earticle

영어

The purpose of this study is to examine the destination image placed in visual media, specifically in movies and television dramas.
For this purpose, theories related to a destination image are viewed. In fact, the related literatures have stated that destination image plays important role in destination choice behavior. In short, tourists make a decision to visit a certain destination mostly based on its image which tourists have in their mind. Therefore, the most basic purpose of destination marketing strategy is to develope, transform and sustain its image.
As a result of empirical study via frequency analysis about the open-ended question, it was found that visitors at a film location tend to relate its image not only to visual features, such as natural scenery or location's physical features, but also to a single event, a favorite actor(actress) or a theme. Besides, it is discovered that this image differed by the influence of demographic variables and the sources of information.
Understanding of the image of which the visitors have the destination placed in visual media will help opening an effective way of promoting a destination. This implication is important not only for personal perspective but also for local governments.