A worldwide phenomenon is occurring whereby tourists visit specific locations due to the content of pop culture. This study applies the concept of pop culture involvement to tourism discourse. The study classifies pop culture involvement on an enduring level and a situational level regarding its influence on the formation of destination image and visit intention. Finally, the study analyzes the difference within structural models between China and Russia. The results indicate that situational involvement and enduring involvement have different effects on the structural model. Results also show different path results depending on nationalities.
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