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http://dx.doi.org/10.14400/JDC.2021.19.7.087

An Exploratory Study on Tourism-related Behavior of Popular Cultural Tourists Visiting Korea  

Baek, Unji (Department of Tourism & Event Management, Kyonggi University)
Publication Information
Journal of Digital Convergence / v.19, no.7, 2021 , pp. 87-94 More about this Journal
Abstract
The purpose of this study is to categorize tourists according to the types of Korean popular culture as travel motives and to explore their characteristics and behavior in the tourism-related decision-making process. A sample of 12,914 leisure tourists from the 2018 foreign tourist survey data was analyzed using MNL and ANOVA. The popular cultural tourists were categorized into K-food, K-fashion, and K-pop groups. They showed a higher percentage of female tourists, social media usage in the tourism information search, and visits from countries geographically close to Korea. K-pop tourists did not hesitate to choose Korea as the destination and visited Korea the most frequently. They showed the highest satisfaction, revisit intention and recommendation intention, suggesting loyalty and growth potential.
Keywords
Cultural tourism; Hallyu; K-food; K-fashion; K-pop; Social media;
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