Performance drivers in the casino industry of South Korea

Kim, Woo-Hyuk

doi:10.1111/apel.12233

Cited by 3 publications

(1 citation statement)

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“…Research from a Korean creative content agency, for example, has revealed a rise in exports from the Korean broadcasting industry. Korean pop culture is centered on Asia, and Hallyu has become a source of national competitiveness [3][4][5]. As Hallyu cultural content has gained in popularity, the popularity of Korean products related to Korean pop culture has risen as well [6].…”

Section: Introductionmentioning

confidence: 99%

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

2020

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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.

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