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Title: The influence of a TV drama on visitors' perception : a cross-cultural study
Authors: Kim, SS 
Agrusa, J
Chon, K 
Keywords: Culture
Image perception
Structural equation model
Visual media
Issue Date: 2014
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2014, v. 31, no. 4, p. 536-562 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: The goal of this study is to assess the effects the Korean food featured on the Korean TV drama series Daeganggeum has on the perceptions of national image and intention to visit Korea by residents of Hong Kong, Taiwan, and Thailand. Estimates of structural equation models are used for samples from the three countries to produce information for comparing relationships between variables: on preferring Korean food, the national image of Korea, and the intention to visit Korea for food tourism. The results show similarities and differences between the three national groups. Virtually identical models are found for Hong Kong and Taiwan groups. However, the comparison of Hong Kong and Taiwan groups to the Thailand group demonstrate differences. Specifically, in the Thai sample, distinctiveness of Korean food culture significantly increases the intention to visit Korea for food tourism. All three national groups demonstrate that a strong relationship exists between the national image of Korea and the intention to visit Korea for food tourism.
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2014.883950
Appears in Collections:Journal/Magazine Article

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