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...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
