effects of frequency of viewing korean film on preference ... · past research indicated that...

วารสารการบริการและการท่องเที่ยวไทย

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ปีที่ 12 ฉบับที่ 1 (มกราคม – มิถุนายน 2560)

Effects of Frequency of Viewing Korean Film on Preference for Korea and Intention to Visit Korea

ผลกระทบของความถ่ีในการชมภาพยนตร์เกาหลีต่อความชื่นชอบประเทศเกาหลีและความตั้งใจที่จะเดินทางไปท่องเที่ยวประเทศเกาหลี

WalaipornRewtrakunphaiboonBangkokUniversityInternationalCollege

Abstract Koreanfilmhasbeenverypopular inmanyAsiancountries includingThailand.Past research indicated thatfilmcouldenhancedestinationpreferenceand increase intentiontovisit to the featureddestinations.Thosewhowereexposedtofilmwouldformpositiveattitudes towardsdestinations featured infilmandwouldbe likely tovisit thedestinations.Todate, thisnotionhashardlybeenempirically testedon the differencesbetweenviewersandnon-viewers.Thisstudyincludedagroupofnon-viewersofKoreanfilmandtwogroupsofviewerswhohad lowandhigh frequencyofviewing KoreanfilmtostudytheeffectsoffrequencyofviewingKoreanfilm.Datawerecollected atSuvarnabhumiAirport including610Thai touristswhowere leaving foranypossible countries. This study aimed to testwhether the frequencyof viewing Korean film increasedthepreferenceforKoreaandintentiontovisitKorea.Theresultsshowedthat thehigherthefrequencyofviewingKoreanfilm,thehigherthepreferenceforKoreaandtheintentiontovisitKorea.

Keywords : Koreanfilm,filmtourism,destinationchoice

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วารสารการบริการและการท่องเที่ยวไทย ปีที่ 12 ฉบับที่ 1 (มกราคม – มิถุนายน 2560)

บทคัดย่อ ภาพยนตร์เกาหลีได้รับความนิยมเป็นอย่างมากในประเทศแถบเอเชียรวมทั้งประเทศไทย งานวิจัยในอดีตได้ระบุว่าภาพยนตร์สามารถท�าให้เกิดความชื่นชอบในสถานที่ท่องเที่ยวและเพิ่มความตั้งใจที่จะเดินทางไปท่องเที่ยวยังสถานที่ที่ถ่ายท�าภาพยนตร์ ผู้ที่ได้รับชมภาพยนตร์จะมีทัศนคติในเชิงบวกต่อสถานที่ถ่ายท�าภาพยนตร์และมีแนวโน้มที่จะเดินทางไปท่องเที่ยวยังสถานที่ถ่ายท�าภาพยนตร์ ในปัจจุบันความคิดนี้ยังไม่ได้มี การศึกษาวิจัยเปรียบเทียบระหว่างผู้ที่ชมและยังไม่ได้ชมภาพยนตร์ งานวิจัยนี้จึงได้ท�าการศึกษาผลกระทบของความถ่ีของการชมภาพยนตร์เกาหลีระหว่างคน3กลุ่มคือกลุ่มผู้ที่ไม่เคยชมภาพยนตร์เกาหลีกลุ่มผู้ที่ชมภาพยนตร์เกาหลีเป็นจ�านวนน้อยและกลุ่มผู้ที่ชมภาพยนตร์เกาหลีเป็นจ�านวนมากงานวิจัยนี้ได้ด�าเนินการเก็บข้อมูลท่ีสนามบินสุวรรณภูมิกับกลุ่มตัวอย่างที่เป็นนักท่องเที่ยวชาวไทย ซึ่งก�าลังจะเดินทางไปต่างประเทศซึ่งอาจเป็นประเทศใดก็ได้ จ�านวน610คนวัตถุประสงค์ของงานวิจัยคือ การทดสอบว่าความถี่ของการชมภาพยนตร์เกาหลีจะท�าให้ความชื่นชอบประเทศเกาหลีและความต้ังใจที่จะเดินทางไปท่องเที่ยวยังประเทศเกาหลีมีเพิ่มมากข้ึนได้หรือไม่ ซ่ึงผลของการวิจัยพบว่า เมื่อความถ่ีของ การชมภาพยนตร์เกาหลีเพิ่มขึ้นความชื่นชอบประเทศเกาหลีและความต้ังใจที่จะเดินทางไปท่องเที่ยวยังประเทศเกาหลีจะมีเพิ่มมากขึ้น

