The impact of korean tv dramas on taiwanese tourism demand for korea

Page 1 of 10

The impact of korean tv dramas on taiwanese tourism demand for korea

By | November 2012
Page 1 of 10
Tourism Economics, 2009, 15 (4), 867–873

Research note: The impact of Korean TV dramas on Taiwanese tourism demand for Korea HYUN JEONG KIM

School of Hospitality Business Management, Washington State University, Pullman, WA 99164-742, USA. E-mail: jennykim@wsu.edu. MING-HSIANG CHEN

Department of Finance, National Chung Cheng University, Chia-Yi, Taiwan, ROC. E-mail: finmhc@ccu.edu.tw. HUNG-JEN SU

Department of Management, National Chung Cheng University, Chia-Yi, Taiwan, ROC. E-mail: bmaes@ccu.edu.tw. This study examines the effects of popular Korean TV dramas on Taiwanese outbound travel to Korea between 1997 and the end of 2005. The popularity of Korean TV dramas began with the drama Fireworks, first shown in Taiwan from July to September 2000. Based on that information, the data were divided into two subsamples: January 1997 to September 2000 and October 2000 to December 2005. The Chow tests revealed a significant structural change in the total number of Taiwanese visitors to Korea between the two sample periods. Additional analyses indicated that a significant structural change was attributable mainly to the increase in pleasure travel, further demonstrating the strong effects of Korean TV series in Taiwan. Empirical results support the concept of film-induced tourism. Keywords: TV drama; Korea; Taiwan; outbound travel; Chow tests

Traditionally, South Korea has focused on exporting manufactured goods. However, recently, the country has become known for exporting entertainment products. In May 1994, the Korean Presidential Advisory Board on Science and Technology released its first report regarding the impact of digital technology on economic development. The report pointed out that the Hollywood film Jurassic Park generated revenue equivalent to foreign sales of 1.5 million Hyundai cars (Shim, 2002). The comparison between Hyundai cars and

868

TOURISM ECONOMICS

Hollywood films drew the country’s attention to the importance of media...