The Moderating Effects of Korean Wave on the Relationships among Destination Service Quality, Destination Image and Revisit Intention: A Case of African Students in Korea

Seo, Jae-Yeon; Chul Jeong; KIM SUNGSOO

doi:10.17086/JTS.2021.45.1.153.174

Korean wave has recently been spreading across borders throughout Asia, and its scope has expanded. This study focused on how Korean wave has spread over in Africa which is a region newly influenced by Korean wave. The purpose of this study was to examine the relationship among tourism service quality, tourism image, and revisit intention focused on African students residing in Korea as well as the moderating effect of Korean wave between tourism service quality/tourism image and revisit intention. The results from structural equation modeling showed that destination service quality significantly affected destination image(tourism resource, infrastructure, environment) and the biggest effect was observed on ‘infrastructure.’ Only ‘tourism resource’ among three factors of tourism image had influence on revisit intention, and tourism service quality did not have any effect on revisit intention. Korean wave had no significant moderating effect on relationships between tourism service quality and revisit intention; however, there was a moderating effect of Korean wave between destination image and revisit intention in part. Our findings suggest that in order to attract more African tourists, a high quality of service should be provided through hospitality, information service training for the service staff and a variety of interesting tourism resources should be continuously developed. Moreover, the development of a variety of Korean wave contents using K-pop would encourage African tourists to revisit Korea.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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