The Process by Which BTS’s Star Attributes Lead to Loyalty Through Global Fans’ Need Fulfillment and Satisfaction: Implications for Tourism Marketing

Byung-ju An, Seung-hye Jung, Gui-ho Ahn and Joon-ho Kim ()
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Byung-ju An: School of Dance, Kyung Hee University, Seoul 02447, Republic of Korea
Seung-hye Jung: School of Dance, Kyung Hee University, Seoul 02447, Republic of Korea
Gui-ho Ahn: Future Education Institute for Globalization, Kyung Hee University, Seoul 02447, Republic of Korea
Joon-ho Kim: Institute of Cultural Arts Education, Sangmyung University, Cheonan-si 31006, Republic of Korea

Tourism and Hospitality, 2025, vol. 6, issue 3, 1-34

Abstract: This study examines the psychological mechanisms through which BTS’s perceived star attributes—expertise, authenticity, likability, and similarity—influence fan loyalty within fandom-driven tourism. Anchored in activity theory and content theory of motivation, the proposed model identifies psychological need fulfillment and emotional satisfaction as sequential mediators linking celebrity perception to loyalty behaviors. Data were obtained from 916 BTS fans across six English-speaking countries via a structured online survey. To test the hypothesized relationships, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Results demonstrate that perceived star attributes significantly enhance psychological need fulfillment, which subsequently predicts emotional satisfaction and loyalty. Additionally, the attributes exert direct effects on emotional satisfaction, supporting both reflective and intuitive engagement pathways. All hypothesized paths were statistically significant, and the model exhibited strong overall fit (SRMR = 0.039; NFI = 0.875). Theoretically, this study advances loyalty research by foregrounding the roles of symbolic consumption, emotional resonance, and identity-based alignment in global fandom contexts. Practically, the findings offer insights for tourism marketers, destination planners, and entertainment brands seeking to design emotionally immersive, narrative-rich tourism experiences. Recommendations are provided for developing BTS-themed content aligned with fans’ identity motivations to foster sustained emotional engagement and destination loyalty.

Keywords: BTS fandom; star attributes; psychological need fulfillment; emotional satisfaction; tourism loyalty; cultural branding; fandom-driven tourism (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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