Destination image : a study of Korean drama's influence on generation Y in Singapore

• Main Authors: Tan, Sze Jie, Poh, Ee Leng, Chai, Ivy Jia Xing
• Other Authors: Joan C Henderson
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing; DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/48137
• Institution: Nanyang Technological University

This study aims to explore the impact of Korean dramas on perceptions of South Korea as a vacation destination. The study has three specific objectives. The first is to identify destination attributes important to local viewers. The second is to find out how Korean dramas impact viewers’ perception...