Bollywood induced international travel through the lens of the involvement construct.

The aim of this study is to determine the impact of Bollywood movies and television programing on the travel behaviours of Indian tourists. 670 usable surveys were gathered and analysed. The involvement construct was utilized to segment respondents into three significantly different groups both demographically and attitudinally. Indians were highly engaged with Bollywood movies and television shows, particularly those highly involved with foreign travel. Highly involved Indians were more likely to participate in tourist activities at destinations shown in Bollywood movies and television programmes, especially visiting specific film locations, and visiting festivals, events and attractions seen in movies. Highly involved individuals use movies and television as motivation to travel more frequently than those who are less involved with international tourism. [ABSTRACT FROM AUTHOR]