||The effect of destination exposure in dramas through television and popular media can achieve higher market penetration, stimulate the viewer's interest, and eventually induce future behavioral intentions. Recently, there are many Taiwanese viewers travel to Korea after watching popular Korean drama (K-drama). The destination of Korea became a holiday resort for Taiwanese. Despite K-drama entered Taiwan and became smash hits in Taiwan, the association between the viewer’s psychological factors and travel intention to Korea is still a black box and it needs to be further studied.
Previous studies indicated that when the viewer are involved to a celebrity or attached to a role, they have significantly positive destination image. In addition, the viewer's celebrity involvement and parasocial attachment to K-drama’s role may facilitate cultural proximity because of K-drama are filled with Korean culture and history. This study aims to explore whether the viewer's celebrity involvement and parasocial attachment to K-drama’s role will have impacts on his/her perception of Korea image and cultural proximity and how such Korea image and cultural proximity will have impacts on the viewer's travel intention to Korea through perceived value.
This study collected 205 valid questionnaires online during September 16, 2015 to December 17, 2015. The Questionnaire is uploaded on Google questionnaire website and sent the wed address on web communication. These participants are Taiwanese who had experiences in watching K-drama or traveled to Korea. SPSS20.0 and AMOS20.0 were used in analyzing the data and executing the structural equation model analysis (SEM).
The results of structural equation modeling (SEM) analysis revealed that the viewer's celebrity involvement and parasocial attachment to K-drama’s role not only have significant positively influences on his/her perception of Korea image but also cultural proximity. Both Korea image and cultural proximity positively increased the viewer's perceived value and which enhanced his/her travel intention to Korea.
According to this study findings, some managerial implications and suggestions is provided to tourism and media related industries. Managing the relationship between viewer and celebrity is a new form of marketing. Marketing managers can use product placement on TV program or drama. Taiwan media industries can make Taiwan brand’s products place on TV. It is may let people clearer to know the brand belongs to Taiwan and permeate the people’s mind to get loyalty. This study found that Korean drama is widely concerned by Taiwanese or other countries’ people. Thus, Taiwanese tourism industries can cooperate with Korean media industries. Through the Taiwanese destinations are introduced in Korean drama, the viewers will have higher intention to travel to Taiwanese destination such as, Yushan National Park, Taroko gorge national park, Kenting National Park, The Queen’s Head Rock, Twin Hearts Stone Weir, 101 building, and so on. Similar to the performance of Korean drama industries, Taiwanese drama industries can learn the way to integrate the beautiful scenes and cater the viewers’ like to design the interesting story or plot in a Taiwanese drama. Being good at using the drama to promote the beautiful place in Taiwan can stimulate the tourism of Taiwan. Wish the reputation of “Formosa” can be well-known in the world.