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
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Effects of the Flow and Emotional Attitudes of Korean Wave Cultural Contents on the Trust and Relationship Orientation toward Korean Medical Tourism
- Journal of Tourism Sciences
- Abbr : JTS
- 2017, 41(9), pp.163-183
- DOI : 10.17086/JTS.2017.41.9.163.183
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
1수원대학교
Excellent Accredited
ABSTRACT
The popularity of Korean wave cultural contents not only contributes to favorable sentiments toward Korea but also positively affects attitude formation and the subsequent evaluation of medical tourism products. This study examined how the flow of Korean cultural contents affected emotional attitudes and how it affected trust and relationship-orientation toward Korean medical tourism. Also, the current study investigated relationships among emotional attitudes, trust, and relationship-orientation. In addition, this study examined the relationship between trust and relationship-orientation. We conducted a questionnaire survey on 200 college students throughout the Nanchang and Jiujiang regions of Jiangxi province, China. Frequency, reliability, and correlation analyses were performed using IBM SPSS 23.0 and hypotheses were tested using AMOS 21.0 program. The results showed that the degree of flow of Korean wave cultural contents positively affected emotional attitudes, but there were no significant relationships between the degree of flow and trust and relationship-orientation toward Korean medical tourism. Additionally, emotional attitudes caused positive effects on the trust and relationship-orientation. These results suggest that direct feeling and emotional judgment concerning Korean wave cultural contents have a direct effect on Korean medical tourism.
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