A demographic perspective on residents’ positive beliefs toward film tourism in northern Iran

Although film tourism offers significant potential for emerging destinations, its long-term viability hinges on host community support. Guided by Social Exchange Theory, this study investigates how northern Iranian residents weigh the perceived benefits and costs of film tourism, and how these evaluations differ across demographic segments. Based on a survey of 1,160 residents in Langroud and Lahijan, structural equation modeling and multigroup analysis reveal that perceived quality-of-life enhancements strongly foster favorable attitudes toward film tourism, while anticipated social and environmental disruptions erode support. Intriguingly, perceived negative economic impacts were positively associated with supportive beliefs, reflecting a pragmatic willingness among residents to accept economic trade-offs. While gender and location showed no significant effect, factors such as age, marital status, education, and length of residence markedly shifted how costs and benefits influenced perceptions. Consequently, destination management strategies must move beyond one-size-fits-all approaches and tailor film tourism policies to distinct demographic subgroups.