自2000年以來，台灣每年到韓國旅遊，去參觀韓劇中出現之場景的人數與時俱增。其實這種由戲劇引領的觀光潮流，韓劇並非獨領風騷，歐美各國均早已注意到影視旅遊市場潛力，除戮力深耕此市場外，也有許多學者投入心力研究影視旅遊市場的消費者決策模式。早期影視旅遊中的觀光效益僅是戲劇娛樂之外的副產品，不過現今已有許多地方行銷人員積極與影視產製者合作，透過規劃性的操作，將觀光景點置入電影、電視劇中。本研究鑑於韓劇在臺的風行，且台灣近年來也努力自製本土之偶像劇，因此希望能借鏡韓國，讓台灣偶像劇也能成為行銷台灣的利器。
本研究之主要變數為人口統計變數、韓劇之收視行為、韓國地方形象與至韓國旅遊之動機與意願，希望能藉此研究瞭解「人口統計變項是否會影響韓劇收視行為、韓國形象，以及到韓國旅遊的意願?」、「韓劇觀眾不同的收視行為是否會造成韓國形象之差異?」、「韓國形象是否會影響到韓國旅遊動機與旅遊意願?」。本研究所得之重要結果如下所述：
1、性別會造成個人韓劇收視行為、對韓國的印象、到韓國旅遊意願及動機的差異。而女性的韓劇收視量、涉入程度、收視動機、屬性注意程度，與對韓國的印象、到韓國旅遊意願及動機均高過男性。
2、個人的韓劇收視行為會影響其對韓國的印象。個人對韓劇的收視量、涉入度、收視動機、屬性注意程度越高，則對韓國的印象越好。
3、個人對韓國的印象越好，則其到韓國旅遊的動機與意願也就越高；而韓國印象中最重要的就是「高旅遊知名度與評價」因素，這是吸引消費者前去韓國觀光最重要的因素。

Film tourism is a growing phenomenon worldwide. In the past, tourist benefit is serendipity of a movie or miniseries, however, the contemporary destination marketers systematically manipulate to place sights in the movie or miniseries for attracting tourists.
In view of the Korean fad arising from Korean miniseries in Taiwan, and in recent years, Taiwan’s devotion to production of local miniseries, I hope this paper can provide some inspiration from Korean experience of film tourism for film producers and destination marketers in Taiwan.
There are five dimensions in this research, including demographics, TV-watching habits, image of Korea, intention of travel, and motivation of travel. The purposes of this study are to understand：”how demographics make differences to individual TV-watching habits, image of Korea, intention of travel, and motivation of travel.”, “how individual TV-watching habits affect image of Korea.”, “how image of Korea affect intention of travel, and motivation of travel?”. The results of this article are listed as following：
1、gender makes differences to individual TV-watching habits, image of Korea, intention of travel, and motivation of travel. Female’s degree of exposure, involvement, degree of concentration, watching motivation, Korean image, intention of travel, and motivation of travel are higher than male’s.
2、individual TV-watching habits have significant effect on image of Korea. The higher the degree of exposure, involvement, concentration and watching motivation, the better the image of Korea is.
3、the better the image of Korea, the stronger the intention of travel, and motivation of travel are. The most important factor in the image of Korea is “high recognition and praise”.

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