The Effects of South Korean TV Dramas on Inbound Tourism

Abstract

This research study evaluates the impact of South Korean TV dramas on Asian tourists visiting Korea. This research explores the South Korean marketing strategy in the tourism industry which uses TV dramas as a strategic tool. It will focus on the relationship of TV dramas to international tourism and the way the South Korean government uses TV dramas to influence inbound tourists. The objective of the study was completed three ways: (1) using a statistical to study the relationship between South Korean TV dramas and inbound tourism numbers (2) using the literature review to study the strategies of South Korean TV dramas for entry to a new market (3) using literature and public reports to analyse the influence of South Korean TV dramas on inbound tourism and the travel industry. The results of this research show that South Korean TV series have a huge impact on tourism in terms of promoting places, history, life-style, and culture. It found a relationship between inbound tourism numbers to Jeju Island and the "Princess Hours" TV series broadcasting date which was supported by other research. It can conclude that TV dramas can be using as a marketing strategy for the tourism industry to explore and compete with other countries in this market. It is also changing traveller behaviour in choosing South Korea instead of visiting another country.