Narrative transportation and travel: The mediating role of escapism and immersion

The experience of escaping the real world and losing oneself in a fictional one brings pleasure to many. We draw on overarching theory narrative transportation (see Gerrig, 1993) advance knowledge screen tourism. aim is develop empirically test conceptual model TV series consumption, escapism, immersion, travel intentions with partial least squares structural equation modelling (PLS-SEM). Results confirm that structured gradual process: consumption first leads escapism immersion intention. mediated relationships (via immersion) between media intention are found be significant. novelty our lies travel-centred operationalizing theory. Based results, tourism marketers advised implement ad campaign building different stages create emotionally engaging marketing products. main contribution this research society general it recognises cultural phenomenon benefits as kind travel-experience into fantasy world. map transportation, exploring journey from intention; data obtained relevance because filming locations often become popular tourist destinations. Whether planners reduce or increase flows awareness (1) process experienced by viewers, (2) how influences key effective management media-induced flows.