| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 106 === Abstract
Under the influence of the Korean dramas, it not only starts a trend of people becoming Korean maniacs, it also promotes the famous tourist spots which are being filmed in the Korean dramas. It has also created a wave of theme sightseeing tours based on the drama shows. Moreover, the numbers of Taiwanese traveling to South Korea each year have increased dramatically everyday .This study targeted on a private high school students in Taichung City. It studied the level of traveling willingness in correlation to the embedded marketing and emotional attachment in the Korean dramas.
In this study, a general survey was conducted. A total of 447 questionnaires were distributed, with an effective returned rate of 100%. The survey results showed that the majority of this student group watching Korean drama are female. Although most of them had never been to Korea, they looked forward to traveling to Korea. The main reason may be the low average monthly pocket allowance which is less than NT $3,000. However, within the survey, the most often watched types of drama are the idol dramas and Korean dramas, so we can see that students love the Korean dramas. Regression analysis showed that the embedded marketing of Korean dramas had a significant positive impact on the emotional attachment and the travel intentions. Nevertheless, the embedded marketing had a greater impact on the travel intentions. In addition, through the analysis of independent sample T test and the analysis of variance (ANOVA), the variable on of the high school student’s personal background has a significant impact on the embedded marketing, the emotional attachment and the travel willingness.
This study suggests that Korean drama should embed more of the famous attractions, the culture and the gourmet food of South Korea. Through the Korean media, young people can generate more cultural approval towards South Korea and further raistheir desire to travel to South Korea.
【Keywords】: Embedded Marketing, Emotional Attachment, Willingness of Traveling
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