Start Date

6-1-2011 4:00 PM

End Date

6-1-2011 4:45 PM

Track

2. Track 2 - Poster Session

Subject Area

Travel and Tourism

Faculty Member

Hyun Kyung Chatfield, grace.chatfield@unlv.edu

Abstract

The purpose of the research is to investigate the impact of popular culture on destination image and intention to visit the destination. To achieve this purpose, the research examines the differences between two countries, Japan and United States on Korean perception and intention to visit Korea as a destination after they watch Korean soap opera. An experiment is designed to examine whether soap opera as a type of pop-culture has an impact on destination perception and intention to visit the destination.

Keywords

Destination image, Destination marketing, Soap opera, Pop-culture, Multivariate repeated measured analysis



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Jan 6th, 4:00 PM Jan 6th, 4:45 PM

The Impact of Soap Opera on Destination Image: A Multivariate Repeated Measures analysis

The purpose of the research is to investigate the impact of popular culture on destination image and intention to visit the destination. To achieve this purpose, the research examines the differences between two countries, Japan and United States on Korean perception and intention to visit Korea as a destination after they watch Korean soap opera. An experiment is designed to examine whether soap opera as a type of pop-culture has an impact on destination perception and intention to visit the destination.