Segmentation of Different Types of Hallyu Tourists Using a Multinomial Model and Its Marketing Implications

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38 Citations (Scopus)


The aim of this study was to classify types of Hallyu tourists based on their preferences for "Korean wave" products and to identify the factors influencing each tourist type. Results of cluster analysis suggested that the three-cluster solution was the most coherent and interpretable. Cluster 1 was named the "low involvement type," and Clusters 2 and 3 were named the "consumption seeking type" and the "active film-induced tourism seeking type," respectively. According to the results of the application of the multinomial logit model, the factors influencing the three tourist types were different. Additionally, the mean willingness-to-pay values were distinctive. The results of this study indicate both theoretical and marketing strategies for the tourism industry. One of the most important marketing implications is that there is a need to develop products including events involving famous television or movie stars, invitations to previews, tours of a television or film set, and honeymoon trips to film locations.
Original languageEnglish
Pages (from-to)341-363
Number of pages23
JournalJournal of Hospitality and Tourism Research
Issue number3
Publication statusPublished - 27 Aug 2010


  • culture
  • Hallyu
  • multinomial logit (MNL) model
  • segmentation

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management


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