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

Abstract

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.