Push Factors of Visiting Korean Film Locations

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Walaiporn Rewtrakunphaiboon

Abstract

Film has been regarded as one of the powerful indirect marketing strategies to promote tourism.  Past studies indicate that film can create awareness and enhance appeals for film locations. To date, there is limited attention on testing whether film can be the driving forces to visit film locations. This study compares viewers and non-viewers of Korean film to examine whether and how film can be the push factors of visiting Korean film locations.  The study focuses on Thai tourists as a sample. The results show that Korean film can be the push factors for viewers to visit Korean film locations.  There are the differences in push factor items between viewers and non-viewers of Korean film. The study provides theoretical contributions to film-induced tourism and practical implications for tourism industry to market targeted tourist destinations.

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References

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