Korean Wave to Indonesia: are there any changes in perception and intention to visit Korea?

Melisa, Melisa and Suyanto, Suyanto and Tanaya, Olivia (2023) Korean Wave to Indonesia: are there any changes in perception and intention to visit Korea? Innovative Marketing, 19 (3). pp. 171-186. ISSN 1814-2427; E-ISSN 1816-6326

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Abstract

South Korea has a good image overseas due to the success of its national branding. With the Korean Wave as their national branding, Koreans introduce their country and culture through Korean entertainment. Indonesia is one of the Asian countries exposed to the Korean Wave, especially Korean dramas. This paper aims to analyze the determinants of changes in perceptions and the desire of Indonesians to visit South Korea as a tourist destination. International strategy theory, international marketing theory, and Korean Wave types are analyzed. The research sample consists of 237 randomly selected Korean Wave fans and non-fans. Data were collected using a questionnaire adapted and modified from previous studies. Respondents received questionnaires on-line via Google Forms. Multiple linear regression analysis was used in this study. The findings show that international strategy and marketing can adequately explain changes in the perception and desire of Indonesians to visit South Korea as a tourist destination. The Korean Wave has a positive and significant effect on changes in public perceptions toward Korea. The significant level of 0.000 <0.05 concludes that the four Korean Wave variables (Korean music, food, dramas, and products) simultaneously have a positive effect on changes in the perception of Indonesians people toward South Korea. However, K-pop and K-food were not found to determine the intention to visit South Korea as a tourist destination.

Item Type:	Article
Uncontrolled Keywords:	K-pop, Hallyu, tourism, culture, globalization, perception, intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Suyanto 3198
Date Deposited:	18 Oct 2023 04:18
Last Modified:	18 Oct 2023 04:18
URI:	http://repository.ubaya.ac.id/id/eprint/45135

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