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This study investigates the roles of movie storylines and celebrity fandom on destination image. It further considers a wide range of films and their ratings at the film level as a boundary condition to demonstrate a film-level halo effect. In essence, this study examines the cross-level moderating effect of movie rating on the relationship between tourists’ perceptions of films and destination image using a multilevel design. The results shed light on the conditioning role of movie ratings on individual disposition and explain why films may have an impact on destination image in some situations but not in other.
Wong et al. (Thu,) studied this question.