ค�าส�าคัญ :ภาพยนตร์เกาหลีการท่องเที่ยวเชิงภาพยนตร์การเลือกแหล่งท่องเที่ยว


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Introduction Film tourismasa formof cultural tourism is a relativelyniche tourism.Film tourism includes thevisits to thedestinationdue to the influenceof television,videoandDVD(Beeton,2005).Itcanbeusedtobuildawarenessandpromoteunknowntourist destinations(Connell,2012).Filmtourismcanprovidepublicityandincreasetheculturalvalueandmeanings for thefilmedlocation (Couldry,1998).Manyfilmedlocationsgain popularityafter thefilmreleasebecausetheseplacesbecomemeaningfulthroughfilm narration(Busby&Klug,2001). Recently, therehasbeenan increasingnumberof touristsvisitingdestinations featuredthroughfilm.Thisphenomenoniscalledfilm-inducedtourismormovie-inducedtourism.ManycountriessuchasUnitedKingdom,UnitedStates,Australia,NewZealandandKoreahavebenefitedfromattractingalargenumberofvisitorsbythereleaseoffilms.Visitingfilmedlocationscanbeanall-yeartouristattraction(Beeton,2004).Ifthisnotion is empirically supported,DestinationMarketingOrganizations (DMOs)may consider employing film to increasenumberof tourist arrivals and tourism revenues for the destination. Over thepast several years, an increasing of Korean culture including film, television series, pop songshasbeen verywell receivedbymanyAsian countries includingThailand.Theriseof thispopularculturesocalled‘KoreanwaveorHallyuorHanryu’hasbeensuccessfulculturalexport forKorea.Koreanfilmhascreated‘Korean fever’amongAsians fromfood,musicandultimately their intentiontovisitKorea.The tourismstatisticsofoutgoingThai touristsvisitingKorea (DepartmentofTourism,2016)showedthatthenumberofThaitouristsvisitingKoreasteadily increasedfrom44,964 in2001to100,336in2009,anincreaseof123%anddramaticallyincreasedfrom100,336in2009to235,984in2015,anincreaseof225%. DuetothepopularityofKoreanfilminAsia,particularlyThailand,andtheincreasingnumberofThaisvisitingKoreaasdiscussed,theresearchquestionofthisstudyiswhetherthe frequencyofviewingKoreanfilmcan increasepreference forKoreaand intention tovisitKorea.Therearetwopurposesofthisresearch.Thefirstistoexaminetheeffectsof frequencyofviewingKoreanfilmonpreferenceforKorea.Thesecondistoinvestigatethe effectsoffrequencyofviewingKoreanfilmonintentiontovisitKorea.Thestudywould providetheoreticalcontributionstoadvanceourpresentunderstandingoftheeffectsof viewingfilmontouristdecisionandpracticalcontributionsforTourismAuthorityofThailand toconsiderusingfilmasanalternativeavenuetopromoteThaitourism.

