Movie-related Korean Wave and intention to visit: The role of country image as a mediating factor

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The Korean Wave, also known as Hallyu, is a phenomenon of globalization of South Korean culture that has influenced many aspects of life in various countries. Indonesia is a country affected by the Korean Wave due to globalization through the media. This paper aims to analyze the impacts of four detailed movie-related Korean Wave variables (visual, vocal, celebrity, and language) on intention to visit South Korea, with country image as a mediating variable. The research sample consisted of 302 fans and non-fans of the Korean Wave who either experienced or were interested in Korean Wave cultural contents. Data were collected from September to October 2023. The results were analyzed using the Partial Least Squared Structural Equation Model (PLS-SEM). The results confirm that four Korean Wave traits positively affect Indonesian tourists’ desire to travel to Korea. Improving the movie quality, including visuals, voice, celebrity, and language, might motivate Indonesian tourists to visit Korea. Likewise, the country’s image is positively and significantly influenced by each of the four Korean Wave variables. The findings were statistically significant at 5% significance level. Moreover, the study discovered that the perception of the country considerably affected the desire to travel and served as a go-between for the effects of film visuals, celebrity presence, and language on the decision to visit.

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    • Figure 1. Conceptual framework of the study
    • Figure 2. Path analysis of structural model
    • Table 1. Construct of variables, items, and sources
    • Table 2. Respondent profile
    • Table 3. Outer Loading, Cronbach’s alpha, Composite Reliability, Average Variable Extracted
    • Table 4. Fornell-Larcker criteria
    • Table 5. Heterotrait-Monotrait ratio of correlations
    • Table 6. Multicollinearity check
    • Table 7. Results for hypotheses testing of the direct effect
    • Table 8. R-squared and Q-squared of the structural model
    • Table 9. Goodness of fit result under SRMR measure
    • Table 10. Results of hypotheses testing on mediating effects
    • Table 11. Summary of thehypotheses results
    • Conceptualization
      Suyanto Suyanto, Melisa Melisa, Olivia Tanaya
    • Formal Analysis
      Suyanto Suyanto, Melisa Melisa, Olivia Tanaya
    • Funding acquisition
      Suyanto Suyanto
    • Investigation
      Suyanto Suyanto, Melisa Melisa, Olivia Tanaya
    • Methodology
      Suyanto Suyanto, Melisa Melisa
    • Project administration
      Suyanto Suyanto
    • Supervision
      Suyanto Suyanto, Olivia Tanaya
    • Validation
      Suyanto Suyanto, Olivia Tanaya
    • Writing – original draft
      Suyanto Suyanto, Melisa Melisa, Olivia Tanaya
    • Writing – review & editing
      Suyanto Suyanto, Melisa Melisa, Olivia Tanaya
    • Data curation
      Melisa Melisa
    • Resources
      Melisa Melisa