Abstract
This study aims to understand the impact of six success factors of K-pop on the national image of Korea perceived by global viewers and SNS citizenship behavior. In addition, this study seeks to validate the impact of the national image of Korea/SNS citizenship behavior, as defined in the foregoing, on tourist behavioral intention. Our analysis was conducted within the theoretical frameworks of the SERVQUAL, Image Theory, and the Theory of Planned Behavior. To that end, 1247 global viewers (eight countries) who have listened, watched and searched for information on K-pop are surveyed. Four statistical programs (SPSS/SmartPLS/GSCA Pro/JASP) are used for regression analysis and structural equation modeling. The results indicate the following. (1) Four K-pop success factors (producers, casting, producing/promotion, and contents) demonstrate a statistically significant positive influence on national image. (2) Two K-pop success factors (casting and producing/promotion) demonstrate a statistically significant positive influence on SNS citizenship behavior. In addition, K-pop contents has a statistically significant positive influence on SNS citizenship behavior (only in SPSS). (3) National image has a statistically significant positive influence on SNS citizenship behavior; and national image and SNS citizenship behavior have a statistically significant positive influence on tourist behavioral intention. As an exemplary cultural product, K-pop is creating economic added value. It is necessary to establish the measures to integrate K-pop in product planning and PR for sustainable marketing for Hallyu tourism.
Highlights
IntroductionKorean popular music (K-pop) enjoys worldwide recognition
Introduction published maps and institutional affilKorean popular music (K-pop) enjoys worldwide recognition
A multicollinearity analysis was performed to confirm the properties closely related to the independent variables; the variance inflation factor (VIF) was 4.019 or less, indicating no problems
Summary
Korean popular music (K-pop) enjoys worldwide recognition. K-pop slowly advanced onto the international stage in the late 1990s [1]. K-pop was popular mainly in East Asia. For this reason, numerous media and scholars attributed K-pop success to the common culture of Confucianism at the time [2]. The popularity of K-pop has expanded beyond East Asia and is growing in Europe, North and South America, and Africa [3]. Due to its media-friendly nature, K-pop has proven to be resilient even during the COVID-19 pandemic. The spread of K-pop is greatly credited to its online circulation on social media and the internet [4]
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