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Research Hypotheses Previousresearchsuggestedthatfilmcouldenhancedestinationpreferenceandincreaseintentiontovisitthedestination(Riley&VanDoren,1992;Iwashita,2006;Hao&Ryan,2013).Thosewhowereexposedtofilmwouldbemorefamiliarwithdestinations(Iwashita,2008)andwouldbe likely tovisitdestinations featuredthroughfilm (Butler,1990;Kim&Richardson,2003).Twohypothesesofthestudyweretherefore formulated asfollows: H1:HigherfrequencyofviewingKoreanfilmincreasespreferenceforKorea. H2:HigherfrequencyofviewingKoreanfilmincreasesintentiontovisitKorea. Fromthehypotheses formulatedabove, thestudyhasonemain independent variable (frequencyof viewingKoreanfilm).The studyobserves the influenceof an independentvariableontwodependentvariables;preferenceforKoreaandintentiontovisitKorea. Literature Review Filmtourismhasreceivedmuchattentionasanemergingareaintourismresearch.Butler(1990)statedthatfilminfluencedtravelpreferenceofthosewhowereexposedtothedestinationsincefilmprovidedknowledgeofdestinationattributesresultinginpositive attitudestowardsthecountry. Interestandpositive imageofthedestinationcould leadtoanactualvisit to thecountry (Iwashita,2006).Althoughpaststudiessuggestedthatfilmcouldenhancethedestinationpreferenceand increasethe interestofvisiting the destinations, there are limited studies to test theeffectsof viewing filmon tourist decisionbycomparingtheresultsofthosewhowatchfilmandthosewhodonotwatch film. In addition,mostof film tourism studieswere conductedat filmed locations. This researchquestionswhether it is valid to study thosewhohad strong interest inparticular filmandhadalreadydecided tovisit thedestinationsand thendrewa conclusion fromsuchfindings thatfilmhad the influenceon theirdestinationchoice. Thestudy related tofilmtourismneedtobe further researched ina forward-thinking mannertoprovideabetterunderstandingandvalidconclusionontheinfluenceoffilmonthedestinationchoice(Beeton,2010).Theimprovementofthemethodologicalapproachwouldprovidetheoreticalandpracticalinsightsontheeffectsoffilmontouristdecision.

Researchthemesinfilmtourismresearch Theresearch interests infilmtourismaremostly relatedtothreemain researchthemes; film tourists, tourismmarketingand touristdecision-making (Connell, 2012).


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Thefirstresearchthemeisrelatedtofilmtourists.Paststudiesfocusedonaspecificgroupoftouristsvisitingthefilmlocations (e.g.Beeton,2001;Busby&Klug,2001)orexplored theprofilesofthefilmtourists(e.g.Kimetal.,2010;Kim&O’Connor,2011)orexaminedtouristexperienceatthefilmlocations(e.g.Kimetal.,2007;Roesch,2009).Thesecond research theme is tourismmarketing focusingon thedevelopmentofmarketing ideas (e.g. Connell, 2005; Hudson& Ritchie, 2006) or the role of destination image in decision-making (e.g.Frost,2006;Shanietal.,2009). Iwashita (2008) indicatedthatfilmcouldshapedestinationimage,andinfluenceperceptionofthedestinationwhileKimand Richardson(2003)suggestedthatpeoplewhosawplacesfeaturedinthefilmweremore interestedtovisittheplacesthanthosewhodidnotseethefilm.Thethirdresearchthemeisrelatedtotheareaoftouristdecision-making.Paststudiesshowedthatfilmcouldbeamarketingtooltoraiseawarenessandfamiliarityofthedestination(Croy&Heitmann,2011),toenhancedestinationimageoftheunknowndestinationtopopularfilmdestination(Frost,2010)aswellastoincreasefilmtourismtothefilmeddestination(Hao&Ryan,2013). Despitethebenefitsoffilmontourismpromotion,empiricalstudiestoexaminetheeffectsoffilmonthetouristdecisionarestillverylimited.Thepresentunderstandingofthisareaisstilllacking.Connell(2012)commentedthatmoreworkshouldbefurthervalidatedonthefilmtouristsversusthenon-filmtouristssoastogeneralisethefindingsonthisrespect.

