Does K-pop affect Peruvians’ Korean images and visit intention to Korea?

Ye Young Bang, Yeajin Joo, Hwayoon Seok and Yoonjae Nam

Current Issues in Tourism, 2021, vol. 24, issue 24, 3519-3534

Abstract: This study aims to identify the factors that influence Peruvians’ preference for K-pop, their perception of Korea’s national image due to their consumption of K-pop, and their intentions to visit the country. Accordingly, a survey of Peruvians who experienced K-pop was conducted in Peru. Consequently, the results showed that factors pertaining to artists and songs contributed positively to Korea’s national image. However, the results suggest that K-pop generally affect the Korean images positively to Peruvian, but does not directly induce Peruvian to have visit intention to Korea. It is suggested that it is too early to conclude that K-pop has instantly yielded positive results for building Korean national image and leading to visit Korea since still there can be geographical and cultural distances between Latin America and Korea.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:24:y:2021:i:24:p:3519-3534

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DOI: 10.1080/13683500.2021.1881451

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