Abstract
The Food ''Hallyu'' that started with K-DRAMA and K-POP is now gaining more momentum, spreading to China. The purpose of this study is to develop a new variable called “K-FOOD Involvement” and to examine the relative effects of Affective and Cognitive Country Image on K-FOOD Involvement, Korean Food Image and Food Tourism Behavioral Intention. The convenience sample consists of 257 Chinese residents in Beijing and Shanghai in China. Descriptive statistic, Factor Analysis, Reliability Analysis and Structural Equation Modeling were used to examine the relationships among the study variables. The results were as follow: First, Affective Country Image has positive effects on K-Food Involvement and Korean Food Image while Cognitive Country Image does not have significant effects on those variables. Second, K-Food Involvement has a positive effect on Korean Food Image, which, in turn, has a positive effect on Korean Food Tourism Behavioral Intention. The current study also provides academic and practical implications for food tourism research and the food tourism industry.
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