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The Influence of Hallyu on Africans' Perceptions of Korea: The Moderating Role of Service Quality

Title
The Influence of Hallyu on Africans' Perceptions of Korea: The Moderating Role of Service Quality
Author
김성수
Keywords
Hallyu; Africans; destination image; service quality; culture
Issue Date
2020-04
Publisher
MDPI
Citation
SUSTAINABILITY, v. 12, no. 8, article no. 3245
Abstract
The purpose of this study is to explore the relationships between Hallyu, destination image, and behavioral intentions in light of the moderating effect of service quality. To that purpose, we established two objectives: to investigate relationships between Hallyu, destination image, and behavioral intentions and to examine how service quality at a destination affects the relationship between Hallyu and destination image. We collected data from 250 African students studying in Korea, 223 of whom returned usable surveys that we subjected to structural analysis. The results revealed that there is a positive relationship between Hallyu and destination image and that destination image significantly influenced behavioral intention. Moreover, we found differences in the moderating role of service quality. Such findings contribute to tourism marketing for African tourists.
URI
https://www.mdpi.com/2071-1050/12/8/3245https://repository.hanyang.ac.kr/handle/20.500.11754/165849
ISSN
2071-1050
DOI
10.3390/su12083245
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > POLITICAL SCIENCE AND INTERNATIONAL STUDIES(정치외교학과) > Articles
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