See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/317339106

Impact of Popular Culture to Tourism: A Study on The Influence of Watching

Korean Dramas to Female UPLB Students' Desire to Travel to South Korea

Cover Page · May 2017

CITATIONS READS

0 9,018

1 author:

Juvelle Villanueva
University of the Philippines Los Baños
1 PUBLICATION   0 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Juvelle Villanueva on 04 June 2017.

The user has requested enhancement of the downloaded file.

 UNIVERSITY OF THE PHILIPPINES LOS BAÑOS

Department of Social Sciences

Impact of Popular Culture on Tourism: A Study on the Influence of Watching Korean

Dramas to Female UPLB Students’ Desire to Travel to South Korea

Juvelle Pujante Villanueva

Second Year

BA Communication Arts

POSC 10
 ACKNOWLEDGEMENT

This research, as well as the whole POSC 10 experience, has been a rigorous yet
meaningful process that has taught me that learning can go beyond the four walls of our
classroom. I sincerely thank Sir Ron Dangcalan for providing this opportunity of conducting a
research, and for his continuous guidance and encouragements. I would also like to thank
classmates Bianca Dorado, Albert Pagunsan, Aaron De Vera, Rinarhae Seguin, Regine
Pustadahan, and others, for the mutual encouragements and sentiments that we had shared
throughout this course.

I would like to thank the respondents who generously answered the surveys, as well as
all hopeful Filipino Korean drama fans, and all the hardworking people behind Korean and Filipino
TV dramas – they are among the reasons why I have continued to push through with this study.

To Park Bo Gum, Park Hyung Sik, Lee Sung Kyung, BTS, and to all the reasons why I
want to go to South Korea, thank you for inspiring me to do well in this research paper.

I would also like to express my deepest gratitude to all my brods and sisses, especially to
my sponsor, Rya Ducusin, and to the FGU (Fan Girl Unit) in The Rhetoricians, for always
encouraging me to do my best academically; to all my co-staff in UPLB Perspective for their
generous support and understanding; to Mah Homies, and to all my friends who are always willing
to help me in any way they could.

To Mama and Papa, to my family, and most especially to the Lord Almighty, thank you for
your love and for always believing in me.
 Abstract

The purpose of this study was to determine how Korean dramas affect the audience’s
propensity to travel to South Korea. The study employed mixed methods where stratified random
sampling was performed by administering an online survey involving 32 female students from the
University of the Philippines Los Baños. Results show four factors that influenced these Korean
drama viewers’ travel motivation: 1) sceneries and tourist attractions, 2) actors and actresses, 3)
culture, and 4) technological advancements in Korean dramas. The study also found that beautiful
sceneries, and interesting and relatable culture shown in Korean television series were the most
effective in urging the viewers to travel to South Korea, while actors and actresses, and
technological advancements were less influential but still effective in attracting Korean drama
viewers. Using Developmental-State Theory as macro lens, this study also examined how Korean
TV series evolved and eventually contributed to South Korea’s economic catch up. Furthermore,
using Globalization theory, this study provided recommendations on how Filipino TV series can
learn from the South Korean experience.

Keywords: Hallyu, Korean drama, pop-culture tourism, Developmental State Theory,

Globalization, economic catch up
 Table of Contents

Definition of Terms ................................................................................................................... 1

1. Introduction ........................................................................................................................... 2
1.1 Theory ........................................................................................................................... 2
1.2 Context .......................................................................................................................... 2
1.3 Methodology .................................................................................................................. 6
1.4 Thesis Statement ........................................................................................................... 8
1.5 Theoretical Framework .................................................................................................. 8
1.6 List of Annexes .............................................................................................................. 9
2. Body ..................................................................................................................................... 10
2.1 Sceneries featured in Korean Dramas ......................................................................... 10
2.2 Actors and Actresses Portraying in Korean Dramas .................................................... 11
2.3 Culture Depicted in Korean Dramas ............................................................................. 12
2.4 Technological Advancements shown through Korean Dramas .................................... 14
3. Recommendations .............................................................................................................. 15
3.1 Improving Points in Filipino TV Series .......................................................................... 15
3.2 Government’s Role ...................................................................................................... 16
3.3 Incentives for Featuring Local Attractions and Heritage Sites....................................... 17
4. Conclusion .......................................................................................................................... 18
5. References.............................................................................................................................. i
5.1 Journal articles ................................................................................................................ i
5.2 Data sets and reports ..................................................................................................... ii
6. Annexes ................................................................................................................................ iii
A. List of Respondents and contact details ......................................................................... iii
B. Sample Questionnaire .................................................................................................... vi
C. Sample Questionnaire with Answer ................................................................................ ix
D. Data Sets ..................................................................................................................... xiii
E. Other Relevant Data ..................................................................................................... xiv
7. Powerpoint Presentation ................................................................................................... xvi

View publication stats