TV 드라마 속성이 관광 목적지에 대한 시청자의 태도에 미치는 영향

The Impact of TV Drama Contents on Viewer’s Attitudes toward the Destination of the On-Screen Location in Terms of Mediating Effect of Location Difference

This study examines how TV viewers’ awareness of TV drama contents and attributes can affect their communication of the drama considering a mediating variable of the attitude to on-screen location and a moderating variable of the types of on-screen location. Four TV dramas adopting hotels for the use of product placement (PPL), to be included in background drops of respective drama scenes, were selected for empirical validation of the research hypotheses. Product placement in TV dramas is a commonly employed indirect advertising method, not only in the entertainment industry but also in hospitality and tourism industry. A total of 419 effective questionnaires were collected for data analysis and hypotheses validation. Since the research model includes several variables in their causal relationships, this study applied a structural equation model to validate the hypothetical model. Possible implications of this study are that, first, high level of direction, visual style and quality of contents are more affect to viewer’s attitude toward on-screen location than story, characteristic and the main player of TV drama contents. Secondly, product placements in advertisements in overseas locations provide greater viewer affection.