Korean TV soap operas: An assessment of the Academia-National Tourism Organisation (NTO) professional communication in the Korea Tourism Organization (KTO) 2013 integrated marketing communication strategy
School of Business and Law
This paper extends the study of the Korean TV soap opera screen-tourism phenomenon by examining the professional communication linkage between academia and the Korea Tourism Organization (KTO), South Korea’s National Tourism Organisation (NTO). The authors analysed a convenience sample of articles in the area of Korean screen-tourism in order to determine the extent to which the academic literature had informed the primary tourism pull factors namely the desire to a) eat what Korans eat, b) play how Koreans play, c) visit where Koreans go, and d) wear what Koreans like to wear as identified by KTO in its 2013 National Integrated Marketing Communication (IMC) strategy. Given that visitor satisfaction could be optimised if each of these “products” are effectively marketed, NTOs should strive to formulate marketing strategies using empirical applied research inputs. This study seeks to determine if policy is congruent with academic research output within a three year period prior to the launch of the IMC strategy, and therefore indicate the role that academic research plays in the formulation of national tourism strategisation with respect to South Korea. Given that Korean TV soap operas have a strong international ‘screen-tourism’ effect engendered by the cultural phenomenon of Hallyu (Korean Wave), the country’s tourism and hospitality industries have prospered. Content analysis of the eight (n=8) journal articles suggest that healthy professional communication between academia and industry exists in Korea. The findings suggest that close symbiotic relationships between tourism academics and policy makers such as NTOs should be fostered in view of attaining research-based strategy optimization.
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