The impact of hallyu on travel intention to Korea of Vietnamese young people
Abstract
These days, Hallyu which is also known as Korean Wave has become a world-wide phenomenon, hence it makes number of visitors to Korea increase significantly. Especially, the popularity of Korean famous figures strongly hit the South East Asia countries such as Thailand, Phillipines, and Vietnam, etc. Thus, this research aims to examine the influence of Hallyu (Korean Wave) on travel intention to Korea of Vietnamese young people. The scope of the paper is limited to three factors of Hallyu which are movies, celebrities, pop music and people’ perception towards a country image of Korea. The study applied the quantitative method, with a sample size of 386 respondents.
After analyzing, the results will help Vietnamese travel agencies to develop successful marketing strategies towards Korea which targets the young people.
Keywords: Hallyu, Korean Wave, Korean popular culture, destination image, country image, Vietnam.