K-popularizing inbound tourism: The influence of K-pop on K-pop fans’ perception of South  Korea as a travel destination

This study aims to empirically assess the influence of K-pop music on the perception of South Korea as a desirable travel destination among foreign K-pop fans. Investigating the multifaceted factors that attract visitors, including the roles of government initiatives and corporate efforts, the research explores the significance of K-pop within the broader context of influences on foreign K-pop fans’ decisions to visit South Korea. Through survey data collected from 1751 K-pop fans, the results demonstrate that K-pop has a substantial impact on their perception of South Korea, contributing positively to the country's image as a tourist destination. Furthermore, the research underscores the continued value of government and corporate efforts to attract visitors, particularly through the creation of K-pop-related locations for fan visits. While K-pop does not emerge as the primary motivational factor for half of the respondents, it emerges as the most influential factor shaping the...Show moreThis study aims to empirically assess the influence of K-pop music on the perception of South Korea as a desirable travel destination among foreign K-pop fans. Investigating the multifaceted factors that attract visitors, including the roles of government initiatives and corporate efforts, the research explores the significance of K-pop within the broader context of influences on foreign K-pop fans’ decisions to visit South Korea. Through survey data collected from 1751 K-pop fans, the results demonstrate that K-pop has a substantial impact on their perception of South Korea, contributing positively to the country's image as a tourist destination. Furthermore, the research underscores the continued value of government and corporate efforts to attract visitors, particularly through the creation of K-pop-related locations for fan visits. While K-pop does not emerge as the primary motivational factor for half of the respondents, it emerges as the most influential factor shaping the intention to visit South Korea.Show less

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K-popularizing inbound tourism: The influence of K-pop on K-pop fans’ perception of South Korea as a travel destination