The effect of exposure to Korean wave contents on Japanese residents’ intention to visit Korea : Focusing on the moderating effects of ethnocentrism and satisfaction from Korean wave contents

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Key Points

This research explores how exposure to Korean wave content affects Japanese residents' intention to visit Korea, considering the roles of ethnocentrism and satisfaction.
Empirical analysis conducted with 201 Japanese participants
Assessment of exposure to Korean wave content and its effects on visit intention
Evaluation of moderating factors like ethnocentrism and satisfaction
Exposure to Korean wave content positively influences Japanese residents' intention to visit Korea
Ethnocentrism weakens the relationship between Korean wave content exposure and visit intention
Higher satisfaction from Korean wave content correlates with increased intention to visit Korea

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Shows Korean wave content exposure increases visit intention in Japanese residents, indicating cultural influences matter.

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Lee et al. (2017) studied this question.

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