The Impact of Hallyu (Korean Wave) on Indian Youth’s Intention to Visit South Korea

Geetika Agrawal (), Vikas Madhukar and Ruchika Kulshrestha
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Geetika Agrawal: Amity University, Research Scholar, Amity Business School
Vikas Madhukar: Director-Amity Business School, Pro Vice Chancellor-Amity University Haryana, Dean-Faculty of Management Studies
Ruchika Kulshrestha: GLA University, Assistant Professor, Institute of Business Management

A chapter in Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), 2024, pp 4-20 from Springer

Abstract: Abstract The Hallyu (Korean Wave) phenomenon has gained significant popularity among the younger demographic on a global scale. The primary objective of this research is to investigate the impact of the Hallyu phenomena on how young people in India perceive Korea as a potential tourist destination. A survey was conducted where data from 153 young participants, consisting of both university and high school students were collected. Data collection was conducted using an online questionnaire utilizing a simple random sampling technique. The study examined the six components of the Hallyu, namely Korean drama, Korean music albums, Korean movies, Korean fashion products and cosmetics, Korean food, and Korean games. The data reveals that Korean Music Albums are consumed at the highest rate among the six elements, with Korean dramas being the second most consumed by the Indian youth. Researcher has used correlation and regression analysis to find the association and relationship between the Korean elements and the visit intention of the Indian youth. All the elements of the Hallyu exhibited a positive correlation, except for Korean Games. The data indicates a strong correlation between Korean Food and the inclination to travel to South Korea. The Korea Tourism Organisation may prioritize the marketing of Korean cuisine as a prominent component while promoting South Korea as a travel destination towards India.

Keywords: Hallyu; Korean wave elements; Indian Youth; Intent to visit South Korea; Korea Tourism (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-437-2_2

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