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Picture Credit score Hong Kong PolyU
- Ok-pop, a worldwide music phenomenon, is driving a vibrant music tourism trade in South Korea.
- Analysis by Dr. Seongseop (Sam) Kim and Dr. Antony King Fung Wong of Polytechnic College’s Faculty of Lodge and Tourism Administration examines how Ok-pop influences potential vacationer attitudes and behaviors.
An empirical examine authored by Dr. Seongseop (Sam) Kim and Dr. Antony King Fung Wong of the School of Hotel and Tourism Management at The Hong Kong Polytechnic University explores the impression of Ok-pop on international tourism developments.
Music tourism, a captivating mix of cultural exploration and fan pilgrimage, has existed for the reason that European “Grand Excursions” of the seventeenth century. It has advanced into a big cultural image and main vacationer attraction. And now, shifting away from its Western-centric roots, it is all about Ok-pop—the pulsating coronary heart of South Korea’s music tourism trade.
Boasting over 156 million followers worldwide, Ok-pop is synonymous with South Korea’s cultural export. BTS, the record-breaking boy band, alone contributes to at the least 0.3% of the nation’s GDP. The Korean authorities is even leveraging Ok-pop’s recognition to advertise tourism, particularly after the COVID-19 pandemic.
Nonetheless, regardless of the rising recognition of music tourism, a number of analysis gaps exist. Little has been executed to research the consequences of music on potential vacationers’ attitudes and behavioral intentions. The consumption worth of music, the perceived advantages that prospects can receive from a services or products, has largely been neglected within the context of music tourism.
The researchers addressed these gaps by analyzing the structural relationships between the perceived consumption values of Ok-pop music, viewers involvement, familiarity, and behavioral intention. They hypothesized that consuming Ok-pop music will increase viewers involvement and influences journey intentions towards Korea.
To check their speculation, a web based survey was administered to international Ok-pop audiences, primarily residing in america. The survey measured numerous facets of Ok-pop consumption worth, viewers involvement, and the intention to journey, store, and devour meals in Korea.
Curiously, the researchers discovered that Ok-pop music’s perceived character and visible efficiency worth have been insignificant in explaining emotional involvement or referential reflection. This might be attributable to Western vacationers’ unfamiliarity with the delicate masculinity usually portrayed by Ok-pop boy bands. Two dimensions of Ok-pop consumption worth, imitation and attachment worth, positively influenced audiences’ involvement.
The researchers discovered that Ok-pop music consumption not directly affected vacationers’ precise behavioral intentions by way of viewers involvement. Ok-pop music enhanced familiarity with Korea and drove the intention to devour its merchandise or journey inside the nation. This suggests that Ok-pop’s affect might prolong past journey and buying intentions to form the general notion of Korea and the willingness to devour Korean meals.
This examine’s findings have important implications for stakeholders within the tourism trade. Vacation spot advertising organizations in Korea can successfully capitalize on Ok-pop music in tourism improvement and advertising, integrating Ok-pop tradition and Korean traditions into their merchandise and techniques.
In conclusion, the researchers assert that music is crucial in creating significant relationships and social bonds amongst followers no matter socio-cultural, spiritual, and political variations. This examine provides invaluable insights for vacation spot entrepreneurs and tourism companies leveraging the worldwide Ok-pop phenomenon to draw and retain guests.
Supply: Kim, Seongseop (Sam), Kim, Sangkyun, and Wong, Antony King Fung. (2023). Music-induced Tourism: Korean Pop (Ok-pop) Music Consumption Values and Their Penalties. Journal of Vacation spot Advertising and marketing & Administration, Vol. 30, 100824.
