Where Does Watching Netflix Lead for Korean Tourism?... Dong-Eui University Research Team Wins Outstanding Paper Award at International Conference

Department of Hotel Convention Management
Exploring How OTT Platform Experiences Influence Tourism Decision-Making

The research team from the Department of Hotel Convention Management at Dong-Eui University has won the Outstanding Paper Award at an international academic conference.

The research team led by Professors Taehwan Yoon and Saerom Wang from Dong-Eui University, along with Professor Juhee Kang from the University of Central Florida (UCF), received the Outstanding Paper Award at the 4th GLOSITH (Global Congress of Special Interest Tourism & Hospitality) Conference held at Xiamen University in China from November 7 to 9, 2025.

The GLOSITH Conference is an international academic event that shares key research in the tourism and hospitality fields. This year, researchers from over 10 countries participated and presented more than 330 tourism-related studies.

The award-winning paper, "From streaming to traveling: The role of OTT platform experiences in shaping tourism decisions," explores how experiences with OTT (Over-The-Top) platforms such as Netflix influence tourism decision-making.

The research team conducted in-depth interviews and surveys with Americans who have never visited Korea to determine how viewing content through OTT platforms affects their choice of travel destinations.

This study is recognized for its outstanding academic contribution and originality, providing scholarly support for the recent increase in inbound tourism to Korea driven by the global popularity of Korean dramas and entertainment programs, and thus earned the honor of the award.

This research was conducted as part of a project selected by the Jungseok Logistics Academic Support Foundation of Hanjin Group. By revealing the link between digital content platforms and travel behavior in the tourism sector, the study offers new insights for tourism marketing, enhancing national image, and establishing content-based tourism strategies.

Additionally, Professor Juhee Kang of UCF, a graduate of the Department of Hotel Food Service Management at Dong-Eui University, has achieved significant results through ongoing academic exchanges with her alma mater.

Professor Taehwan Yoon emphasized, "OTT platforms are becoming the starting point for travel decisions, going beyond simple entertainment," and added, "I hope this research will contribute to the development of new strategies and policies in the tourism industry."

(From left) Taehwan Yoon, Saerom Wang, Juhee Kang, Professors.

This content was produced with the assistance of AI translation services.