K-POP 공연에 대한 체험요소가 외래 관광객의 재방문의도에 미치는 영향 연구: 브랜드 애착의 매개효과를 중심으로

This study aims to analyze the impact of K-POP performance experience elements on foreign tourists' brand attachment and intention to revisit Korea, as well as to verify the mediating effect of brand attachment. K-POP has gained explosive popularity worldwide, and the number of foreign tourists visiting Korea to experience K-POP performances continues to increase. In this study, the experience elements of K-POP performances are divided into four categories: entertainment experience, escapist experience, aesthetic experience, and educational experience, and the impact of each on brand attachment and intention to revisit Korea is empirically analyzed. The research method involved conducting a survey of foreign tourists who had directly experienced a K-POP performance, and empirical analysis was performed based on the collected data. The results showed that the experience elements of K-POP performances had a positive impact on brand attachment. Specifically, the entertainment experience had the greatest impact on brand attachment, followed by escapist experience, educational experience, and aesthetic experience. Additionally, K-POP performance experience elements were found to have a significant impact on the intention to revisit Korea, with brand attachment playing an important mediating role in this relationship. These results suggest that K-POP performances play an important role in enhancing tourists' emotional engagement and loyalty, going beyond mere cultural content consumption. In particular, the positive emotions and attachment formed through K-POP performances can lead to tourists' sustained interest and intention to visit Korea. Therefore, the need for developing package tour products linked to K-POP performances, establishing K-POP experience centers, and marketing strategies connecting with Hallyu-related tourist attractions is emphasized.