부산대학교 도서관

This study is based on the results of 2019 International Visitor Survey, conducted yearly by Ministry of Culture, Sports and Tourism and Korea Tourism Organization on international tourists visiting Korea throughout the year. The study aims to identify influences of Hallyu's growing global popularity on these visitors through analysis of behavioral patterns, post-tourism attitude and behavioral intention model from a sample group of the demographic attracted by Hallyu. The analysis divides into three core components: First, the correlation between the perceived factors of tourism preparedness and overall satisfaction of international tourists visiting Korea shown in the 2019 Survey. Second, the association between the Hallyu attracted demographic's perceived tourism preparedness factors and their intentions for recommending and revisiting. Third, the comparison of Hallyu and non-Hallyu attracted demographics' characteristics. Distinguishing the competitive factors of perceived tourism preparedness influencing the post-visit behavior of Hallyu attracted demographic, the study concludes with proposals of public policies and outbound marketing strategies to encourage revisits to Korea.