The Korean Wave, which began in the late 1990s, was limited to Asia until early 2010 but has since expanded globally. Because the Korean Wave has spread to Western countries in North America, South America, and Europe, those countries have begun to draw attention as new Korean Wave markets. The Unit...
The Korean Wave, which began in the late 1990s, was limited to Asia until early 2010 but has since expanded globally. Because the Korean Wave has spread to Western countries in North America, South America, and Europe, those countries have begun to draw attention as new Korean Wave markets. The United States, with its rapidly increasing consumption of Korean Wave cultural contents led by K-Pop, is newly emerging as an important country for the Korean Wave market.
Starting with Psy’s Gangnam Style in 2012, Korean culture, which was considered non-main stream, gradually began to break down the high wall of the U.S., the world’s most powerful country in culture. It became a meaningful year in 2020 to confirm that Korean culture is highly recognized in the U.S. BTS topped the Billboard Hot 100 chart (a measure of music popularity in the U.S.) for three weeks. Bong Joon-Ho’s Parasite swept four major awards, including the Best Picture at the Academy Awards (the most prestigious film awards ceremony in the U.S.) Accordingly, the current Korean Wave has spread rapidly throughout the U.S., attracting many Americans. Moreover, the number of American tourists visiting Korea is increasing every year due to Americans’ growing understanding of Korea and Korean culture. Since the early 2000s, the Korean Wave has contributed significantly to the growth of the Korean tourism industry. Many studies have been conducted on Korean Wave tourism but have focused primarily on China, Japan, and Southeast Asia. Hence, this study sought to expand the research on Korean Wave tourism to the U.S., a newly emerging Korean Wave market.
Therefore, this study intended to empirically analyze the influence of the preference for Korean Wave cultural contents on the cultural familiarity, national image, visit intention, and mediation effects of cultural familiarity and national image on the relationship between Korean Wave cultural contents and visit intention. Moreover, K-Pop, K-Visual Media, K-Food, and K-Fashion, which are the most influential among Korean Wave cultural contents, were composed as types of Korean Wave cultural contents. This study examined the current status of the Korean Wave in the U.S. An online survey developed based on a literature review was conducted on Americans consuming Korean Wave cultural contents. This study conducted empirical analyses of the influence of Korean Wave cultural contents on cultural familiarity, national image, and visit intention and of the direct and indirect effects of cultural familiarity and national image on visit intention.
According to empirical analysis results, among the types of Korean Wave cultural contents, K-Pop, K-Visual Media, and K-Food had positive influences on cultural familiarity, national image, and visit intention. Furthermore, cultural familiarity and national image had significant positive influences on visit intention, with partial mediation effects of cultural familiarity and national image on the relationship between the Korean Wave cultural contents and visit intention. Cultural familiarity did not have a significant influence on national image.
This study is meaningful in that it conducted an empirical analysis of the influence of Korean Wave cultural contents on cultural familiarity, national image, and visit intention focused on Americans consuming Korean Wave cultural contents today, when Korean culture is rapidly spreading throughout the U.S. This study verified through empirical analysis that Korean Wave cultural contents had a significant impact on all major variables, suggesting important strategic implications for enhancing cultural familiarity, national image, and visit intention by using Korean Wave cultural contents. As the influence of the Korean Wave in the U.S. intensifies over time, the interest of potential American tourists in visiting Korea increases. In addition, because this study demonstrated that Americans’ preference for Korean Wave cultural contents and intention to visit Korea increased during the COVID-19 pandemic, it is expected that this increased preference will lead to actual demand for visiting Korea when COVID-19 is stabilized. Thus, various marketing strategies using Korean Wave cultural contents and tourism products targeting Americans should be actively developed to attract more U.S. tourists in the post-COVID-19 era.
The Korean Wave, which began in the late 1990s, was limited to Asia until early 2010 but has since expanded globally. Because the Korean Wave has spread to Western countries in North America, South America, and Europe, those countries have begun to draw attention as new Korean Wave markets. The United States, with its rapidly increasing consumption of Korean Wave cultural contents led by K-Pop, is newly emerging as an important country for the Korean Wave market.
Starting with Psy’s Gangnam Style in 2012, Korean culture, which was considered non-main stream, gradually began to break down the high wall of the U.S., the world’s most powerful country in culture. It became a meaningful year in 2020 to confirm that Korean culture is highly recognized in the U.S. BTS topped the Billboard Hot 100 chart (a measure of music popularity in the U.S.) for three weeks. Bong Joon-Ho’s Parasite swept four major awards, including the Best Picture at the Academy Awards (the most prestigious film awards ceremony in the U.S.) Accordingly, the current Korean Wave has spread rapidly throughout the U.S., attracting many Americans. Moreover, the number of American tourists visiting Korea is increasing every year due to Americans’ growing understanding of Korea and Korean culture. Since the early 2000s, the Korean Wave has contributed significantly to the growth of the Korean tourism industry. Many studies have been conducted on Korean Wave tourism but have focused primarily on China, Japan, and Southeast Asia. Hence, this study sought to expand the research on Korean Wave tourism to the U.S., a newly emerging Korean Wave market.
Therefore, this study intended to empirically analyze the influence of the preference for Korean Wave cultural contents on the cultural familiarity, national image, visit intention, and mediation effects of cultural familiarity and national image on the relationship between Korean Wave cultural contents and visit intention. Moreover, K-Pop, K-Visual Media, K-Food, and K-Fashion, which are the most influential among Korean Wave cultural contents, were composed as types of Korean Wave cultural contents. This study examined the current status of the Korean Wave in the U.S. An online survey developed based on a literature review was conducted on Americans consuming Korean Wave cultural contents. This study conducted empirical analyses of the influence of Korean Wave cultural contents on cultural familiarity, national image, and visit intention and of the direct and indirect effects of cultural familiarity and national image on visit intention.
According to empirical analysis results, among the types of Korean Wave cultural contents, K-Pop, K-Visual Media, and K-Food had positive influences on cultural familiarity, national image, and visit intention. Furthermore, cultural familiarity and national image had significant positive influences on visit intention, with partial mediation effects of cultural familiarity and national image on the relationship between the Korean Wave cultural contents and visit intention. Cultural familiarity did not have a significant influence on national image.
This study is meaningful in that it conducted an empirical analysis of the influence of Korean Wave cultural contents on cultural familiarity, national image, and visit intention focused on Americans consuming Korean Wave cultural contents today, when Korean culture is rapidly spreading throughout the U.S. This study verified through empirical analysis that Korean Wave cultural contents had a significant impact on all major variables, suggesting important strategic implications for enhancing cultural familiarity, national image, and visit intention by using Korean Wave cultural contents. As the influence of the Korean Wave in the U.S. intensifies over time, the interest of potential American tourists in visiting Korea increases. In addition, because this study demonstrated that Americans’ preference for Korean Wave cultural contents and intention to visit Korea increased during the COVID-19 pandemic, it is expected that this increased preference will lead to actual demand for visiting Korea when COVID-19 is stabilized. Thus, various marketing strategies using Korean Wave cultural contents and tourism products targeting Americans should be actively developed to attract more U.S. tourists in the post-COVID-19 era.
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