Tourists' Perceptions of the Local Films as Consideration in Selecting Destinations in the Philippines

This study aimed to investigate the effects of films on destination awareness, image creation, and enhancement by showcasing the features and attributes of the destination on screen. Both the natural and cultural environment can experience pressure from the influence of films and the actual destination itself. The Philippines is home to numerous destinations that could potentially benefit from being featured in films, thereby impacting the economic and tourism industry of the country. The main objective of this study was to examine whether watching films encourages people to travel to the Philippines. The participants of this study included residents, tourists, and travelers from the Philippines. The research adopted a quantitative approach, utilizing descriptive research methods to gather measurable data for statistical analysis. Various statistical treatment tools such as Frequency, Percentage distribution, Weighted Mean, and Standard Deviation were employed to effectively interpret the collected data. Purposive sampling was used in selecting the respondents, with specific criteria set for their inclusion. The first criterion was whether the respondents had already watched the film, while the second criterion focused on whether the respondents had already visited the tourist destination that was featured in the film. Findings reveal that tourists who watched films showcasing the features and attributes of a particular destination were more likely to consider visiting that destination. Furthermore, tourists who had already visited a destination featured in a film were more inclined to recommend it to others. These findings imply that the tourism industry in the Philippines could benefit from strategic partnerships with the film industry, leveraging films as a promotional tool to encourage tourism and foster economic growth.