International Journal of Sciences: Basic and Applied Research
Abstract
This study analyzes one of Hallyu wave’s predominant type, K-drama, and its effect as a motivation for viewers to travel to South Korea. It determines which of the K-drama elements, using [82] travel motivational appeals, the 3P’s (Place, Personality, and Performance), is the most effective appeal. It is a qualitative research in a form of a content analysis, wherein the gathered data will be examined and investigated. The study used secondary data to help support its content. Furthermore, three well-known K-dramas from the year 2017 to 2019 was used in the study and will be analyzed through nine popular blogs, to identify which element influences the motivation of the tourists to visit a filming location in South Korea. The nine blogs were gathered using convenience sampling, and a total of 81 blog reviews were collected to be analyzed and help determine the result. Results of the study revealed that Personality is the most effective K-drama element, with reasons that the casts were popular and some were recognized multiple times by the viewers for their excellent acting performances. The popularity of these actors/actresses have contributed to the growth of tourism in South Korea, with viewers/tourists visiting a filming location from the K-dramas they had watch. This study would be useful in understanding what part of a K-drama led to tourists visit filming locations in South Korea and to know that K-dramas can be further be utilized to promote other destinations aside from the popular locations in South Korea
