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The Effects of Choice Attributes of Hallyu Star Souvenirs and Emotional Identification on After-Consumption Behavior : Focusing on Chinese Tourists

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(1), pp.135-156
  • DOI : 10.17086/JTS.2020.44.1.135.156
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : October 19, 2019
  • Accepted : December 3, 2019
  • Published : January 1, 2020

Ding, Jing-Yi 1 Nam Yoonjae 2

1경희대학교 문화관광콘텐츠학과
2경희대학교

Excellent Accredited

ABSTRACT

The purpose of this study is to examine how the perception level of the selective attribute of tourism souvenirs related to Hallyu stars and fandom and the desire for homogeneity for them affect purchasing behavior, including repurchase and friendly word-of-mouth behavior. Results indicate that the quality and uniqueness of tourism souvenirs and the atmosphere, facilities, and accessibility of the stores had a positive effect on purchase satisfaction. However, the language, knowledge, and attitude of salespersons who sold of Hallyu star souvenirs did not have a statistically significant effect on purchase satisfaction. Also, the desire to identify with Hallyu star fandom had a positive effect on purchase satisfaction for Hallyu star souvenirs. Furthermore, all optional attributes of Hallyu star tourist souvenirs and the desire for identification of fandom had a direct effect on word-of-mouth behavior. This study is meaningful in that it deals with Hallyu star tourism souvenirs, which have not been thoroughly covered in the previous research. In addition, the fact that the desire to identify with the fandom of Hallyu stars was studied together with the causal relationship between purchase satisfaction and post-purchase behavior is more significant than previous studies, which have mainly focused on the selection attributes of tourism souvenirs.

Citation status

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