South Korea Film-Induced Tourism

Author:

Saad Mazni1,Husin Nor Azilah2,Ramlee Nur Zafirah1

Affiliation:

1. International Islamic University Malaysia, Malaysia

2. Universiti Selangor, Malaysia

Abstract

This study surveyed 150 Malaysian tourists regarding the South Korean drama (K-drama) factors that drew them back to South Korea. The analyses revealed that K-drama was highly successful in enticing the young generation and discovered a clear scenario for Malaysians' response for a repeat visit. The results show that collaboration for the development of heritage tourism should be linked to the national identity and replicated through dramas similar to K-dramas. Universities should work closely with other stakeholders to produce high-quality films for international distribution.

Publisher

IGI Global

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