The Influence of a TV Drama on Visitors’ Perception: A Cross-Cultural Study

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.

KEYWORDS:

• Visual media
• food
• culture
• Hallyu
• structural equation model
• image perception

Additional information

Notes on contributors

Samuel Seongseop Kim

Dr. Samuel Seongseop Kim, PhD, is an Associate Professor of Hotel and Tourism Management at Hong Kong Polytechnic University, School of Hotel and Tourism Management, 17 Science Museum Rd, TST East, Kowloon, Hong Kong, Hong Kong, Hong Kong.

Jerome Agrusa

Jerome Agrusa is a Professor of Hotel and Tourism Management at Hawaii Pacific University, Travel Industry Managment, Honolulu, United States (E-mail: [email protected]).

Kaye Chon

Kaye Chon is a Professor of Hotel and Tourism Management at Hong Kong Polytechnic University, China (E-mail: [email protected]).