The Amazing Race to India: Prominence in reality television affects destination image and travel intentions

•Two experiments show the impact of destination placement in reality TV.•Reality TV has the advantage of conveying an authentic image of the destination.•Destination placement changes perceptions and increases destination knowledge.•Destination placement improves destination attitudes and travel intentions.

Considering the increasing popularity of reality television shows, this research investigated the impact of a destination placement in reality television on tourism. Two experiments reveal that a reality show can change the image of the destination in which the show is set. This positively affects cognitive, affective and behavioral outcomes. Specifically, it changes perceptions in accordance with the depiction of the destination in the reality show, increases knowledge about the destination, favorably affects viewers' attitude toward the destination, and even more importantly, increases the intention to travel to the destination. Our findings are of interest to destination marketing organizations; they inform them on how to promote touristic destinations.