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

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...

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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:
Online Access:http://hdl.handle.net/10356/48137
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-481372023-05-19T07:23:09Z Destination image : a study of Korean drama's influence on generation Y in Singapore Tan, Sze Jie Poh, Ee Leng Chai, Ivy Jia Xing Joan C Henderson Nanyang Business School DRNTU::Business::Marketing DRNTU::Social sciences::Recreation 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. BUSINESS 2012-03-16T08:27:26Z 2012-03-16T08:27:26Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/48137 en Nanyang Technological University 61 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing
DRNTU::Social sciences::Recreation
spellingShingle DRNTU::Business::Marketing
DRNTU::Social sciences::Recreation
Tan, Sze Jie
Poh, Ee Leng
Chai, Ivy Jia Xing
Destination image : a study of Korean drama's influence on generation Y in Singapore
description 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.
author2 Joan C Henderson
author_facet Joan C Henderson
Tan, Sze Jie
Poh, Ee Leng
Chai, Ivy Jia Xing
format Final Year Project
author Tan, Sze Jie
Poh, Ee Leng
Chai, Ivy Jia Xing
author_sort Tan, Sze Jie
title Destination image : a study of Korean drama's influence on generation Y in Singapore
title_short Destination image : a study of Korean drama's influence on generation Y in Singapore
title_full Destination image : a study of Korean drama's influence on generation Y in Singapore
title_fullStr Destination image : a study of Korean drama's influence on generation Y in Singapore
title_full_unstemmed Destination image : a study of Korean drama's influence on generation Y in Singapore
title_sort destination image : a study of korean drama's influence on generation y in singapore
publishDate 2012
url http://hdl.handle.net/10356/48137
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