Abstract
Daejanggeum (DJG) is a popular Korean television serial drama that boosted the Korean Wave cultural phenomenon in the mid-2000s and led to screen-tourism in South Korea, attracting international visitors to many DJG filmed locations. This study examines the relationship between level of media exposure, audience involvement and on-site screen-tourism experiences. Data were collected at the Daejanggeum Theme Park, an outdoor DJG film set in Yangjoo, South Korea. A total of 701 international tourist visitors completed a survey in Chinese, Japanese and Thai. The study validated a three-dimensional scale of audience involvement and a three-dimensional scale of on-site screen-tourism experiences. This study found that the level of media exposure significantly influenced both audience involvement and on-site screen-tourism experiences; audience emotional and behavioural involvement with DJG significantly affected their on-site screen-tourism experiences.
Original language | English |
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Pages (from-to) | 423-442 |
Number of pages | 20 |
Journal | International Communication Gazette |
Volume | 74 |
Issue number | 5 |
DOIs | |
Publication status | Published - Aug 2012 |
Keywords
- audience involvement
- cross-cultural
- level of exposure
- screen-tourism
- South Korea
- television audience
- tourist experience