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http://dx.doi.org/10.5392/JKCA.2015.15.01.105

Exploring the Factors Affecting Intention Behavior Gap in K-entertainment Tourism  

Lee, Min-Jae (경희대학교 사회과학연구원)
Kim, Jin-Young (경희대학교 호텔관광대학)
Seo, Won-Seok (경희대학교 호텔관광대학)
Publication Information
The Journal of the Korea Contents Association / v.15, no.1, 2015 , pp. 105-113 More about this Journal
Abstract
This paper investigated Korean popular entertainment (K-entertainment, hereafter) tourism using theory of intention-behavior. Dividing the sample of international visitors to Seoul into the groups of "inclined actors", "inclined abstainers", and "disinclined abstainers," we examined the factors affecting such a division. The results showed that between the inclined actors and the inclined abstainers, there was no significant difference in the years of exposure to K-entertainment contents or the frequency of going to K-entertainment performance in the past. In contrast, the inclined actors were found to have a greater level of knowledge, ability, and cooperation compared to the inclined abstainers. In addition, we found that the K-entertainment performance in Korea was perceived as a substitute, rather than a complement to the performance held elsewhere in the world. Our findings suggest that interests in K-entertainment alone are not sufficient to drive the international visitors' intention to the action of attending K-entertainment performance during their visit to Korea. To this end, this study implies that it is necessary to design attractive tourism packages that include K-entertainment performance.
Keywords
K-entertainment Tourism; Tourism Contents; Behavior Intention Gap; Social Norm; Personal Control;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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