This study identifies the impact of destination image formed in a filmtowards the viewer’s intention to visit. One of the countries that implements this strategy is New Zealand, through its association with The Hobbit trilogy. After conducting a survey to viewers in Kaskus’ The Hobbit thread, it is shown that the majority of viewers have the intention to visit New Zealand. This happened as the result of positive perception that formed in the viewers’ mind after watching the films. Those who have the intention to visit, are especially influenced by the promise of an exciting and unique adventure as depicted in the films.
Keywords : destination image, destination branding, film, intention, theory of planned behavior