Korean dance performance influences on prospective tourist cultural products consumption and behaviour intention

Abstract

We examined to what extent viewing the Korean dance performance by Beyond The Scene (BTS) at the 2018 Melon Music Awards influenced global viewers’ purchase of Korean cultural products and tourism behaviour intention. We surveyed 230 prospective tourists from the USA (black adult females = 50%; mean age = 34.9, SD = 1.116) in terms of their preference for Korean cultural products and intention to visit Korea. We conducted structural equation modelling to map the paths among cultural product preferences and tourism intentions. We found that viewing the Korean dance performance by BTS not only increased the purchase of Korean cultural products among participants, but also their tourism behaviour intention. We also found that the purchase of Korean cultural products by participants was associated with increased Korea tourism behaviour intention. We conclude from these data that viewing cultural performances by would-be tourists and their purchase preferences are important for promoting tourism through cultural industries.