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This article explores the influence of a television drama on tourist motivation and behavior at a heritage attraction, Highclere Castle in the UK, the setting of the television series, Downton Abbey . The series raises awareness of the attraction and stimulates motivation for traveling. The article identifies specific motivational factors: Prestige, Personalization, Fantasy, and Novelty. Using PLS-SEM, it shows that audience involvement significantly impacts Prestige, Personalization, and Fantasy but impacts Novelty motivation to a lesser extent. The Personalization travel motivation impacts experience outcomes, such as perception of value and satisfaction. Implications for marketing and management practices of heritage attractions are outlined.
Liu et al. (Wed,) studied this question.