Koreanfilmtourismresearch Fromthelate2000s,therewereseveralresearchpaperspublishedininternational journalsfocusingonKoreanfilm.Kimetal.(2007)foundthatdramaserieshelpedforming theimageofKorea.KimandO’Connor(2011)comparedtheprofilesofinternationalfilm tourists inducedbydramaseriesof ‘Daejanggeum’.KimandWang (2012) found thatthe level ofmedia exposure influenced audience involvement and film location experience.The resultsofRajaguru (2014) showed that thevisualandvocaleffects influencedintentiontovisitKorea.RittichainuwatandRattanaphinanchai(2015)indicatedthatspecificfilmtourist showedhigher travelmotivationsassociatedwithaparticularfilmthanthegeneralfilmtourist.Emotionalattachmenttofilmwouldturnviewersinto specificfilmtourists(Kim,2012). Dueto thepopularityofKoreanfilm inThailand, severalpaststudiesprovided insights into the impactofKoreanfilmonThai viewers inmanyways. Inchan (2013)foundthatmostThai respondents liked theplotandfilmsettingofKoreanfilmwhile Chuttrsakulphairatch (2014) indicatedthat thecontinuityofwatchingandtheduration

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ofwatchingsignificantly related toculture imitationandvalueassimilation.Koreawas perceivedasa famousfilmsetting inwhichmanyThai touristswant tovisit (Bunnag& Sabaiwan,2016)andtheexposuretoKoreanfilm influencedonthe intentiontotravel toKorea(Suebsawasde,2008). Although there isaprogress inKoreanfilmresearch inThailand, it isobservedthatstudiesonthefrequencyofviewingKoreanfilmontouristdecisionarestilllimited. Moreover, thereare two suggestions toadvance researchon theeffectsof filmon tourism.First, the researchdesignshouldbe furtherdevelopedtoexaminetheeffectsoffilmontheactualchoiceofdestination.Second,datashouldbecollectedfromthe potential touristswhohave resources topurchase theoverseas trips inorder to truly examinetheactualdestinationchoice(Butler,1990).

Research Methodology ResearchDesign Thisstudyemployedacrosssectionalsurveyadoptingthefundamentalconceptsofa three-groupbetweensubjectquasi-experimentaldesign. In thisstudy,viewingfilmdidnotoccurinthecontrolledlabexperimentbutwasanaturaltreatmentinwhichtherespondentsviewedKoreanfilmduringtheirownfreetime.An independentvariable isthe frequencyofviewingKoreanfilmwhichhasthree levels;donotwatchKoreanfilm(None),lowfrequencyofviewingKoreanfilm(Low)andhighfrequencyofviewingKoreanfilm(High).Classificationoftheselevelswillbediscussedinthenextsection.Thestudy observed the influenceofan independentvariableon the twodependentvariables, namely,preferenceforKoreaandintentiontovisitKorea. SampleandDataCollection Datawere colleted at Suvarnabhumi International Airport and the samplingframeofthestudywasThaitouristsagedatleast20yearsoldwhowereleavingforany possible overseas destinations. The sample sizewas 610. This study employed a multi-stage sampling technique to collect data. First, simple random sampling techniquewasused to select7days inamonth tocollectdata.Second, systematic randomsamplingwasusedtocollectdata foreveryotherdeparturegate foreachdayofdatacollection. Third, systematic randomsamplingwasused toselecteveryfifth passenger to complete thequestionnaire.The researcher requested thepermissionfromAirportAuthorityofThailand tocollectdata in frontof thedeparturegates.The completionoftheself-reportedquestionnairedidnottakelongerthan12minutes.Atotalof700questionnairesweredistributedtothevoluntaryparticipantsand620questionnaires


