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