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Article

The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality

1
Department of Consumer Science, Incheon National University, Incheon 22012, Korea
2
Institute for Euro-African Studies, Hanyang University, Seoul 04763, Korea
3
Department of Political Science and International Studies, Hanyang University, Seoul 04763, Korea
*
Authors to whom correspondence should be addressed.
Sustainability 2020, 12(8), 3245; https://doi.org/10.3390/su12083245
Received: 26 March 2020 / Revised: 7 April 2020 / Accepted: 8 April 2020 / Published: 16 April 2020
(This article belongs to the Special Issue Emerging Destinations Tourism Economics)
The purpose of this study is to explore the relationships between Hallyu, destination image, and behavioral intentions in light of the moderating effect of service quality. To that purpose, we established two objectives: to investigate relationships between Hallyu, destination image, and behavioral intentions and to examine how service quality at a destination affects the relationship between Hallyu and destination image. We collected data from 250 African students studying in Korea, 223 of whom returned usable surveys that we subjected to structural analysis. The results revealed that there is a positive relationship between Hallyu and destination image and that destination image significantly influenced behavioral intention. Moreover, we found differences in the moderating role of service quality. Such findings contribute to tourism marketing for African tourists. View Full-Text
Keywords: Hallyu; Africans; destination image; service quality; culture Hallyu; Africans; destination image; service quality; culture
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MDPI and ACS Style

Kim, W.-H.; Lee, C.; Kim, S. The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality. Sustainability 2020, 12, 3245. https://doi.org/10.3390/su12083245

AMA Style

Kim W-H, Lee C, Kim S. The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality. Sustainability. 2020; 12(8):3245. https://doi.org/10.3390/su12083245

Chicago/Turabian Style

Kim, Woo-Hyuk, Chunghee Lee, and Sungsoo Kim. 2020. "The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality" Sustainability 12, no. 8: 3245. https://doi.org/10.3390/su12083245

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