Does a Food-themed TV Drama Affect Perceptions of National Image and Intention to Visit a Country? An Empirical Study of Korea TV Drama

Seong Seop Kim, Miju Kim, Jerome Agrusa, Aejoo Lee

Research output: Journal article publicationJournal articleAcademic researchpeer-review

39 Citations (Scopus)


A Korean TV drama series (Daejanggeum), with a story line focusing on Korean food, was exported to over 50 countries resulting in a surprisingly popular mega-hit. The popularity of this TV drama, transcended across countries and cultural boundaries, has brought an enhancement to the national image of Korea or national brand, and led to a surge in sales of Korean industrial products, as well as an increased interest in Korean tourism resources. This study attempted to empirically investigate the effects of the TV drama series on the national image and intention to visit Korea as perceived by Chinese diners. Interestingly, the "peculiarity of Korean culture" was a main reason for preferring Korean cuisine, which positively affected the perception of the national image and the intention to visit Korea to partake in food tourism. Further, this study suggests that future studies are needed to compare the results of this research according to national, ethnic, regional, or religious boundaries. The comparison of other ethnic groups will be helpful for establishing different marketing strategies according to the different cohorts with different consumption patterns.
Original languageEnglish
Pages (from-to)313-326
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 1 May 2012
Externally publishedYes


  • destination
  • food
  • image
  • intention
  • TV drama

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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