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The effects of involvement with South Korean culture on familiarity, image, and behavioral intentions among Generation Y consumers in Tanzania

Title
The effects of involvement with South Korean culture on familiarity, image, and behavioral intentions among Generation Y consumers in Tanzania
Author
김성수
Keywords
Behavioral intentions; celebrity involvementdestination and product familiarities; destination image; food involvement; pop-culture involvement; Tanzanian students
Issue Date
2018-10
Publisher
(사)한국관광레저학회
Citation
관광레저연구, v. 30, no. 10, page. 5-24
Abstract
The goal of this study is to empirically investigate the interrelationships between involvement (i.e., Korean pop-culture involvement [music, film, and drama, etc.], celebrity involvement, or food involvement) familiarity (destination and product), image, and behavioral intentions (intentions to purchase Korean cuisine, tourists' intentions to visit Korea, and tourists' intentions to recommend Korea) associated with South Korea as a potential tourism destination. A total of 350 Tanzanian college students, representing potential tourists, were used for data analysis. The measurement model assessment showed that all items included an acceptance level of reliability and validity. The results of the structural analysis revealed that all types of cultural involvement were associated with higher destination and product familiarities, destination-image creation, and stronger behavioral intentions.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07554980&language=ko_KRhttp://repository.hanyang.ac.kr/handle/20.500.11754/120221
ISSN
1229-0424
DOI
10.31336/JTLR.2018.10.30.10.5
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > POLITICAL SCIENCE AND INTERNATIONAL STUDIES(정치외교학과) > Articles
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