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werereturned.Theresponseratewas88.57%.Therewereonly610questionnairesusablefordataanalyses. Instrument Thisstudyusedaquestionnairesurveyasameasurement.Measurementscalesfrompaststudieswereadoptedforthestudyandpanelofexpertswerealsoconsultedtocheckcontentvalidityandto reviewthescales.Furthermore, thequestionnairewas approvedbyUniversityEthicsCommitteeforHumanResearchbeforecollectingdata. Inthisstudy,themeasurementoffrequencyofviewingKoreanfilmwasadoptedfromKim&O’Connor (2011)usingone itemtoask for thenumberofKoreanfilmthe respondentshadviewedfromtelevision,DVD,cableTV,satelliteTV, internetorcinema. Themeasurementofpreference forKorea, thestrengthsofattitudetowardsKoreaas atouristdestination,wasadoptedfromKimetal.(2008).Thisstudydevelopedthreeitemsbyaskingtherespondentstorateona5pointLikertscalerangingfromagreetheleast (1)toagreethemost(5)onthethreestatements;(a)IthinkKoreaisaninterestingdestination (b)WheneverIwouldliketotraveloverseas,IwillthinkofKoreaand(c)IthinkKoreaisanattractivetouristdestination.ThereliabilityofthisscalewastestedandCronbachalphawas0.88,showingtheinternalconsistencyofthescale.IntentiontovisitKorea,perceived likelihoodofvisitingKoreaforholiday,wasdevelopedfrompaststudies(Hahm&Wang, 2011;Kim,2012)usingthreeitems.Similarlytothemeasurementscaleofpreferencefor Korea, the respondentswerealsoaskedto rateona5pointLikert scale ranging from agreethe least (1) toagreethemost (5)onthethreestatements: (a) I intendtotraveltoKorea formyholiday (b) IplantovisitKoreaandhave informationaboutKoreaand (c)IhavethetendencytovisitKorea.ThereliabilityofthisscalewastestedandCronbachalphawas0.92,showingtheinternalconsistencyofthescale.

Research Findings SampleProfiles Thesampleconsistedof610respondents.Two-thirdsoftherespondents(65.9%)were female.A littleoverhalfof the respondents (55.2%) fellbetweentheage range between20and39yearsold.Almosthalfof the respondents (47.0%)wassingleand almosttheotherhalf(47.7%)wasmarried.Regardingeducationbackground,overtwo-thirdsoftherespondents(77.7%)heldatleastabachelordegree.Foroccupation,alittleoverhalfoftherespondents(55.7%)workedinthebusinesssector.Overhalfoftherespondents(54.7%)hadmonthlyincomebetween20,001-60,000baht.

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FrequencyofviewingKoreanfilm Aroundone-thirdof the respondents (31.3%)didnotwatchKoreanfilmwhile aroundtwo-thirds (68.7%)oftherespondentswatchedKoreanfilm.Thenumberoffilmwatched ranged from1 to100films.Themeanofnumberoffilmwatchedwas9.20 (SD=13.49).Topreparethemainindependentvariableforstatisticalanalyses,thenumber ofKoreanfilmwatchedwasdividedintothreegroups;‘none’group-didnotwatchKorean film(31.3%),‘low’group-watched1-5Koreanfilms(39.7%)and‘high’group-watched morethan5Koreanfilms(29%).Eachgroupconsistedofapproximatelyone-thirdofthetotalrespondents.

Effects of frequency of viewing Korean filmondestination preference and intentiontovisit OnewayMANOVAwasused to test the twohypothesesThefirsthypothesis predictedthathigher frequencyofviewingKoreanfilm increasedpreference forKorea.ThesecondhypothesispredictedthathigherfrequencyofviewingKoreanfilmincreasedintention tovisitKorea.Themultivariate resultswere significant,Wilk’sLambda=.86, F(4,1212)=23.08,p=.00. For thefirsthypothesis, follow-upunivariateANOVAs showed that therewere significantdifferencesbetweenthethreegroupsonpreferenceforKorea,F(2,607)=40.18,p=.00.Themean ratings for threegroupswerenon-viewers group (M=2.98,SD=0.89), viewerswithlowfrequencygroup(M=3.42,SD=0.67)andviewerswithhighfrequencygroup(M=3.67,SD=0.68).TheresultssuggestedthatthosewhowatchedKoreanfilmhadhigherpreferenceforKoreathanthosewhodidnotwatchKoreanfilm.Scheffeposthoctestswereconductedinallpossiblepairwisecontrasts.Threepairsofgroupswerefoundtobesignificant(p=.00).ThosewhowatchedKoreanfilmperceivedhigherpreferenceforKoreathanthosewhodidnotwatchKoreanfilm.ThemeandifferencebetweenthosewhodidnotwatchKoreanfilm(None)andthosewhowatched1-5Koreanfilms (Low)was0.44. Ontheotherhand,themeandifferencebetweenthosewhodidnotwatchKoreanfilm(None)andthosewhowatchedmorethan5Koreanfilms(High)was0.69.Thisrevealedthat the frequencyof viewingKoreanfilmhada significanteffectonpreference for Korea.Thetestsalsoshowedthatthosewhowatchedmorethan5Koreanfilms (High) perceivedhigherpreference forKoreathanthosewhowatched1-5Koreanfilms (Low). Themeandifferencebetweenthese twogroupswas0.25.Therefore,higher frequencyofviewingKoreanfilm increasedpreferenceforKoreaandthusthefirsthypothesiswas accepted.Table1showsmeandifferencesforpreferenceforKorea.


