This paper analyzes television commercials (TVCs) launched by Korea Tourism Organization (KTO) from 1999 to 2012. By repeating shots of traditional and Korean popular (k-pop) culture, high-tech machinery, and sportsmanship, it is fair to say that Korean tourism TVCs both reflected and fueled the fad a target audience has for Korea. Hence the commercials not only promoted tourism, they were also projecting national power in general and cultural power in particular. It is surmised that through power projection the TVCs intend to create a country halo effect so that the country’s products and services may enjoy an aspired added value.

Original languageEnglish (US)
Pages (from-to)192-208
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number2
StatePublished - Feb 12 2017


  • Orientalism
  • Television commercials
  • correspondence analysis
  • critical discourse analysis
  • destination image

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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