韩剧对中国公民赴韩旅游意愿的影响——以高校女大学生为例

An Empirical Study of the Influence factors of South Korean TV Soaps on Chinese people’ s Travel willing for South Korean:A Case Study of Female College Students,China

随着韩剧热播,我国赴韩旅游人数在相应增加。那么,韩剧是否会对我国公民的赴韩旅游意愿产生影响?基于这种思考,在综述前人研究成果的基础上,从韩剧认知、收看动机及影视旅游动机出发,设计了包含38个测量题项的调查问卷,以高校女大学生为研究对象搜集研究数据,采用SPSS软件对调查问卷进行统计分析,通过探索性因子分析,得出6项公因子,然后建立二元logistic回归模型,实证分析了6项公因子对中国公民赴韩旅游意愿的影响机理。研究发现,67.1%的女大学生在收看韩剧后产生了赴韩旅游意愿,情感表达与水平高、充满吸引力、寻求愉悦、寻求新的旅游体验、印证与寻梦等显著正向影响女大学生游客赴韩旅游意愿,而消磨时光与女大学生的赴韩旅游意愿没有显现出显著的相关性。文章还讨论了以上结论对我国出口国产剧的启示及未来研究的方向。

Based on the perspective of female college students,from three aspects of South Korean dramas cognitive,motivation of Watching,and motivation of film or television tourism,as well as through depth interview and questionnaire survey,this study explores the impacts of Korean dreams to Chinese people’ s willingness for traveling to Korean. By factor analysis and principal component analysis,extracting six common factors of three aspects,and then Binary regression analysis was carried out on the six common factors and the willing for traveling to South Korean. Results show that among the six factors,only the "Emotion Expression"、 "Full of appeal"、"For pleasure"、"Search for a new travel experience"、"For verification and worship"are the causing factors of female college students’ travel willing for south Korean,and the "Kill time" has not influenced effect to travel willing. Finally,this article also puts forward the suggests for china’ s film tourism development.