Effects of Prior Knowledge, Online Korean Wave Experiences, and Country Image on Cultural Tourism Intention

With the end of COVID-19, many people are increasingly engaging in travel. The purpose of this study is to investigate the determinants of cultural tourism intention among Chinese consumers, with a primary focus on the effects of Korean Wave (Hallyu) culture experiences. Using the Theory of Reasoned Action (TRA) as a theoretical foundation, this study validates an extended model by incorporating three new variables: prior knowledge, online Hallyu culture experience, and country image. From March 1, 2023, to April 1, 2023, 398 (385 valid) questionnaires were collected using an online survey method from students and faculty members at Anshan Normal University in Liaoning Province, China. The study found that online Hallyu experiences (K-pop, movies, and dramas) have a significant positive effect on the country image, which in turn positively influences cultural tourism intentions toward Korea. Additionally, prior knowledge significantly enhances both attitudes toward cultural tourism in Korea and the intention to participate in it. This study’s unique contribution lies in its integration of prior knowledge and online Hallyu culture experiences into an extended TRA model, offering fresh insights into the factors driving cultural tourism intentions. The findings may provide strategic guidance for companies in the Hallyu content industry

Computer-assisted web interviewing · Cultural diversity · Cultural tourism · Korean Wave · Technology Acceptance Model · Theory of planned behavior · Theory of reasoned action · Tourism · Tourism geography · Asian Culture and Media Studies · Culinary Culture and Tourism · Diverse Aspects of Tourism Research