The purpose of this study is to examine the halo effects of a country, in addition to the perceived attractiveness of scenes in a film, on the changes in intention to visit the site. A quasi-experiment by using an edited clip of the movie ‘Kong: Skull Island,’ which has scenery of the Ha Long Bay, Vietnam, was conducted for the study. Analyses focused on examining the differences in intention to visit the filmed site before and after the provision of information of the country to which the site belongs and identifying significant factors related to the halo effects of the country. Findings revealed that the ‘tourism opportunity’ factor representing diverse leisure opportunities perceived from the filmed scenery has a significant negative influence on changes in intention to visit the site. Results also indicated that country images on ‘attractiveness’ and ‘excitement’ act as a positive halo and result in consolidating the initial intention to visit the filmed site. Peer group influence which was operationalized as the anticipated number of acquaintances who have visited the destination country appears to be positive on changes in intention to visit the filmed site. Theoretical and practical implications with suggestions for future study are discussed.

本研究的目的是研究一个国家的光环效应，以及电影中场景的感知吸引力，以及访问该网站的意图变化。为了研究，使用具有越南下龙湾风景的电影“Kong：Skull Island”的剪辑片段进行了准实验。分析的重点是考察在提供场地所属国家信息之前和之后访问拍摄场地的意向差异，并确定与国家光环效应相关的重要因素。研究结果表明，代表从拍摄的风景中感知到的各种休闲机会的“旅游机会”因素对访问该网站的意图变化具有显着的负面影响。结果还表明，关于“吸引力”和“兴奋”的国家形象起到了积极的光环作用，从而巩固了参观拍摄地点的初衷。由于访问过目的地国家的预期熟人数量对访问拍摄地点的意图变化产生积极影响，因此被实施的同行群体影响。讨论了理论和实践意义以及对未来研究的建议。