Effects of Frequency of Viewing Korean Film on Preference for Korea and Intention to Visit Korea
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Published:
Jun 21, 2017
Keywords:
Korean film film tourism destination choice
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Abstract
Korean film has been very popular in many Asian countries including Thailand. Past research indicated that film could enhance destination preference and increase intention to visit to the featured destinations. Those who were exposed to film would form positive attitudes towards destinations featured in film and would be likely to visit the destinations. To date, this notion has hardly been empirically tested on the differences between viewers and non-viewers. This study included a group of non-viewers of Korean film and two groups of viewers who had low and high frequency of viewing Korean film to study the effects of frequency of viewing Korean film. Data were collected at Suvarnabhumi Airport including 610 Thai tourists who were leaving for any possible countries. This study aimed to test whether the frequency of viewing Korean film increased the preference for Korea and intention to visit Korea. The results showed that the higher the frequency of viewing Korean film, the higher the preference for Korea and the intention to visit Korea.
Article Details
How to Cite
Rewtrakunphaiboon, W. (2017). Effects of Frequency of Viewing Korean Film on Preference for Korea and Intention to Visit Korea. Journal of Thai Hospitality and Tourism, 12(1), 83–96. Retrieved from https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/90265
Section
Research Article
References
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[36] Suebsawasde, Preeyaporn. (2008). Media Exposure and Perception of Rajabhat University in Bangkok toward Culture in Korean Drama (Master’s Thesis, Thammasat University, 2008).
[37] Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage.
[2] Beeton, S. (2004). Rural Tourism in Australia: Has the Gaze Altered? Tracking Rural Images through Film and Tourism Promotion. International Journal of Tourism Research, 6(3), 125-135.
[3] Beeton, S. (2005). Film-induced Tourism. Clevedon: Channel View Publications.
[4] Beeton, S. (2010). The Advance of Film Tourism. Tourism and Hospitality Planning & Development, 7(1), 1-6.
[5] Bunnag, Orawee. & Sabaiwan, Wasawat. (2016). South Korea’s Destination Image in Attitudes of Thai Tourists. Humanities and Social Sciences Journal Ubonratchathani Rajabhat University, 7(1), 283-299.
[6] Busby, G. & Klug, J. (2001). Movie-induced Tourism: The Challenge of Measurement and Other Issues. Journal of Vacation Marketing, 7(4), 316-332.
[7] Butler, R. W. (1990). The Influence of the Media in Shaping International Tourist Patterns. Tourism Recreation Research, 15(2), 46-53.
[8] Carl, D., Kindon, S., & Smith, K. (2007). Tourists’ Experiences of Film Locations: New Zealand as ‘Middle Earth’. Tourism Geographies, 9(1), 49-63.
[9] Chuttrsakulphairatch, Vanida. (2014). The Effects of Korean TV Drama Series on Korean Values Assimilation and Culture Imitation of the Thai Youth. Panyapiwat Journal, 6(1), 175-185.
[10] Connell, J. (2005). Toddlers, Tourism and Tobermory: Destination Marketing Issues and TV-induced Tourism. Tourism Management, 26, 763-776.
[11] Connell, J. (2012). Film Tourism: Evolution, Progress and Prospects. Tourism Management, 33, 1007-1029.
[12] Couldry, N. (1998). The View from Inside the ‘Simulacrum’: Visitors’ Tales from the Set of Coronation Street. Leisure Studies, 17, 94-107.
[13] Croy, W. G. & Heitmann, S. (2011). Tourism and Film. In P. Robinson, S. Heitmann & P.U.C. Dieke (Eds.), Research Themes for Tourism (pp. 188-204). Oxon: CABI.
[14] Department of Tourism, Thailand (2016). Outgoing Thai Travellers Statistics [PDF document]. Retrieved from http://tourism2.tourism.go.th/home/details/11/221/25307.
[15] Frost, W. (2006). Brave-hearted Ned Kelly: Historic Films, Heritage Tourism and Destination Image. Tourism Management, 27, 247-254.
[16] Frost, W. (2010). Life Changing Experiences. Film and Tourists in the Australian Outback. Annals of Tourism Research, 37(3), 707-726.
