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

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.