Effect of Stereotypes Created by Movies on the Satisfaction of Tourists with Movie Induced Tourism (MIT)

Abstract

Movie induced tourism is a growing phenomenon worldwide with tourists visiting destinations or attractions as a result of the destinations being featured on television, video or cinema screen. Consequently, a majority of destination marketing organizations are increasingly promoting film location holidays, film destination holidays, movie walks and movie tours. This paper examines the effect of stereotypes created by Movie Induced Tourism (MIT) on the satisfaction of tourists who visited Kenya after watching two films, namely; Out of Africa and The White Maasai. The study utilized both descriptive and explanatory research designs and covered filming locations at Karen Blixen Museum and Samburu County for the two movies, respectively. The target population comprised 660 foreign tourists, who visited Karen Blixen Museum and Samburu between January and March, 2016. Simple random sampling technique was used to select a sample size of 345 research participants. Whilst primary data was collected by use of questionnaires, secondary data was collected from published materials, including websites. Descriptive statistics (percentages, median, means and standard deviations), correlation and multiple regression were used for data analysis. The hypothesis testing results on stereotypes vs. satisfaction showed that the p-value is significant (p < 0.05), and the beta value of stereotype was negative (β= -0.386). Therefore, the researcher rejected the null hypothesis and concluded that stereotype has a negative and significant effect on tourists’ satisfaction.