近年來，韓國流行文化蔓延至全世界，造成韓流風潮，形成一股當代的流行文化現象。本研究欲探討消費者對韓劇的喜愛程度與消費者對韓國的國家形象和旅遊景點（目的地）形象間的正向關係，並探討國家形象和旅遊景點形象對韓國產品的願付溢價和旅遊意圖的影響。本研究利用便利抽樣法，以網路問卷方式共取得537位有效樣本，以結構方程式（SEM）驗證研究之假設關係。研究發現：(1)受訪者對韓劇喜愛程度與國家形象有正向關係；(2)受訪者對韓劇的愛程度與旅遊景點（目的地）形象有正向關係；(3)國家形象與產品願付溢價有正向關係；(4)國家形象與旅遊意圖有正向關係；(5)旅遊景點（目的地）形象與旅遊意圖有正向關係。本研究據此，提出具體的理論與實務意涵。

In recent years, Korean pop (K-Pop) culture overwhelms the world, results in a surge of Korean wave and becomes a contemporary pop culture phenomenon. This study investigates the positive relationships between likability of Korean dramas, country image and the destination image. Furthermore, the study examines the effects of these factors on the willingness to pay a premium (WTPP) for Korean products and on the traveling intentions to South Korea. With a convenience sampling method and 537 valid questionnaires obtained from an online survey, this study used Structural Equation Modeling (SEM) to test the hypotheses. The findings are as follows: (1)Likability of Korean television (TV) dramas has a positive effect on country image, (2)Likability of Korean TV dramas has a positive effect ondestination image, (3) Country image has a positive effect on willingness to pay a premium of product, (4)Country image has a positive effect on traveling intention, (5)Destination image has a positive effect on travel intention. Accordingly, this study provides theoretical and managerial implications.