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 of South Korea. Lastly, the study explores how watching Korean drama impacts viewers’ motivations to travel to South Korea and the barriers for such a travel. To achieve the objectives, an online self-administered survey targeted at the Generation Y was employed. Using convenient sampling approach, a total of 157 completed questionnaires were collected. From the results, critical destination attributes identified were cost, personal safety and security and scenery. Interestingly, celebrity was ranked as the least important destination attribute. With respect to the influence of Korean drama, it was generally able to create a more favourable impression of the destination among viewers. However, favourable impression does not result in high actual travel intention. The notable barriers to a vacation to South Korea were cost, preference for other destinations and time. The main implications discussed include leveraging on the Internet and smartphone platforms, modifying portrayal of certain elements in the drama and complementing drama with other marketing tools. To overcome the barriers to travel, strategies such as utilizing online word of mouth marketing, pricing and promotions and partnership with other destinations were recommended. Overall, this study aims to provide value to the research field of destination image. For the purpose of this report, Korea refers specifically to South Korea, unless otherwise defined.