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The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality

Author

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  • Woo-Hyuk Kim

    (Department of Consumer Science, Incheon National University, Incheon 22012, Korea)

  • Chunghee Lee

    (Institute for Euro-African Studies, Hanyang University, Seoul 04763, Korea)

  • Sungsoo Kim

    (Department of Political Science and International Studies, Hanyang University, Seoul 04763, Korea)

Abstract

The purpose of this study is to explore the relationships between Hallyu, destination image, and behavioral intentions in light of the moderating effect of service quality. To that purpose, we established two objectives: to investigate relationships between Hallyu, destination image, and behavioral intentions and to examine how service quality at a destination affects the relationship between Hallyu and destination image. We collected data from 250 African students studying in Korea, 223 of whom returned usable surveys that we subjected to structural analysis. The results revealed that there is a positive relationship between Hallyu and destination image and that destination image significantly influenced behavioral intention. Moreover, we found differences in the moderating role of service quality. Such findings contribute to tourism marketing for African tourists.

Suggested Citation

  • Woo-Hyuk Kim & Chunghee Lee & Sungsoo Kim, 2020. "The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality," Sustainability, MDPI, vol. 12(8), pages 1-10, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3245-:d:346561
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    References listed on IDEAS

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    1. Woo-Hyuk Kim & Kyung-Sook Kim, 2018. "Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model," Sustainability, MDPI, vol. 10(11), pages 1-13, October.
    2. Woo‐Hyuk Kim, 2018. "Performance drivers in the casino industry of South Korea," Asian-Pacific Economic Literature, The Crawford School, The Australian National University, vol. 32(2), pages 126-134, November.
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    Cited by:

    1. Woohyuk Kim & Sung-Bum Kim & Eunhye Park, 2021. "Mapping Tourists’ Destination (Dis)Satisfaction Attributes with User-Generated Content," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    2. Woohyuk Kim & Miae Lee & Chunghee Lee & Sungsoo Kim, 2022. "The Effects of Business Strategy and Organizational Culture of Korean Companies on Market Satisfaction: The Case of the African Market," Sustainability, MDPI, vol. 14(11), pages 1-10, May.
    3. Suyeon Nam & Yejin Oh & Seungri Hong & Seungwon Lee & Woo-Hyuk Kim, 2022. "The Moderating Roles of Destination Regeneration and Place Attachment in How Destination Image Affects Revisit Intention: A Case Study of Incheon Metropolitan City," Sustainability, MDPI, vol. 14(7), pages 1-7, March.
    4. Afshan Rahman & Naveed Farooq & Muhammad Haleem & Syed Mohsin Ali Shah & Hatem El-Gohary, 2023. "Exploring the Pathways to Tourist Loyalty in Pakistani Tourism Industry: The Role of Destination Image, Service Quality, E-WOM, and Social Media," Sustainability, MDPI, vol. 15(24), pages 1-21, December.

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