Mediation of a destination’s environmental image: a consideration of a negative portrayal

Abstract

As understanding of the relation between negative plot and perceived destination image is still limited, this paper explores the question if a filmic experience of environmental degradation found in a popular tourism destination would also influence viewers’ image formation of the destination. This paper argues that a negative plot impacts perceived destination image and can impinge upon how the audience participates in the construction of the image it consumes and reaffirms literature suggestions that tourist awareness of sustainability issues might lead to changes in tourist destinations choices.