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Table1MeandifferencesforpreferenceforKorea

*Themeandifferenceissignificantatthe.05level

Forthesecondhypothesis, follow-upunivariateANOVAsshowedthattherewere significantdifferencesbetweenthethreegroupsonintentiontovisit,F(2,607)=45.43,p=.00.Themeanratingsforthreegroupswerenon-viewersgroup(M=2.69,SD=0.99),viewerswith low frequencygroup (M=3.26,SD=0.86), viewerswithhigh frequencygroup (M=3.55,SD=0.83).TheresultssuggestedthatthosewhowatchedKoreanfilmhadhigherintentiontovisitKoreathanthosewhodidnotwatchKoreanfilm. Scheffeposthoctestswereconducted inallpossiblepairwisecontrasts.Threepairsofgroupswerefoundtobesignificant(p=.00).ThosewhowatchedKoreanfilm(LowandHigh)perceivedhigherintentiontovisitKoreathanthosewhodidnotwatchKoreanfilm(None).ThemeandifferencebetweenthosewhodidnotwatchKoreanfilm(None)andthosewhowatched1-5Koreanfilms(Low)was0.57.Ontheotherhand,themean differencebetweenthosewhodidnotwatchKoreanfilm(None)andthosewhowatchedmore than5Koreanfilms (High)was0.86.This revealed that the frequencyofviewing Koreanfilmhadasignificanteffecton intentiontovisitKorea.Thetests furthershowedthat thosewhowatchedmore than5Koreanfilms (High)hadhigher intentiontovisit Koreathanthosewhowatched1-5Koreanfilms(Low).Themeandifferencebetweenthesetwogroupswas0.29. Inotherwords,higherfrequencyofviewingKoreanfilmincreased intentiontovisitKorea.Therefore,thesecondhypothesiswasaccepted.Table2showsmeandifferencesforintentiontovisitKorea.

