At present, the story of ‘a drama with a fire and a city’ is constantly staged. In the deep integration of film and television and cultural tourism, will the popular drama stimulate the audience’s willingness to travel ? According to the SOR(stimulus-organism-response) theory, the research model of the influence of the hit drama on the audience’s willingness to travel was constructed, and the empirical research was carried out by using the structural equation structure. The results show that the content quality of the hit drama, program evaluation, empathy experience and sense of meaning of the program have a positive and significant impact on the audience’s willingness to travel. Audience program evaluation, empathy experience and program sense of meaning have a partial parallel mediating effect between the content quality of the hit drama and the willingness to travel. Based on this, suggestions for tourism destinations are proposed to enhance new media marketing represented by hot dramas.