The Phenomenon and Development of K-Pop: The Relationship between Success Factors of K-Pop and the National Image, Social Network Service Citizenship Behavior, and Tourist Behavioral Intention

This study aims to understand the impact of six success factors of K-pop on the national image of Korea perceived by global viewers and SNS citizenship behavior. In addition, this study seeks to validate the impact of the national image of Korea/SNS citizenship behavior, as defined in the foregoing, on tourist behavioral intention. Our analysis was conducted within the theoretical frameworks of the SERVQUAL, Image Theory, and the Theory of Planned Behavior. To that end, 1247 global viewers (eight countries) who have listened, watched and searched for information on K-pop are surveyed. Four statistical programs (SPSS/SmartPLS/GSCA Pro/JASP) are used for regression analysis and structural equation modeling. The results indicate the following. (1) Four K-pop success factors (producers, casting, producing/promotion, and contents) demonstrate a statistically significant positive influence on national image. (2) Two K-pop success factors (casting and producing/promotion) demonstrate a statistically significant positive influence on SNS citizenship behavior. In addition, K-pop contents has a statistically significant positive influence on SNS citizenship behavior (only in SPSS). (3) National image has a statistically significant positive influence on SNS citizenship behavior; and national image and SNS citizenship behavior have a statistically significant positive influence on tourist behavioral intention. As an exemplary cultural product, K-pop is creating economic added value. It is necessary to establish the measures to integrate K-pop in product planning and PR for sustainable marketing for Hallyu tourism