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Original Articles

A Study on the KBS TV Drama Winter Sonata and its Impact on Korea's Hallyu Tourism Development

Pages 115-126 | Published online: 05 Nov 2010
 

Abstract

The purpose of this paper is to examine the ties between the success of a TV drama Winter Sonata, produced by the Korean Broadcasting System (KBS), and the flow of tourism into Korea. By deconstructing the Hallyu phenomenon, started in part by Winter Sonata, the study tries to determine possibilities for Korean tourism expansion. Literature reviews, tourism data, interviews with specialists, and actual pieces of feedback from Winter Sonata's Egyptian audience are referred to draw conclusions on the subject matter. Results show promising markets far beyond just Asia, touched by Hallyu, but not the opportunity to tour Korea yet. Suggestions are then made on how to help sustain Hallyu tourism and increase access to potential new travel markets, especially those in diverse Islamic regions around the world.

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