Korean Wave in Indonesia: Are there any changes in perception and intention to visit Korea?
| Autor: | Melisa Melisa, Suyanto Suyanto, Olivia Tanaya |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Innovative Marketing, Vol 19, Iss 3, Pp 171-186 (2023) |
| Druh dokumentu: | article |
| ISSN: | 1814-2427 1816-6326 |
| DOI: | 10.21511/im.19(3).2023.15 |
| Popis: | South Korea has a good image overseas due to the success of its national branding. With the Korean Wave as their national branding, Koreans introduce their country and culture through Korean entertainment. Indonesia is one of the Asian countries exposed to the Korean Wave, especially Korean dramas. This paper aims to analyze the determinants of changes in perceptions and the desire of Indonesians to visit South Korea as a tourist destination. International strategy theory, international marketing theory, and Korean Wave types are analyzed. The research sample consists of 237 randomly selected Korean Wave fans and non-fans. Data were collected using a questionnaire adapted and modified from previous studies. Respondents received questionnaires on-line via Google Forms. Multiple linear regression analysis was used in this study. The findings show that international strategy and marketing can adequately explain changes in the perception and desire of Indonesians to visit South Korea as a tourist destination. The Korean Wave has a positive and significant effect on changes in public perceptions toward Korea. The significant level of 0.000 |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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