드라마 愛着關係가 관광목적지 PPL 效果에 미치는 영향

The Effects of Soap Opera Attachment Relationships on Destination Product Placement

The purpose of this study is to identify the effects of television soap opera attachment relationship on destination product placement. Based on a review of the literature, this study established and tested a SEM model explaining the relationship among television soap opera characteristics, soap opera involvement, soap opera attachment relationship (parasocial relationship, soap opera attachment) and the effects on product placement (e.g.,destination image). To test the research hypotheses, a survey was conducted on 470 college students who watched the selected soap opera. Results identified not only the constructs of the television soap opera attachment relationships, but also the effects soap opera attachment relationships had on destination image. Several practical recommendations were made to enhance the PPL effects in a tourism destination.