A Study on the Influence of K-beauty Content on National Image and Visit Intentions within the Chinese XiaoHongShu App

Abstract

Purpose: This study investigates the factors influencing the popularity of K-beauty in the Chinese market, an audience captivated by K-beauty and Korean tourism. This paper aims to analyze the impact of these factors on Korea’s image and the intention to visit the country.Methods: This empirical analysis included a self-administered online survey targeting 300 Chinese individuals who have experience watching K-beauty content through the Xiaohongshu app. The sample’s ages ranged from teenagers to individuals in their 50s. Collected data were processed using SPSS 26.0, and we employed statistical techniques such as frequency analysis, reliability analysis, factor analysis, correlation analysis, multiple regression analysis, and simple regression analysis.Results: The study yielded the following key findings. Characteristics of K-beauty content was identified as positively influencing Korea’s image; these included (in descending order or relevance) usefulness, expertise, reliability, up-to-dateness, and attractiveness. A positive correlation was observed between the country’s image and the intention to visit. Finally, the characteristics of K-beauty content significantly influence the intention to visit.Conclusion: This study’s results underscore the significance of generating and disseminating high-quality K-beauty content to ensure a positive experience. The findings support strategic collaboration with influencers to promote K-beauty and integrate it with tourism content. Furthermore, we suggest developing K-beauty tourism products tailored for foreigners to position Korea as a hub in the beauty industry. This study’s insights can serve as a foundation to augment travel demand by enhancing the national image and elevating Korea’s appeal as a tourist destination.