Effect of Korean Wave on cognitive and affective images of Korea and behavioral intention : Highlighting K-sport in Vietnam

Abstract

Although there persists an increasing interest in studying Korean Wave (Hallyu in Korean) cultural contents, empirical research on the impact of K-sport on destination image and behavioral intention is limited. To fill this gap, this study attempts to expand the research on K-pop and K-drama by introducing the new variable of K-sport. Specifically, this study aims to examine the effects of K-pop, K-drama, and K-sport on cognitive and affective images and behavioral intention using structural equation modeling (SEM). This study also investigates which variable mostly impacts destination image and behavioral intention to visit Korea as a tourist destination. To achieve this objective, this study conducted an online survey for Vietnamese. The results of this study revealed that K-pop, K-drama, and K-sport positively impacted cognitive and affective images, which significantly influenced behavioral intention. Interestingly, K-sport among Korean Wave cultural contents had the highest direct impact on destination images. This study also indicated that K-sport had higher indirect impacts on behavioral intention via destination images than K-pop and K-drama. Cognitive image had a higher impact on behavioral intention than affective image. The findings provide theoretical and practical implications associated with K-sport to the Vietnam tourism market.