The Phenomenon and Development of K-Pop: The Relationship between Success Factors of K-Pop and the National Image, Social Network Service Citizenship Behavior, and Tourist Behavioral Intention

Abstract

This study aims to understand the impact of six success factors of K-pop on the national image of Korea perceived by global viewers and SNS citizenship behavior. In addition, this study seeks to validate the impact of the national image of Korea/SNS citizenship behavior, as defined in the foregoing, on tourist behavioral intention. Our analysis was conducted within the theoretical frameworks of the SERVQUAL, Image Theory, and the Theory of Planned Behavior. To that end, 1247 global viewers (eight countries) who have listened, watched and searched for information on K-pop are surveyed. Four statistical programs (SPSS/SmartPLS/GSCA Pro/JASP) are used for regression analysis and structural equation modeling. The results indicate the following. (1) Four K-pop success factors (producers, casting, producing/promotion, and contents) demonstrate a statistically significant positive influence on national image. (2) Two K-pop success factors (casting and producing/promotion) demonstrate a statistically significant positive influence on SNS citizenship behavior. In addition, K-pop contents has a statistically significant positive influence on SNS citizenship behavior (only in SPSS). (3) National image has a statistically significant positive influence on SNS citizenship behavior; and national image and SNS citizenship behavior have a statistically significant positive influence on tourist behavioral intention. As an exemplary cultural product, K-pop is creating economic added value. It is necessary to establish the measures to integrate K-pop in product planning and PR for sustainable marketing for Hallyu tourism.

Does Workplace Spirituality Increase Self-Esteem in Female Professional Dancers? The Mediating Effect of Positive Psychological Capital and Team Trust

“…Source: Qtd. in Kim et al (2022a). Antecedents influencing SNS addiction and exhaustion (fatigue syndrome): Focusing on six countries.…”

“…With SmartPLS, we performed resampling 500 times using a bootstrapping technique. Bootstrapping is a non-parametric procedure that can test the statistical significance of various PLS-SEM model results, including path coefficient, Cronbach's alpha, heterotraitmonotrait ratio of correlations, and R 2 values (Choi 2021;Han and Kim 2021;Jung et al 2021;Kim et al 2019Kim et al , 2021aKim et al , 2021bKim et al , 2022aKim et al , 2022bKim et al , 2022cKwak et al 2019;Lee and Kim 2020). This study examined the influence of the workplace spirituality of female professional dancers on positive psychological capital, team trust, and self-esteem.…”

From fan to become tourist: watching online videos as seamlessly connecting travel

“…There also exists positive evidence. Kim et al (2022) revealed the positive influence of success factors of K-pop (i.e. casting and promotion) on social media behaviors, as well as on the national image, finally leading to visit intention.…”

Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space

“…The PLS-SEM method is widely used in different areas of Korean wave, such as consumer behaviour, success factors and e-commerce (Agung et al, 2023;Kim et al, 2022;Wang & Kim, 2022), but also in the narrow research topic, several authors have used this statistical method (Anastasia, 2022;Rinjani & Sulhaini, 2020). The growing popularity of the method is partly attributable to the fact that it allows the estimation of complex models on a small sample without imposing distributional constraints on the data.…”