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In recent years, the popularity of Korean pop culture in Asian nations is increasing and the Korean Wave becomes a new cultural trend. This study examines the consumer behavior of Chinese tourists visiting Korea and investigate factors influencing Korean television drama satisfaction and intention to visit Korea again. To empirically test the hypotheses, questionnaires had been collected and path analysis was performed. The results of the study indicate that the attractiveness and credibility of Korean stars affect T.V drama satisfaction while the commitment of fans affects drama satisfaction positively. Also, satisfaction affects intention to revisit Korea positively.

The Effects of the Korean Wave (Hallyu) Star and Receiver Characteristics on T.V Drama Satisfaction and Intention to Revisit