alto impacto, entre las que se incluyen Journal of Retailing and Consumer Services, Sustainable Development, Journal of Environmental Management y Environment, Development and Sustainability, entre otras.

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