This study aims to investigate the influence of popular Korean wave on tourism motivation and destination image in Korea. For the study, it investigated how K-Movie, K-Drama, K-Pop, and K-Food have influences on tourism motivation and destination imag...
This study aims to investigate the influence of popular Korean wave on tourism motivation and destination image in Korea. For the study, it investigated how K-Movie, K-Drama, K-Pop, and K-Food have influences on tourism motivation and destination image of Korea. It means that the focused on how the use of Korean wave cultural contents affects the tourism motivation and destination image also how tourism motivation effects on destination image of Korea. This work is finally directed to increasing regional or national tourist incomings through the improvement of the tourist destination image.
In the present study, the literature survey has been extensively made and the practical investigation has been performed to collect the real data from the Chinese , mainly University students in Jilin province. 263 questionnaires have been collected effectively, and these have been employed for the SPSS 21.0 analysis. A frequency analysis has been carried out to obtain the general properties of the samples, and the Multiple Regression method has been employed to assess the validity of the present study model.
The major results obtained are summarized as follows: That the use of K-Pop had most positive impacts on the tourism motivation then K-Pop and K-Movie, but only the use of K-Food had not influence on the tourism motivation. In addition, Destination image of Korea was significantly influenced by the use of K-Pop and K-Movie, K-Drama in turn. However, it is negatively affects by the use of K-Food. Furthermore, only consumption and Korean Wave motivation had positively influenced on destination image of Korea. However, curiosity, accomplishment, social contact motivation had no influence on it.
With this character direction, presented a ongoing search that current korean wave tourism market measurement from governmental dimension, korean wave tourism goods development which applies the contents from enterprise dimension, theoretical foundation data triangular position from scientific dimension.
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