IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i22p14806-d968334.html
   My bibliography  Save this article

Impact of COVID-19 Pandemic on Virtual Korean Wave Experience: Perspective on Experience Economy

Author

Listed:
  • Hyejin Yoon

    (Department of Global Tourism Contents, Baewha Women’s University, Seoul 03039, Korea)

  • Catherin Song

    (Global Destination Marketing Institute, Seoul 06114, Korea)

  • Myunghee Ha

    (Seoul Metropolitan Government, Tourism Policy Division, Seoul 04520, Korea)

  • Chulwon Kim

    (College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study examined the effect of four dimensions (i.e., the experience of education, entertainment, aesthetics, and escape) of the experience economy on participants’ attachment values toward tourism places in the context of the virtual Korean Wave experience during the COVID-19 pandemic. It also tested the relationship between attachment values and continuous immersion intention in virtual reality. An online survey was conducted on Asian people who experienced the Korean Wave culture, and 387 questionnaires were completed. Statistical analyses were used to establish the relationship between experiences, satisfaction, and continuous immersion intention comprising descriptive analysis, explanatory factor analyses, and multiple regression analysis. The result showed that the virtual Korean Wave (entertainment, educational, aesthetic, and escapism experience) significantly impacted participants’ attachment values. The meaningful virtual experiences would provide new insights into enhancing participants’ attachment to tourist places. There is little research examining the cultural experience and the attachment values of online users within the experience economy, despite the emergence and continuation of the novel coronavirus, which has led to many challenges in social, economic, technological, and medical systems’ lifestyles

Suggested Citation

  • Hyejin Yoon & Catherin Song & Myunghee Ha & Chulwon Kim, 2022. "Impact of COVID-19 Pandemic on Virtual Korean Wave Experience: Perspective on Experience Economy," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:14806-:d:968334
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/22/14806/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/22/14806/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    2. Sang M. Lee & DonHee Lee, 2020. "“Untact”: a new customer service strategy in the digital age," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 1-22, March.
    3. Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Grenoble Ecole de Management (Post-Print) halshs-01344350, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    2. Sebastian Molinillo & Francisco Rejón-Guardia & Rafael Anaya-Sánchez, 2023. "Exploring the antecedents of customers’ willingness to use service robots in restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 167-193, March.
    3. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    4. Sony, Michael & Aithal, Sreeramana, 2020. "Transforming Indian Engineering Industries through Industry 4.0: An Integrative Conceptual Analysis," MPRA Paper 102872, University Library of Munich, Germany.
    5. Paul MUKUCHA & Divaries Cosmas JARAVAZA & Forbes MAKUDZA, 2022. "Towards Gender-Based Market Segmentation: The Differential Influence of Gender on Dining Experiences in the University Cafeteria Industry," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(2), pages 182-200, June.
    6. Michela Addis, 2016. "Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 20-36, August.
    7. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Rouxelle de Villiers, 2017. "Experiences that Make Consumers Think: Cognitive Experiences," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 16(2), pages 177-179, December.
    9. Hanna KOMULAINEN, 2018. "Customer’s Perspective on Customer Data Usage in Mobile Banking Context," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 34-44, November.
    10. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    11. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    12. Chiang, Ai-Hsuan & Trimi, Silvana & Lo, Yu-Ju, 2022. "Emotion and service quality of anthropomorphic robots," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    13. Jinsoo Hwang & Seongseop (Sam) Kim & Insin Kim & Seulgi Park, 2023. "Factors Affecting the Memorable Experiences of Chinese Customers in Duty-Free Shopping," SAGE Open, , vol. 13(4), pages 21582440231, October.
    14. Komppula, Raija & Ilves, Riikka & Airey, David, 2016. "Social holidays as a tourist experience in Finland," Tourism Management, Elsevier, vol. 52(C), pages 521-532.
    15. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    16. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    17. Daniel Belanche & Luis V. Casaló & Carlos Flavián & Alfredo Pérez-Rueda, 2021. "The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 45-75, March.
    18. Hananiel M. Gunawan & Oliandes Sondakh,, 2020. "How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia," International Journal of Science and Business, IJSAB International, vol. 4(9), pages 47-59.
    19. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    20. Sørensen, Flemming & Jensen, Jens Friis, 2015. "Value creation and knowledge development in tourism experience encounters," Tourism Management, Elsevier, vol. 46(C), pages 336-346.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:14806-:d:968334. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.