• Ok-pop, a worldwide music phenomenon, is driving a vibrant music tourism business 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 research 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 affect of Ok-pop on world tourism tendencies.

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 major 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 business.

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.

Nevertheless, regardless of the rising recognition of music tourism, a number of analysis gaps exist. Little has been carried out to investigate the results of music on potential vacationers’ attitudes and behavioral intentions. The consumption worth of music, the perceived advantages that prospects can acquire from a services or products, has largely been missed within the context of music tourism.

The researchers addressed these gaps by inspecting 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 overseas Ok-pop audiences, primarily residing in the US. The survey measured varied points of Ok-pop consumption worth, viewers involvement, and the intention to journey, store, and eat meals in Korea.

Apparently, the researchers discovered that Ok-pop music’s perceived character and visible efficiency worth had been insignificant in explaining emotional involvement or referential reflection. This may very well be on account of Western vacationers’ unfamiliarity with the mushy 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 eat its merchandise or journey inside the nation. This suggests that Ok-pop’s affect might prolong past journey and purchasing intentions to form the general notion of Korea and the willingness to eat Korean meals.

This research’s findings have vital implications for stakeholders within the tourism business. Vacation spot advertising and marketing organizations in Korea can successfully capitalize on Ok-pop music in tourism growth and advertising and marketing, integrating Ok-pop tradition and Korean traditions into their merchandise and techniques.

In conclusion, the researchers assert that music is important in creating significant relationships and social bonds amongst followers no matter socio-cultural, spiritual, and political variations. This research 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.