sustainability Article Improving the Tourist’s Perception of the Tourist Destinations Image: An Analysis of Chinese Kung Fu Film and Television Huan Chen 1,†, Yifan Zuo 1,†, Rob Law 2 and Mu Zhang 1,* 1 Shenzhen Tourism College, Jinan University, Shenzhen 518053, China;
[email protected] (H.C.);
[email protected] (Y.Z.) 2 School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China;
[email protected] * Correspondence:
[email protected]; Tel.: +86-755-2693-1865 † These authors contribute equally to this article. Abstract: Cultural media, film, and television works can increase the popularity of the image of tourist destinations, thereby promoting the sustainable development of the tourism industry and obtaining economic benefits. This study takes Chinese kung fu film and television as examples to explore the mechanism of audience participation in the perception of tourist destinations. It further explores the mediating effect of cultural contact. The study took the image perception of tourist destinations as the dependent variable and audience participation as the independent variable. A total of 331 subjects were surveyed, and a multi-layer regression model was established to test the rationality and validity of the hypothetical theoretical model. The research results show that audience participation in martial arts films and television tourism can directly and indirectly affect the audience’s perception of martial arts culture. At the same time, the viewer can achieve contact with martial arts culture through film Citation: Chen, H.; Zuo, Y.; Law, R.; and television, accordingly forming his or her perception of the destination. In other words, film and Zhang, M.