| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 95 === Media-related tourism involves visits to places celebrated for associations with books, authors, television programs and films. Rome, Normandy, and Hongcun have all benefited from media-related tourism via movies including Roman Holiday, Saving Private Ryan and Crouching Tiger, Hidden Dragon respectively. Although the primary intention of a movie production is not to induce people to visit locations, major motion pictures enhance the awareness, appeal, and profitability of locations by filming in these destinations. Recently, Korea has created and exported TV dramas that have showcased their unique country and culture by following Japan’s step. These TV dramas have successfully boosted the country’s tourism, particularly tourists originating from Taiwan.
This paper critically analyses how the Korean Government supported the development of theses TV dramas, and later how it capitalized on the resulting media related tourism. This paper will use in-depth interviews of Taiwanese tourists who have recently visited Korea and were predominately attracted by Korean TV dramas to create recommendations on how other countries can develop their media related tourism.
The study indicates that Korean TV dramas have influences on interviewees’ perceptions of the image of a place as well as consumer behavior and tourist experience. These TV dramas enhance the image of Korea by presenting the lifestyle of Korean. Packaging of a typical Korean TV drama through various story plots, icons and well-known actors have attracted consumers and affected their consuming behavior. Furthermore, the result of the survey reveals that the media effects exert significant influences on tourism destination preference, especially for those who have seen the TV drama. However, majority of the interviewees have shown little interest to revisit, which has demonstrated its short-lived tourism effect.
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