The Hallyu influences on travel motivation to Korea of Vietnamese Millennials and Generation Z: A case study on Korean dramas and movies
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- Studentoppgaver (SV-NHS) 
Growth of affordable tourism and expansion of Korean pop-culture, also known as Korean wave or Hallyu, are seen as factors that especially impact consumer habits of Millennials and Generation Z. This dissertation analyses the broad term of film-induced tourism with a specific case study of Korean dramas and movies as an influential factor motivating travel among Vietnamese young adults classified as Millennials and Generation Z. The analysis describes psychological factors, precisely travel motivation shaping decision-making process in tourism, and phenomenon of film-induced tourism. Thesis posed by this dissertation is supported by a practical exercise realized as a survey with a questionnaire designed as a set of nominal and 5-point Likert scale questions. Results of the survey are analyzed and discussed in detail.The findings confirm a relationship between Korean dramas, movies and travel decision of Vietnamese young adults where Korean dramas and movies exert their influence mainly on shaping image of featured locations and promoting awareness of Korea as a tourism destination. The findings also reveal that a low correlation between the level of exposure and travel decision as well as a moderate correlation of the level of affinity with travel decision. Moreover, two new determinants have been extracted from ten motivational elements, namely intrinsic desire and extrinsic factor which are seen as the primary motives behind travel decision.