Popular culture influences on national image and tourism behavioural intention: An exploratory study

Abstract

This study aimed to examine the relationships between popular culture (success factors of K-pop) and international tourist behavioural intention, and the role of national image in that relationship. We analysed an existing data base on popular culture success attributes of producers, casting, training, producing/promotion, social media, and content, and Korean national image. Valid responses were collected from 1 247 survey respondents from the Philippines, Singapore, Australia, the UK, France, USA, Canada, and South Africa (female = 50.4%). Regression analysis and Structural Equation Modelling results indicated that K-pop factors of producers, casting, producing/promotion, social media, and content predicted tourist behavioural intentions. National image perceptions augmented the influence of K-pop factors on tourist behavioural intentions. We conclude that popular culture (success factors of K-pop) improves national image, which is an important precondition for tourism.

Keywords:

• eight countries
• global viewers
• national image
• popular culture
• success factors of K-pop
• tourist behavioural intention

Additional information

Funding

This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2019S1A5B5A02051362).