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The effects of K-POP Media on Korea Visit Intention Decision -A Focus on AIDA Model-

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(1), pp.179-200
  • DOI : 10.17086/JTS.2020.44.1.179.200
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : October 24, 2019
  • Accepted : December 20, 2019
  • Published : January 1, 2020

Duan, Pei-Lin 1 SUNGMIN KIM 2 Lee, Hoon 2

1한양대학교 관광학과
2한양대학교

Excellent Accredited

ABSTRACT

This study explains the psychology of tourists who have the intention to visit Korea through exposures to K-POP video contents. The goal of the study is to explore whether people come to visit Korea after watching K-pop videos. Based on the literature review, the AIDA (Attention-Interest-Desire-Action) model was used to explain this process, verifying a prediction model for intention to visit Korea. This study focused on 255 Chinese research subjects by using online questionnaires. Data analysis indicated that attention (frequency watching K-POP videos) had a positive impact on interest (affective involvement and cognitive involvement). It was also found that one interest construct (affective involvement) had a positive impact on the subjects’ desire to visit Korea, while another interest construct (cognitive involvement) had a negative impact. In addition, desire (desire to visit Korea) had significant positive effects on action (intention to visit Korea). Thus, the relationship between watching K-pop videos and visiting Korea can be confirmed through this study. Furthermore, the results can also be used as reference material for similar future studies. The practical implications are that in the future, it will be possible to develop more effective and specialized marketing programs for K-POP videos and tourism for the Chinese market.

Citation status

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