The role of social media engagement in the purchase intention of South Korea's popular media (Hallyu) tourism package: based on uses and gratifications theory

Chung, Won Ji; Jeong, Chul

doi:10.1080/10941665.2024.2308850

Asia Pacific Journal of Tourism Research

2024

DOI: 10.1080/10941665.2024.2308850

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The role of social media engagement in the purchase intention of South Korea's popular media (Hallyu) tourism package: based on uses and gratifications theory

Won Ji Chung,

Chul Jeong

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Cited by 2 publications

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Potential tourists’ response to nuclear and radiation crises from risk information to actions

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Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach

Das,

Kondasani,

Deb

et al. 2024

Tourism and Hospitality Research

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Online review reading is almost ritualistic before making any purchases. Building on social cognition theory, uses and gratification theory, and stimulus organism response theory, this study explores user-generated content (UGC) attributes affecting intentions to travel via a mediating variable (destination image). Using partial least squares structural equation modeling (PLS-SEM) analysis and necessary conditions analysis (NCA) on responses ( N = 392) collected online in India, the findings reveal that the perceived novelty of content (PNC) and perceived value of content (PVC) positively influence destination image and behavioral intention. Destination image mediates the relationship between PNC, PVC, and content users’ behavioral intentions. Perceived reliability of content (PRC) positively affects behavioral intention. The findings suggest that adequate PNC, PRC, and PVC levels are necessary to enhance destination image and generate intention to travel. This study contributes to the UGC literature and provides recommendations for stakeholders to improve user experience and enhance destination image perception.

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The role of social media engagement in the purchase intention of South Korea's popular media (Hallyu) tourism package: based on uses and gratifications theory

Cited by 2 publications

References 64 publications

Potential tourists’ response to nuclear and radiation crises from risk information to actions

Potential tourists’ response to nuclear and radiation crises from risk information to actions

Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach

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