Korean Wave in Indonesia: Are there any changes in perception and intention to visit Korea?
-
DOIhttp://dx.doi.org/10.21511/im.19(3).2023.15
-
Article InfoVolume 19 2023, Issue #3, pp. 171-186
- Cited by
- 1343 Views
-
375 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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 <0.05 concludes that the four Korean Wave variables (Korean music, food, dramas, and products)simultaneously have a positive effect on changes in the perception of Indonesians people toward South Korea. However, K-pop and K-food were not found to determine the intention to visit South Korea as a tourist destination.
- Keywords
-
JEL Classification (Paper profile tab)M31, Z30, Z32
-
References77
-
Tables14
-
Figures4
-
- Figure 1. Normality test for the first model (Y1)
- Figure 2. Scatter plot of heteroscedasticity test in the first model (Y1)
- Figure 3. Normality test for the second model (Y2)
- Figure 4. Scatter plot for the second model (Y2)
-
- Table 1. Respondent profile
- Table 2. Validity test
- Table 3. Reliability test
- Table 4. Multicollinearity test for the first model (Y1)
- Table 5. Autocorrelation test for the first model (Y1)
- Table 6. Multicollinearity test for the second model (Y2)
- Table 7. Autocorrelation test for the second model (Y2)
- Table 8. Estimation results for the first model (Y1)
- Table 9. F-test for the first model (Y1)
- Table 10. Goodness of fit test (Y1)
- Table 11. Estimation results for the second model (Y2)
- Table 12. F-test for the second model (Y2)
- Table 13. Goodness of fit test for the second model (Y2)
- Table 14. Summary of the hypotheses results
-
- Alabi, O. O., Ayinde, K., Babalola, O. E., Bello, H. A., & Okon, E. C. (2020). Effects of multicollinearity on type I error of some methods of detecting heteroscedasticity in linear regression model. Open Journal of Statistics, 10(4), 664-677.
- Alam, S., & Nyarimun, J. A. (2017). Musik K-pop sebagai alat diplomasi dalam softpower Korea selatan. Journal of International & Diplomacy, 3(1). (In Indonesian).
- Alfin, M. R., & Nurdin, S. (2017). Pengaruh store atmosphere pada kepuasan pelanggan yang berimplikasi pada loyalitas pelanggan. Jurnal Ecodemica, 1(2), 240-249. (In Indonesian).
- Almaida, R., Gumelar, S. A., & Laksmiwati, A. A. (2021). Dinamika psikologis fangirl k-pop. Cognicia, 9(1), 17-24. (In Indonesian).
- Bae, E.-s., Chang, M., Park, E.S., & Kim, D.c. (2017). The effect of Hallyu on tourism in Korea. Journal of Open Innovation: Technology, Market, and Complexity, 3(4), 1-12.
- Blanchet, C., & Fabry, N. (2020). Influence of new cinematographic and television operators on the attractivity of tourist destinations. Journal of Tourism Futures, 6(3), 219-222.
- Bok-rae, K. (2015). Past, present and future of Hallyu (Korean Wave). American International Journal of Contemporary Research, 5(5), 154-160.
- Chae, H., Park, H. J., & Ko, E. (2020). The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture. Journal of Global Fashion Marketing, 11(1), 18-36.
- Chen, Q. P., Wu, J. J., & Ruan, W. Q. (2021). What fascinates you? Structural dimension and element analysis of sensory impressions of tourist destinations created by animated works. Asia Pacific Journal of Tourism Research, 26(9), 1038-1054.
- Chen, S. (2016). Cultural technology. International Marketing Review, 33(1), 25-50.
- Chung, C. C., Lee, H. S., Beamish, P., Southam, C., & Nam, D. D. (2013). Pitting real options theory against risk diversification theory: International diversification and joint ownership control in economic crisis. Journal of World Business, 48(1), 122-136.
- Cohen, A. S., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), 872-909.
- Douglas, P. S., & Craig, S. C. (1992). Advances in international marketing. International Journal of Research in Marketing, 9(4), 291-318.
