TV 드라마가 관광목적지 이미지 형성에 미치는 영향: 드라마에 대한 감정반응 및 태도를 중심으로 = The Effects of Affective Responses and Attitude toward TV Film on Destination Image Formation

다국어 초록 (Multilingual Abstract)

This study investigated the role of affective responses toward TV drama series in explaining the images of film locations as tourist destinations. Specifically, it proposed an approach that examined the relationships among affective reactions to TV film, attitude toward film, and destination images (cognitive, affective, and overall images). Affective responses consist of two independent dimensions, i.e. pleasure and arousal. An empirical test using structural equation modeling demonstrated a chain of effects from pleasure generated by TV film, through cognitive images, to the overall image of the screened locations. It revealed that affects generated by TV film had direct effects on the cognitive evaluation of the featured locations.

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