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

Authors

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

Keywords:

film induced tourism, engagement with series, engagement with destination, destination image, visit intention, visualization, SEM models

Abstract

Introduction: Audiovisual fiction has become a relevant factor in shaping destination image and influencing travel intentions. Within the framework of film-induced tourism, television series with global reach act as symbolic and emotional mediators between audiences and the places represented on screen. This study examines how exposure to the series Squid Game influences the image of South Korea as a tourist destination and the intention to visit it, considering the mediating role of engagement with both the series and the destination. Methodology: A quantitative study was conducted using an online survey administered to 500 Spanish viewers of Squid Game who had not previously visited South Korea. Data were analysed using Structural Equation Modelling (SEM) to test two theoretical models focusing on destination image and engagement dimensions. Results: The findings indicate that viewing the series positively affects the cognitive, affective and conative dimensions of destination image. Affective and conative destination image significantly influence visit intention, whereas the cognitive dimension does not show a direct effect. Moreover, conative engagement with the series and engagement with the destination positively predict visit intention, while affective engagement with the series presents a negative relationship. Discussion: These results suggest that film-induced tourism is driven more by emotional and action-oriented mechanisms than by purely informational processes. Conclusions: Audiovisual fiction can enhance visit intention when it stimulates behavioural predisposition and active engagement, providing relevant implications for destination marketing strategies based on cultural narratives.

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Author Biographies

Esmeralda Crespo-Almendros, Universidad de Granada

Professor Crespo has over 15 years of experience as a lecturer and researcher at the University of Granada. She has supervised more than 20 Master’s theses and is currently supervising three PhD dissertations. She has published 18 scientific articles indexed in the Web of Science and, over the last five years, 21 impact publications indexed in JCR, ESCI and Scopus, with 65% of her JCR articles published in Q1 and Q2 journals. In addition, she has authored 11 book chapters published by prestigious international publishers such as Springer and IGI Global. She has participated in more than 30 scientific conferences and has been involved in 10 research projects, serving as Principal Investigator in two of them. She has received several academic awards and currently chairs the Tourism & Leisure Studies Research.

María Belén Prados-Peña, Universidad de Granada

Associate Professor of Marketing and Market Research at the University of Granada (Spain). Her research interests are tourism marketing, cultural heritage, integrated marketing communication, Internet consumer behavior and sustainable development. She has collaborated in several lectures related to the communication and dissemination of heritage. She has participated in several international conferences and has published in prestigious journals such as Sustainable Development, European Research on Management and Business Economics, Journal of Destination Marketing & Management, Tourist Management Perspectives and Journal of Consumer Research Services, among others.

Aida Molina Prados, Universidad de Jaén

PhD student at University of Jaen. She holds a master degree in Marketing and Consumer Behavior at the University of Granada. Her research interests are social media marketing, fashion marketing, social commerce and Influencers Marketing. She has collaborated in several lectures related to the social media marketing and social commerce. She has participated in several international conferences and has published in prestigious journals such as Journal of Retailing and Consumer Services, Journal of Fashion Marketing and Management and Journal of the Knowledge Economy. In 2019, she opened her own agency, Instante, to continue working on the design and implementation of marketing and communication strategies for small and medium-sized companies (SMEs).

Francisco Jesús Gálvez-Sánchez, Universidad de Granada

He holds the position of Permanent Lecturer at the University of Granada. His research and teaching endeavours concentrate on sustainability, corporate social responsibility and technology adoption, with the objective of improving the social, economic and environmental impact. He has published articles in high impact journals, including Journal of Retailing and Consumer Services, Sustainable Development, Journal of Environmental Management, Environment, Development and Sustainability, and others.

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