Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)

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The Impact of Hallyu (Korean Wave) on Indian Youth’s Intention to Visit South Korea

Authors
Geetika Agrawal1, *, Vikas Madhukar2, Ruchika Kulshrestha3
1Research Scholar, Amity Business School, Amity University, Gurgaon, Haryana, India
2Pro Vice Chancellor-Amity University Haryana, Dean-Faculty of Management Studies, Director-Amity Business School, Gurgaon, Haryana, India
3Assistant Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
*Corresponding author. Email: geetika1980@gmail.com
Corresponding Author
Geetika Agrawal
Available Online 13 June 2024.
DOI
10.2991/978-94-6463-437-2_2How to use a DOI?
Keywords
Hallyu; Korean wave elements; Indian Youth; Intent to visit South Korea; Korea Tourism
Abstract

The Hallyu (Korean Wave) phenomenon has gained significant popularity among the younger demographic on a global scale. The primary objective of this research is to investigate the impact of the Hallyu phenomena on how young people in India perceive Korea as a potential tourist destination. A survey was conducted where data from 153 young participants, consisting of both university and high school students were collected. Data collection was conducted using an online questionnaire utilizing a simple random sampling technique. The study examined the six components of the Hallyu, namely Korean drama, Korean music albums, Korean movies, Korean fashion products and cosmetics, Korean food, and Korean games. The data reveals that Korean Music Albums are consumed at the highest rate among the six elements, with Korean dramas being the second most consumed by the Indian youth. Researcher has used correlation and regression analysis to find the association and relationship between the Korean elements and the visit intention of the Indian youth. All the elements of the Hallyu exhibited a positive correlation, except for Korean Games. The data indicates a strong correlation between Korean Food and the inclination to travel to South Korea. The Korea Tourism Organisation may prioritize the marketing of Korean cuisine as a prominent component while promoting South Korea as a travel destination towards India.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
13 June 2024
ISBN
10.2991/978-94-6463-437-2_2
ISSN
2352-5428
DOI
10.2991/978-94-6463-437-2_2How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Geetika Agrawal
AU  - Vikas Madhukar
AU  - Ruchika Kulshrestha
PY  - 2024
DA  - 2024/06/13
TI  - The Impact of Hallyu (Korean Wave) on Indian Youth’s Intention to Visit South Korea
BT  - Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)
PB  - Atlantis Press
SP  - 4
EP  - 20
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-437-2_2
DO  - 10.2991/978-94-6463-437-2_2
ID  - Agrawal2024
ER  -