한류 콘텐츠 유형별 선호도와 북한으로 인한 위험지각이 한국 관광지이미지 및 관광의도에 미치는 영향

The Effects of Preference for Hallyu Contents and Perceived Risk due to North Korea on Tourism Destination Image and Visit Intention to Korea

Purpose - This research aims to analyze the effects of preference for Hallyu content and perceived risk due to North Korea on tourism destination image and visit intention to Korea. Design/Methodology/Approach - To achieve the research purpose, theoretical and empirical research were conducted. Through theoretical research, the measurement variables were derived from previous studies, and a questionnaire was created using the verified variables. To test the hypotheses, frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were conducted. Findings - It was found that the preference for Hallyu content had a significant positive effect on the tourism destination image of Korea as a whole. The results show that the higher the preference for K-entertainment and K-food, the greater the perception of the risk due to North Korea. The preference for Hallyu content and the tourism destination image of Korea have positive effect on tourism intention to Korea. The perceived risk due to North Korea also has positive effect on tourism intention to Korea. Research Implications - The academic implications of this study areas follows. First, the scope of the study was expanded by examining the relationship between preference and tourism intention for each type by specifying the existing Hallyu-related research into more diverse Hallyu types. Second, this study was differentiated from previous studies by including the risk perception caused by North Korea as determinants of tourism intention. The results of this study provide information on how to use Hallyu to form an attractive tourist destination image.