Document Type

Journal Article

Publisher

Africa Journals

School

School of Business and Law

Comments

Originally published as : Suhud, U. & Willson, G. (2018). The image of India as a Travel Destination and the attitude of viewers towards Indian TV Dramas. African Journal of Hospitality, Tourism and Leisure, 7(3) , 1-13. Original article can be found here

Abstract

For a few decades now, various television stations in Indonesia have been broadcasting foreign drama series including those from a range of Asian countries, such Korea, India, Turkey, Thailand and the Philippines . This study aims to explore attitude towards Asian drama in those countries and the destination image of the country where the drama emanates from as perceived by the audiences. This study applied a mixed-methodology approach in order to explore particularly attitudes towards foreign television drama productions. There is a paucity of study exploring the attitudes of audiences towards Indian television dramas and a limited study focussing on the image of India as a preferred travel destination. Data was collected using an online instrument and participants were selected as a convenience sample. The attitude towards foreign television dramas was measured using items that were adapted from the qualitative study results, whereas for measuring destination image, an existing scale was employed. This study found that the attitudes of audiences towards Indian drama and their image of India had no dimension (one factor). The study also reported that attitude towards Indian dramas had a significant impact on the image of India as a travel destination and vice-versa. Recommendations for future study and tourism marketing are discussed.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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