신한류가 일본과 중국관광객들의 한국 재방문의도에 미치는 영향

The influence of Neo-Han Ryu on Revisit Intention Among Japanese and Chinese Visitors: An Exploration of the Moderating Effect of Psychological Involvement within the TPB Framework

As Han Ryu, the Korean cultural wave, approaches its maturity stage, it expands its scope, beyond soap operas and pop songs(singers), into more traditional aspects such as traditional house, culture, language, arts, and life style. In the expectation of this new wave, so called, Neo-Han Ryu(NHR), this study investigates the effect of NHR on revisiting intention to Korea among Japanese and Chinese tourists who visited Korea. Ajzen & Fishbein's Theory of Planned Behavior model was employed as the conceptual framework of the study. Data were collected from 277 respondents who visited major tourist areas in Seoul in January 2010. The results of the study confirms that NHR preconditions the respondents' visiting intention through belief, attitude, subjective norm and perceived behavioral control, the antecedents of visiting intention, and actual action. In addition, the effect of psychological involvement with NHR was found to moderate the relationships between those behavioral antecedents and visiting intention. Marketing implications and suggestions are provided for Korean destination marketing organizations.