여행 예능 TV 프로그램을 통한 관광지 노출이 방문 관광객 수에 미치는 영향 : tvN “꽃보다 시리즈”의 사례

초록

This paper examines the impact of the exposure of tourist sites on a TV program (Korea’s reality series of "Over Flowers") on the number of visiting tourists. Unlike previous studies that employ subjective indicators such as sightseeing image, visitation intentions, this study estimates economic effects by employing the number of visiting tourists. Our difference-in-differences estimates suggest that the exposure of foreign tourist attractions through the series of "Over flowers" increases the average number of Korean visitors to the country by 52.7% (about 65,000 visitors). This implies that promotions of sightseeing sites on the screen can be economically effective.

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