The Role of the Korean Media in Shaping Sustainable Tourism Among American Audiences

The global popularity of South Korean dramas (K-dramas), central to the “Korean Wave”, has significantly influenced international perceptions of Korea and its tourism appeal. This study examines the impact of K-drama consumption on American audiences’ intentions to visit South Korea, with a focus on the sustainability messaging embedded within the media. Integrating the theory of planned behavior (TPB) and uses and gratifications theory (UGT), this research explores how cultural perceptions and the engagement with Korean culture shape sustainable tourism attitudes and travel intentions. A survey of 554 U.S.-based participants reveals that positive cultural perceptions foster engagement, which mediates the relationship with sustainable attitudes and intentions to visit Korea. Furthermore, sustainability messaging in K-dramas enhances the connection between cultural engagement and eco-conscious travel behaviors. The findings highlight the influential role of the media in shaping sustainable tourism and offer strategic insights for leveraging K-dramas in tourism marketing. While K-dramas may not fulfill a direct diplomatic function, they contribute to Korea’s soft power by enhancing cultural exposure.