Drama-induced tourism: From the GELBOYS series to travel inspiration

Abstract

This study investigates the influence of the Thai Boys’ Love series on travel inspiration. A quantitative approach was employed, using survey data collected from viewers of the series, and the data were analysed using Structural Equation Modelling. Findings indicate that media exposure to the GELBOYS series significantly affects Inspiration and Symbolic Consumption, which, in turn, influence Intention to Visit. Moreover, Intention to Visit positively predicts Actual Film Visiting, and Push and Pull Motivation strengthen this relationship, underscoring the role of internal and external travel motivations. To the best of my knowledge, this is the first study to examine how the GELBOYS Series influences travel inspiration from a Thai perspective. Specifically, this study contributes to tourism theory by demonstrating the role of media-driven narratives in shaping travel intentions and emotional attachment to destinations. Practically, the results offer actionable insights for destination marketers and media producers on fostering inspiration, intention, and actual visitation to filming locations.