Table2MeandifferencesforintentiontovisitKorea

Group Mean Low - None High - None High - Low

None 2.98 - - -

Low(watch1-5film) 3.42 .44* - -

High(watchmorethan5film) 3.67 - .69* .25*

*Themeandifferenceissignificantatthe.05level

Group Mean Low - None High - None High - Low

None 2.98 - - -

Low(watch1-5film) 3.42 .44* - -

High(watchmorethan5film) 3.67 - .69* .25*

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Discussion Thefindingssupportedthetwoproposedhypothesespredictingthat thehigherthe frequencyofviewingKoreanfilm increasedpreference forKoreaand intention tovisitKorea.ThosewhodidnotwatchKoreanfilmperceived the lowestpreference for KoreaaswellasintentiontovisitKorea.PreferenceandintentiontovisitincreasedinthegroupswhowatchedKoreanfilm.Furthermore,thehigherthenumberofKoreanfilmsthe respondents viewed, the higher preference for Korea and intention to visit Korea perceived.TheresultsshowedthatthefrequencyofviewingKoreanfilmhadasignificant effectonbothpreferenceforKoreaandintentiontovisitKorea. Paststudiesconductedatfilmedlocations(e.g.Kimetal.,2010;Kim&O’Connor,2011)providedevidencesthatfilmcouldincreasetouriststofilmedlocations.Theresultsconfirmedpaststudiesthatexposuretofilmcouldenhancepreferenceand interest tovisitthedestination(Butler,1990;Iwashita,2006;Hao&Ryan,2013).Paststudies,however,only includedfilmviewersorstudentsasthesample inwhichConnell (2012)criticized that suchdesignswould lead to themisleading results. Thepresent studymade attempts to improve the researchdesignby including a groupof non-viewers and collectingdatafromthosewhohavethepotentialsandresourcestotraveloverseas.This studyempiricallysupportedthenotionthatviewerswhosawthedestinationsfeaturedinfilmweremorelikelytovisitthedestinationsthanthosewhohadneverwatchedthefilm(Kim&Richardson,2003).Thisstudyprovidedfurtherinsightstothepresentunderstandingoftheeffectsofviewingfilmthatasthenumberoffilmviewedincreased,thedestination preferenceandintentiontovisitKoreawouldincrease.

Conclusion This studyshowedthat the frequencyofviewingKoreanfilmhada significant effectonbothpreferenceforKoreaandintentiontovisitKorea.ItfurtherfoundthatthehigherthefrequencyofviewingKoreanfilmincreasedpreferenceforKoreaandintentiontovisitKorea.Thisstudyprovidescontributionsinthreefolds.First,itprovidestheoretical contribution to thepresentunderstandingof theeffectsoffilmon touristdecision. Paststudiessuggestedthatfilmcouldenhancepreferenceandincreaseintentiontovisit. Todate, thisnotionhashardlybeen testedon thedifferencesbetweenviewersand non-viewers.This studyprovides furtherevidencethat there isa significantdifference betweenviewers andnon-viewersondestinationpreferenceand intention to visit. Second, it providesmethodological contribution by introducing an alternative researchdesignto test theeffectsoffilmtosupport the resultsofpaststudieswhich


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theirmethodological issues remain questionable. This study included a groupof non-viewers of Korean film and two groups of viewers who had low and high frequencyofviewingKoreanfilm.Thedifferencebetweentheresultsoftwogroupscanbe comparedand theeffectsofviewingKoreanfilmcanbedrawn fromsuchadesign.Third, thestudyprovidespracticalcontributions forDMOsthatfilmhas theeffectson destination selection.Thosewhowere exposed to the film tended to favour the destinationsandwere likely tovisit thedestination.This studyalso reveals that the frequencyof theexposurewith thedestination throughfilmcan increasedestination preferenceandintentiontovisit.

Recommendations Recommendations for future studies canbeon replicationof the studywith differentnationalitiesof touristsoratdifferentgeographical locations.Researchdesigncanbefurtherdevelopedbyusingthetrueexperimentdesign.Futurestudiesincludethe pre-test, the treatmentand thepost-test.Recommendations forTourismAuthorityof ThailandandMinistryofTourismandSportswouldbeon thebenefitsof filmasa powerfulmarketingstrategy for tourismproductplacement.Filmcanbeusedtobuild awarenessofdestinationandprovideknowledgeofdestinationattributessuchasscenery, nature, culture, foodandpeople.Consistentlyproviding thepotential touristswith positivedestinationimagecanhelpthepotentialtouristsformpositiveattitudestowardsthefeatureddestination.LessonlearnedfromKoreanfilmcanprovideinsightsforThailandandothercountriestoconsiderusingfilmtopromotebothknownandunknowntouristattractions.

Acknowledgements Thispaper ispartof the research reporton“Effectsof frequencyof viewing Koreanfilmondestinationchoice” fundedbyBangkokUniversity.This researchwas presented in12thAsiaPacificCHRIE2014Conference.The researcherwould like to thankBangkokUniversity for funding this researchproject,BangkokUniversityEthics CommitteeforHumanResearch,Assoc.Prof.Dr.YothinSawangdeeandall reviewersfortheirvaluablecomments.

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