- Fahrisa, R. T. (2022). Exports Driven by Hallyu Increasing South Korea’s Economic Growth – Cultural Diplomacy Approach. Jurnal Hubungan Internasional, 15(1), 20-36.
- Florido-Benítez, L., & Aldeanueva Fernández, I. (2022). Fusing international business and marketing: A bibliometric study. Administrative Sciences, 12(4), 159.
- Gjorgievski, M., & Melles Trpkova, S. (2012). Movie induced tourism: A new tourism phenomenon. UTMS Journal of Economics, 3(1), 97-104.
- Gong, T., & Tung, S. V. (2017). The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure. Journal of Travel & Tourism Marketing, 34(3), 416-428.
- Gujarati, D. N. (2007). Dasar-dasar ekonometrika. Jakarta: Erlangga. (In Indonesian).
- Gujarati, D. N., & Porter, D. C. (2012). Basic econometrics (5th ed.). New York: McGraw-Hill, Inc.
- Gumelar, A. S., Almaida, R., & Laksmiwati, A. A. (2021). Dinamika psikologis fangirl K-Pop. Ejournal Cognicia, 9(1), 17-24. (In Indonesian).
- Hahm , J., & Wang, Y. (2011). Movie-induced tourism as a vehicle for destination marketing: Is it worth the efforts? Journal of Travel & Tourism Marketing, 28(2), 165-179.
- Han, J. H., & Lee, S. J. (2008). Study on the KBS TV drama Winter Sonata and its impact on Korea’s Hallyu tourism development. Journal of Travel & Tourism Marketing, 24(2/3), 115-126.
- Hasna, S. (2021). Dominasi Korean Hallyu dalam konteks strukturasi di industri budaya. Journal Komunikasi, 12(2). (In Indonesian).
- Hitt, A. M., Franklin, V., & Zhu, H. (2006). Culture, institutions and international strategy. Journal of International Management, 12(2), 222-234.
- Hitt, M., Li, D., & Xu, K. (2016). International strategy: From local to global and beyond. Journal of World Business, 51(1), 58-73.
- Holmes Jr., R., Hoskisson, R., Kim, H. P., Wan, W., & Holcomb, T. (2018). International strategy and business groups: A review and future research agenda. Journal of World Business, 53(2), 134-150.
- Huck, S. W. (2008). Reading statistics and research. Boston: Pearson/Allyn dan Bacon.
- Hudson, S., Wang, Y., & Gil, M. S. (2011). The influence of a film on destination image and the desire to travel: a cross-cultural comparison. International Journal of Tourism Research, 13(2).
- Huh, C.-G., & Wu, J. (2017). Do Hallyu (Korean Wave) exports promote Korea’s consumer goods exports? Emerging Markets Finance and Trade, 53(6), 1388-1404.
- Jang, G., & Paik, K. W. (2012). Korean Wave as tool for Korea’s new cultural diplomacy. Advances in Applied Sociology, 2(3), 196-202.
- Jayanti, I. G. N., Wirawan, I. K. A., & Susanthi, N. L. (2022). Korean pop (K-pop) culture phenomenon on the behavior of Indonesian society. Journal of Art, Film, Television, Animation, Games and Technology, 1(1), 44-50.
- Jeong, J., & Choi, Y. M. (2019). Factors influencing Indonesian consumers’ intention to purchase Korean food. Journal of the Korean Society of Food Culture, 34(5), 543-552.
- Jeong, J.-S., Lee, S.-H., & Lee, S-g. (2017). When Indonesians routinely consume Korean pop culture: Revisiting Jakartan fans of the Korean drama Dae Jang Geum. International Journal of Communication, 11, 2288-2307.
- Jin, Y. D., & Yoon, T.J. (2017). The Korean Wave: Retrospect and prospect. International Journal of Communication, 11, 2241-2249.
- Juškelytė, D. (2016). Film induced tourism: Destination image formation and development. Regional Formation and Development Studies, 19(2), 54-67.
- Kang, J. H., & Ko, E. H. (2014). Study on Recognition and Attitudes towards Korean Food in Korean Food Culture Publicity Event – Hayabusa Station targeting Festival participants. Journal of the Korean Society of Food Culture, 29(4), 314-325.
