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Chunghee Lee
Institute for Euro-African Studies, Hanyang University, Seoul 04763, Korea

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Journal article
Published: 16 April 2020 in Sustainability
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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.

ACS Style

Woo-Hyuk Kim; Chunghee Lee; Sungsoo Kim. The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality. Sustainability 2020, 12, 3245 .

AMA Style

Woo-Hyuk Kim, Chunghee Lee, Sungsoo Kim. The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality. Sustainability. 2020; 12 (8):3245.

Chicago/Turabian Style

Woo-Hyuk Kim; Chunghee Lee; Sungsoo Kim. 2020. "The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality." Sustainability 12, no. 8: 3245.