Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
Structural Relationships among On-line Community Participation, Brand Love and Visit Intention According to the Involvement of "Korean Wave" Contents: The Case of the Taekwondo Community
- Journal of Tourism Sciences
- Abbr : JTS
- 2017, 41(2), pp.77-98
- DOI : 10.17086/JTS.2017.41.2.77.98
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Choijinsung 1, HYUN SUNGHYUP 1
1한양대학교
Excellent Accredited
ABSTRACT
Recently, the Korean wave craze has boosted variables of Korean cultural content and this wave is a major part of Korean culture. The purpose of this study is to investigate the involvement of the Korean wave in online community participation, Korean brand love, and the intention to visit. To this end, a survey study was conducted usin Online taekwondo Community members focused on the typical Korean content of ‘taekwondo’. We setup a structural model to utilize the survey results and to prove the following hypothesis: People who have positive involvement in the Korean wave engage in more favorable online community participation, have more Korean brand love, and intend to visit more often. Results show that involvement in the Korean wave leads to online community participation, which in turn improves Korean brand love. It is also found that online community participation and Korean brand love positively affect the intention to visit Korea. The commitment of the community also plays a significant moderating role between online community participation and Korean brand love. This study also proposed suggestions for future research.
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This paper was written with support from the National Research Foundation of Korea.