- Kim, J., Unger, A. M., & Wagner, B. K. (2017). The significance of beyond Hallyu movie and television content in South Korea’s mediasphere. Journal of Quarterly Review of Movie and Video, 34(4), 315-320.
- Kim, J-h., Kim, K-j., Park, B-t., & Choi, H-j. (2022). The phenomenon and development of K-pop: The relationship between success factors of K-pop and the national image, social network service citizenship behavior, and tourist behavioral intention. Sustainability, 14(6), 3200.
- Kim, S. S., Agrusa, J., Chon, K., & Cho, Y. (2008). The effects of Korean pop culture on Hong Kong residents’ perceptions of Korea as a potential tourist destination. Journal of Travel & Tourism Marketing, 24(2-3), 163-183.
- Kim, S., & Kim, M. (2008). The effects of preference for Korean cuisine culture on image of Korea and intention to visit Korea as a potential tourism destination as perceived by residents of Asian countries affected by Hallyu. Journal of Foodservice Management Society of Korea, 11(3), 117-145.
- Kim, S., & Pan, S. (2018). Preface to Journal of Travel and Tourism Marketing Special Issue on visual media and tourism. Journal of Travel & Tourism Marketing, 35(3), 257-258.
- Kim, S., & Park, E. (2023). An integrated model of social impacts and resident’s perceptions: From a movie tourism destination. Journal of Hospitality & Tourism Research, 47(2), 395-421.
- Kwon, S.H., & Kim, J. (2014). The cultural industry policies of the Korean government and the Korean Wave. International Journal of Cultural Policy, 20(4), 422-439.
- Kyung, H. Y., & Ok-nam, P. (2019). The study on design an ontology for Korean food information. Journal of the Korean Contents Association, 19(2), 147-158.
- Lee, G., & How, S. T. (2022). Hallyu tourism: impacts on inbound tourists to South Korea. Tourism, Hospitality and Events Journals, 25(9), 1361-1367.
- Lee, J. S. (2011). The Korean Wave: The Seoul of Asia. The Elon Journal of Undergraduate Research in Communications, 2(1).
- Lee, J., Kim, K., Park, Y., & Kim, H. (2010). Preference and perception of Korean foods of foreign consumers by nationality. Korean Journal of Food Culture, 25(1), 9-16.
- Lee, W. J. (2015). The effects of the Korean Wave (Hallyu) star and receiver characteristics on TV drama satisfaction and intention to revisit. International Journal of u- and e- Service, Science and Technology, 8(11), 347-356.
- Maisuwong, W. (2012). The promotion of American culture through Hollywood movies to the world. International Journal of Engineering Research & Technology (IJERT), 1(4).
- Mulyadi, M. R., & Sunarti, L. (2019). Film induced tourism dan destinasi wisata di Indonesia. Metahumaniora, 9(3), 340-356. (In Indonesian).
- Oh, C. (2020). Identity passing in intercultural performance of K-pop cover dance. Journal of Intercultural Communication Research, 49(5), 472-483.
- Oh, Y. (2022). How media reported on Korean Wave?: Focusing on the analysis of news coverage of Republic of Korea. Journal of Intercultural Communication Research, 51(4), 417-429.
- Oktavia, R., Irwandi, I., Rajibussalim, T., Mentari, M., & Mulia, I. S. (2018). Assessing the validity and reliability of questionnaires on the implementation of Indonesian curriculum K-13 in STEM education. Journal of Physics: Conference Series, 1088, 012014.
- Park, S. Y. (2014). Trade in cultural goods: A case of the Korean Wave in Asia. Journal of East Asian Economic Integration, 18(1), 83-107.
- Perdini, T. A., Supriyadi, T., Hutahaean, E. S., & Pertiwi, Y. W. (2022). Self-presentation analysis of the K-pop dance cover community member. International Journal of Multicultural and Multireligious Understanding, 9(10).
