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

Woo-Hyuk Kim, Chunghee Lee and Sungsoo Kim
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Woo-Hyuk Kim: Department of Consumer Science, Incheon National University, Incheon 22012, Korea
Chunghee Lee: Institute for Euro-African Studies, Hanyang University, Seoul 04763, Korea
Sungsoo Kim: Department of Political Science and International Studies, Hanyang University, Seoul 04763, Korea

Sustainability, 2020, vol. 12, issue 8, 1-10

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.

Keywords: Hallyu; Africans; destination image; service quality; culture (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:8:p:3245-:d:346561

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