K-POP 영상물은 방한의도에 영향을 미칠까? - AIDA 모델을 중심으로 -

초록

This study explains the psychology of tourists who have the intention to visit Korea through exposures to K-POP video contents. The goal of the study is to explore whether people come to visit Korea after watching K-pop videos. Based on the literature review, the AIDA (Attention-Interest-Desire-Action) model was used to explain this process, verifying a prediction model for intention to visit Korea. This study focused on 255 Chinese research subjects by using online questionnaires. Data analysis indicated that attention (frequency watching K-POP videos) had a positive impact on interest (affective involvement and cognitive involvement). It was also found that one interest construct (affective involvement) had a positive impact on the subjects’ desire to visit Korea, while another interest construct (cognitive involvement) had a negative impact. In addition, desire (desire to visit Korea) had significant positive effects on action (intention to visit Korea). Thus, the relationship between watching K-pop videos and visiting Korea can be confirmed through this study. Furthermore, the results can also be used as reference material for similar future studies. The practical implications are that in the future, it will be possible to develop more effective and specialized marketing programs for K-POP videos and tourism for the Chinese market.

키워드