- Priyanto, D. (2014). SPSS 22 pengolahan data terpraktis. Yogyakarta: Andi Offset. (In Indonesian).
- Puspita, R. E., Ayuningrum, A. N. P. D., Zulaikha, Y., & Thaker, M. A. bin M. T. (2022). Look-ahead behavior in food culture: The case of Korean food buying. JSW (Jurnal Sosiologi Walisongo), 6(1), 59-72.
- Putri, V. K., & Reese, M. (2018). The impact of ‘Korean Wave’ on young Indonesian females and Indonesian culture in Jabodetabek Area. Emerging Markets: Business and Management Studies Journal,4(1), 35-53.
- Ramadhani, K., & Linadi, E. K. (2012). Korean Wave and potential impacts on Indonesian adolescents and other ASEAN countries. Business and Management Studies Journal.
- Ravina, M. (2009). Introduction: Conceptualizing the Korean Wave. Southeast Review of Asian Studies, 31, 3-9.
- Saltik, A. I., Cosar, Y., & Kozak, M. (2011). Film-induced tourism: Benefits and challenges for destination marketing. European Journal of Tourism Research, 4(1), 44-54.
- Seetanah, B., & Sannassee, V. R. (2015). Marketing promotion financing and tourism development: The case of Mauritius. Journal of Hospitality Marketing & Management,24(2), 202-215.
- Siregar, S. W., Lubis, S. S., Pasaribu, M. H., Syahputra, A., & Suhairi. (2021). Strategi pemasaran ekspor dalam memasuki pasar global. Jurnal Ekonomi Manajemen, 15(2).
- Sopiah, & Syihabudhin. (2008). Manajemen bisnis ritel. Yogyakarta: Andi. (In Indonesian).
- Sudwintari, S., & Perangin-angin, A. B. (2022). Teenager’s perception of Kpop cultural adaptation in Indonesia. Journal of Linguistics and Literary Research, 3(1), 40-51.
- Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education,48(6), 1273-1296.
- Triana, D. D., Yudha, R. P., Hidayati, P. P., & Tafarannisa, M. A. (2021). Instrument validation: Self-efficacy in K-pop dance cover. Turkish Journal of Computer and Mathematics Education, 12(7), 2936-2943.
- Trolan, J. (2017). A look into Korean popular culture and its tourism benefits. International Journal of Educational Policy Research and Review, 4(9), 203-209.
- Tsiotsou, H. R., & Goldsmith, E. R. (2012). Strategic marketing in tourism services. United Kingdom: Emerald Group Publishing Limited.
- Ţuclea, C.-E., & Nistoreanu, P. (2011). How film and television programs can promote tourism and increase the competitiveness of tourist destinations. Cactus Tourism Journal, 2(2), 25-30.
- Vagionis, N., & Loumioti, M. (2011). Movies as a tool of modern tourist marketing. Tourismos:An International Multidisciplinary Journal of Tourism, 6(2), 353-362.
- Vijay, D., & Ravichandran, K. (2019). Consumer behaviour in tourism. EPRA International Journal of Multidisciplinary Research (IJMR), 5(12).
- Wild, J., & Wild, K. (2021). International business: The challenges of globalization (What’s new in management). Singapore: Pearson.
- Yang, J. (2014). The Korean Wave (Hallyu) in East Asia: A comparison of Chinese, Japanese, and Taiwanese audiences who watch Korean TV dramas. Development and Society, 41(1), 103-147.
- Yoo, K. H., Yuk, H., Han, H.-J., & Kim, Y. (2015). A study on extension of culture contents service based on linked open data: Focused on the K-food contents. Journal of Information Management, 32(1), 109-134.
- Yook, L. E., Yum, Y.-o., & Kim, J. S. (2014). The effect of Hallyu (Korean Wave) on Korean transnationals in the US.Asian Communication Research, 11(12), 5-21.
- Yuliawan, A. B., & Subakti, E. G. (2022). Pengaruh fenomena Korean Wave (K-Pop dan K-Drama) terhadap perilaku konsumtif penggemarnya perspektif Islam. Jurnal Penelitian Keislaman, 18(1), 35-48.