FILM TOURISM PLANNING BASED ON CHINESE GENERATION Z TOURISTS’ PREFERENCE FOR BUDAPEST

Abstract

Budapest, a destination that attracts film production from worldwide, intends to attract an
increasing number of Chinese tourists. Meanwhile, Film travel has become a new fashion in
China. This article aims to 1) identify the preference of Chinese tourists in terms of film tourism
2) form up Budapest’s city positioning and branding to the Chinese public based on Chinese
tourists’ opinions. 3) propose a city project that combines the Chinese tourists’ preference and
their cognition of Budapest. The literature review offers an overview of destination branding
through storytelling, film-induced tourism, tourists’ decision-making process, and the
importance of Chinese tourists and their Hungarian relevance. Primary research using a focus
group discussion with three scenario settings. A questionnaire with 391 respondents to verify
the results of the focused group and collect information about Chinese tourists’ Budapest
experience and related knowledge, employing cross-analysis, comparison analysis, and
frequency analysis. A content analysis based VIRO framework. The result indicates that
Chinese tourists' film travel intentions are more positively correlated with destination resources
and intangible elements. An immersive experience plays a crucial role in building satisfaction.
Learning new things during the journey refers to tourist education and destination campaign.
Key findings contribute to a better understanding of the young Chinese visitors' preferences
that helps the destination planning, branding, targeting Chinese, and further cope with their
demand. Foresight in strategic tourism planning generates a profound influence on destination
development and future potential.