Effects of Cultural Familiarity, Familiarity, and Involvement on Attitude and Visit Intention Toward South Korea

초록

This study aims to address a gap by examining how cultural familiarity, familiarity, involvement,and attitude predict tourists’ intention to visit Korea. Data were collected from 351 respondentsthrough a questionnaire distributed via a well-known influencer in Uzbekistan, and 325 validresponses were used for the empirical analysis. SPSS 30.0 and AMOS 30.0 were employed to analyzethe data. The results indicate that cultural familiarity is positively associated with involvement,familiarity and intention to visit South Korea. Involvement and familiarity significantly andpositively influence tourists’ attitude toward the South Korea. Furthermore, tourists’ attitude show asignificant relationship with their intention to visit. Involvement and familiarity exert direct effectson intention to visit South Korea, while attitude serves as a mediating variable. These findingsprovide meaningful theoretical contributions and practical implications for tourism marketing anddestination management.

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