Impact of COVID-19 Pandemic on Virtual Korean Wave Experience: Perspective on Experience Economy

Hyejin Yoon, Catherin Song, Myunghee Ha and Chulwon Kim ()
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Hyejin Yoon: Department of Global Tourism Contents, Baewha Women’s University, Seoul 03039, Korea
Catherin Song: Global Destination Marketing Institute, Seoul 06114, Korea
Myunghee Ha: Seoul Metropolitan Government, Tourism Policy Division, Seoul 04520, Korea
Chulwon Kim: College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea

Sustainability, 2022, vol. 14, issue 22, 1-15

Abstract: This study examined the effect of four dimensions (i.e., the experience of education, entertainment, aesthetics, and escape) of the experience economy on participants’ attachment values toward tourism places in the context of the virtual Korean Wave experience during the COVID-19 pandemic. It also tested the relationship between attachment values and continuous immersion intention in virtual reality. An online survey was conducted on Asian people who experienced the Korean Wave culture, and 387 questionnaires were completed. Statistical analyses were used to establish the relationship between experiences, satisfaction, and continuous immersion intention comprising descriptive analysis, explanatory factor analyses, and multiple regression analysis. The result showed that the virtual Korean Wave (entertainment, educational, aesthetic, and escapism experience) significantly impacted participants’ attachment values. The meaningful virtual experiences would provide new insights into enhancing participants’ attachment to tourist places. There is little research examining the cultural experience and the attachment values of online users within the experience economy, despite the emergence and continuation of the novel coronavirus, which has led to many challenges in social, economic, technological, and medical systems’ lifestyles

Keywords: COVID-19 pandemic; virtual Korean wave; experience economy; attachment value; tourist places (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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