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Later City News: The Korean entertainment industry’s popularity and global reach have prompted private companies and destination management organizations to place Korean products and position Korea as a destination to international viewers.
Korean celebrities have also been found to form positively perceived Korean beauty standards, consequently serving as an antecedent of Korean beauty product awareness and perceived beauty product quality among international audiences.
The rise in popularity of Korean pop culture, where the various mediums of the Korean entertainment industry have become well-known internationally, has allowed both Korean private companies and governmental organizations, such as the KTO, to reach the international audience more effectively.
Studies have found that Korean entertainment media viewers have caused attitudes towards Korea to shift, and have also motivated audiences to visit Korea and experience the filming locations. Furthermore, tourism also generates revenue for businesses offering supporting and auxiliary services and products to tourists.
This phenomenon is often referred to as film/movie-induced tourism or media-induced tourism.
Although previous studies have found that audience involvement with entertainment mediums has positively impacted product purchase and visitation, a comprehensive investigation of the audience involvement’s multidimensionality has yet to be conducted, specifically, on the distinction between Korean entertainment (movies, TV dramas, TV shows, etc.) involvement and celebrity worship.
The structural equation modeling results found emotional involvement, referential reflection, and entertainment-driven celebrity worshipping tendencies to be significant antecedents of Korean beauty product purchase and Korea visit intentions.
One of the barriers for Indonesians to visit Korea is the visa requirement as well as the generally higher living expenses in Korea, making a trip to Korea not realizable for all. At the same time, Korean beauty products are available in various price ranges.
Korean budget beauty brands are especially popular in Indonesia, given the performance to price ratio when compared to brands from Europe and North America. The results were also consistent with previous studies in many areas, such as the significant impact of involvement and celebrity on consumer intentions.
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Korean movies and dramas attract interest due to the engaging storylines and attention to the cultural elements portrayed in them, such as fashion, food, beauty standards, and more. Korean celebrities have then emerged as vital ambassadors connecting the audience to the storyline and the overall culture of Korea.
The brand awareness and perceived quality of Korean beauty products relationship were also significant, given the existing reputation and the acclaimed Korean beauty standards.
Lastly, the role of perceived quality and intention to buy Korean products or visit Korea considered the level of involvement of the participants with Korean entertainment media and their familiarity with Korean culture and visitor attractions in Korea that have often been portrayed in the media.
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