Consumption of pop culture and tourism demand: Through the lens of herding behaviour. (March 2023)

• Record Type: Journal Article
• Authors: Lim, Sungkyu; Seetaram, Neelu; Hosany, Sameer; Li, Matthew
• Is Part Of: Annals of tourism research. Volume 99(2023)
• Publication Date: 2023-03
• Subjects: Herding behaviour -- K-pop -- Tourism demand -- Korean wave -- Cultural consumption; Tourism -- Periodicals
• DOI: 10.1016/j.annals.2023.103531
• Languages: English
• ISSNs: 0160-7383

Abstract

Abstract: Herding is a social phenomenon where individuals act collectively as part of a group and make decisions based on the behaviour and choices of others. In this study, we conceptualise herding behaviour on social media via a two-step flow communication model and measured through Google and YouTube search volume. The estimated herding behaviour is used to develop a novel index to measure the online consumption of Korean cultural products. Monthly data between 2013 and 2019 were used to analyse tourist arrivals from 10 countries. Findings confirm that Korean wave, captured by the index, is statistically significant in predicting tourist arrivals. The study provides a generalised proxy of cultural consumption, applicable to other destinations. Highlights: Assesses the effect of online consumption of pop culture on tourism demand Draws on herding behaviour to construct a novel index Data on export of culture, Google Search and YouTube are used to construct the new index The herding index is used to predict international tourist arrivals in Korea The effect is stronger for arrivals from Asian countries