드라마 愛着關係가 관광목적지 PPL 效果에 미치는 영향

• 영문명: The Effects of Soap Opera Attachment Relationships on Destination Product Placement
• 발행기관: 한국관광학회
• 저자명: 정성애
• 간행물 정보: 『관광학연구』제33권 제5호, 433~451쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형과 연구방법

Ⅵ. 분석결과

Ⅴ. 결론 및 논의

참고문헌

키워드

관광목적지 드라마 애착관계 페러쇼셜 상호작용 드라마 관여도 드라아 애착 Destination product placement,Soap opera attachment relationship,Parasocial relationship,Soap opera involvement,Soap opera attachmen