Abstract: “The purposes of this research were to measure and compare the effects of tourism promotional videos of South Korea on audience attitudes and intentions. Seventy five audiences were selected to determine whether their attitude and intention levels were changed after viewing the videos. Statistical instruments such as mean, standard deviation, and t-test with the significant level at 0.05 were selected to complete the process of data analysis of pretest and posttest. The results found that after viewing the videos, the level of audience attitudes and intentions significantly increased to be more positive levels. However, gender was not a significant factor. Both male and female were equally influenced by similar effects of tourism promotional videos.”

Keywords: Country Image, Gender Difference, South Korea, Tourism Promotional Video