The influence of cultural familiarity on Tanzanian millennials' perceptions of Korea: the mediating roles of involvement

The purpose of this study was to examine the interrelationships between cultural familiarity (CF), Korean cultural involvement (KCI), involvement with Korean celebrities (IKC), attitude toward a country (ATCOUN), and word-of-mouth (WOM) toward Korea. Survey data were collected from 358 Tanzanian col...

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Bibliographic Details
Published inAsia Pacific journal of tourism research Vol. 25; no. 1; pp. 64 - 75
Main Authors Choi, Kyuhwan, Meng, Bo, Kim, Sung-Bum
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 02.01.2020
Taylor & Francis Ltd
Subjects
Asian culture
Attitude toward a country
Attitudes
Celebrities
College students
cultural familiarity
Hallyu
involvement with Korean celebrities
Korean celebrities
Korean cultural involvement
Millennials
South Korea
Tanzania
word of mouth
South Korea
Tanzania
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Summary:The purpose of this study was to examine the interrelationships between cultural familiarity (CF), Korean cultural involvement (KCI), involvement with Korean celebrities (IKC), attitude toward a country (ATCOUN), and word-of-mouth (WOM) toward Korea. Survey data were collected from 358 Tanzanian college students within Tanzania in March of 2017. The findings reveal that CF exerted a positive and significant influence on KCI, IKC, and ATCOUN. Moreover, KCI positively and significantly forms both IKC and ATCOUN. Additionally, IKC was a positive influence on ATCOUN. ATCOUN was demonstrated to be a significant predictor of WOM, while KCI was demonstrated to act as a partial mediator between CF and ATCOUN. IKC was a partial mediator between CF and ATCOUN. IKC was a full mediator between KCI and ATCOUN.
ISSN:1094-1665
1741-6507
DOI:10.1080/10941665.2018.1553200