[17] Hahm, J. & Wang, Y. (2011). Film-induced Tourism as A Vehicle for Destination Marketing: Is it Worth the Efforts? Journal of Travel & Tourism Marketing, 28, 165-179.
[18] Hao, X. & Ryan, C. (2013). Interpretation, Film Language and Tourist Destinations: A Case Study of Habiscus Town, China. Annals of Tourism Research, 52, 334-358.
[19] Hudson, S. & Ritchie, J. R. B. (2006). Film Tourism and Destination Marketing: The Case of Captain Corelli’s Mandolin, Journal of Vacation Marketing, 12(3), 256-268.
[20] Inchan, Noppadol. (2013). Korean Drama Series: A Case Study of Korean Culture Fever Wave in Thai Society (Doctoral Dissertation, Srinakharinwirot University, 2013).
[21] Iwashita, C. (2006). Media Representation of the UK as A Destination for Japanese Tourists: Popular Culture and Tourism. Tourist Studies, 6(1), 59-77.
[22] Iwashita, C. (2008). Roles of Films and Television Dramas in International Tourism: the Case of Japanese Tourists to the UK. Journal of Travel & Tourism Marketing, 24(2-3), 139-151.
[23] Kim, S. S. (2012). The Relationships of On-site Film-tourism Experiences, Satisfaction, and Behavioural Intentions: the Case of Asian Audience’s Responses to a Korean Historical TV drama. Journal of Travel & Tourism Marketing, 29, 472-484.
[24] Kim, S. S., Agrusa, J., Lee, H. & Chon, K. (2007). Effects of Korean Television Dramas on the Flow of Japanese Tourists. Tourism Management, 28(5), 1340-1353.
[25] Kim, S. S., Agrusa, J., Chon, K. & Cho, Y. (2008). The Effects of Korean Pop Culture on Hong Kong Residents Perceptions of Korea as A Potential Tourist Destination. Journal of Travel & Tourism Marketing, 24(2-3), 163-183.
[26] Kim, S. S., Lee, H. & Chon, K. (2010). Segmentation of Different Types of Hallyu Tourists Using A Multinomial Model and its Marketing Implications, Journal of Hospitality and Tourism Research, 34(3), 341-363.
[27] Kim, S. & O’Connor, N. (2011). A Cross-cultural Study of Screen-tourists’ Profiles. Worldwide Hospitality and Tourism Themes, 3(2), 141-158.
[28] Kim, H. & Richardson, S. (2003). Motion Picture Impacts on Destination Images, Annals of Tourism Research, 32(4), 887-904.
[29] Kim, S. & Wang, H. (2012). From Television to the Film Set: Korean Drama Daejanggeum drives Chinese, Taiwanese, Japanese and Thai Audiences Screen-tourism. The International Communication Gazette, 74(5), 423-442.
[30] Rajaguru, R. (2014). Motion Picture-induced Visual, Vocal and Celebrity Effects on Tourism Motivation: Stimulus Organism Response Model. Asia Pacific Journal of Tourism Research, 19(4), 375-388.
[31] Riley, R. & Van Doreen, C. S. (1992). Movies as Tourism Promotion: A ‘Pull’ Factor in a ‘Push Location’. Tourism Management, 13(3), 267-274.
[32] Rittichainuwat, Bongkosh. & Rattanaphinanchai, Suphaporn. (2015). Applying a Mixed Method of Quantitative and Qualitative Design in Explaining the Travel Motivation of Film Tourists in Visiting A Film-shooting Destination. Tourism Management, 46, 136-147.
[33] Roesch, S. (2009). The Experiences of Film Location Tourists. Clevedon: Channel View Publications.
[34] Shani, A., Wang, S., Hudson, S. & Gil, S. M. (2009). Impacts of A Historical Film on Destination Image of South America. Journal of Vacation Marketing, 15(3), 229-242.
[35] Smallman, C., & Moore, K. (2010). Process Studies of Tourists’ Decision-Making. Annals of Tourism Research, 37(2), 397-422.
[36] Suebsawasde, Preeyaporn. (2008). Media Exposure and Perception of Rajabhat University in Bangkok toward Culture in Korean Drama (Master’s Thesis, Thammasat University, 2008).
[37] Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage.