The Korean Wave (Hallyu) can be defined as the growing global acceptance of Korean culture in the lifestyle around the world (Lee, 2015). H0: There is no significant relationship between Korean music and Malaysian youths' intention to visit Korea. H0: There is no significant relationship between Korean food and Malaysian youths' intention to visit Korea.
Chapter Layout
- Chapter 1: Research Overview
- Chapter 2: Literature Review
- Chapter 3: Methodology
- Chapter 4: Data Analysis
- Chapter 5: Discussion, Conclusion and Implications
In addition, the researchers conducted research instruments and data analysis to collect the data.
Conclusion
LITERATURE REVIEW
- Introduction
- Dependent Variable
- Intention of Malaysian Youth to Visit Korea
- Independent Variables
- Korean Music
- Korean Drama
- Korean Food
- Korean Cosmetic Medical Tourism
- Review of Relevant Theoretical Framework
- Proposed Theoretical Conceptual Framework
- Hypothesis Development
- Relationship between Korean Music and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Drama and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Food and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Cosmetic Medical Tourism and Intention of Malaysian Youth to Visit
- Conclusion
H1: There is a significant positive association between Korean music and the intention of Malaysian youth to visit Korea. There is a significant positive association between Korean drama and the intention of Malaysian youth to visit Korea. H3: There is a significant positive association between Korean food and the intention of Malaysian youth to visit Korea.
RESEARCH METHODOLOGY
Introduction
Research Design
- Quantitative Research
- Descriptive Research
Researchers use this method to study the relationship between independent variables and the dependent variable. This method can help researchers save time and cost in conducting this study. Overall, this research aims to determine the causal relationship between the independent variables (Korean music, Korean drama, Korean food, and Korean cosmetic medical tourism) and the dependent variable (Malaysian youth's intention to visit Korea).
Data Collection Method
- Primary Data
- Secondary Data
The secondary data is available in many forms such as written form, typed form and electronic form (Shodganga, 2012). The researchers can acquire the written form of secondary data from journal articles, books and government publications. In addition, the typed form of secondary data is the online databases, which can be obtained through the e-prints, and ScienceDirect.
Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
The example of those involved in this research are the young people in Malaysia aged 15 to 35 who are financially able to travel in Korea. The sampling technique can be classified into two, namely non-probability sampling and probability sampling. The non-probability sample does not require a precisely defined population as it is appropriate.
Research Instrument
- Questionnaire Design
- Pilot Test
Pilot testing is the initial testing conducted by the researchers before the formal testing to increase the reliability of the research (Bartlett, 2013). According to Hertzog (2008), it may be acceptable to use 10% from the full actual data size to conduct the pilot test. Then, the researchers distributed a total of 30 sets of pilot test sample questionnaires to targeted respondents.
Construct Measurement
- Nominal Scale
- Ordinal Scale
- Origin of Constructs
For gender, 1 can be used to represent male and 2 can be used to represent female in this study. I like Korean music because of Korean trends Lourenco (2015) I listen to Korean music because of good looks. Haarhoff (2016) Korean cosmetic health services are of high quality Maja (2015) I trust cosmetic health services in the South.
Data Processing
- Questionnaire Checking
- Data Editing
- Data Coding and Data Transcribing
- Data Cleaning
The researchers revised the questionnaires to reduce errors such as missing data. Data coding is the process of converting the answers given by the respondents into numerical values (Theron, 2015). After the data coding process, data transcription is the following step for researchers to enter all the coded data into the computer.
Data Analysis
- Descriptive Analysis
- Frequency Analysis
- Reliability Analysis
- Inferential Analysis
- Pearson Correlation Coefficient
- Multiple Regression Analysis
The most popular tool that can be used to measure scale reliability is Cronbach's Alpha. The researchers use Pearson correlation and multiple regression to analyze the data provided by the samples that represent the entire population. Pearson correlation coefficient is adopted to measure the strength of linear relationship between independent variables (Korean music, Korean drama, Korean food and Korean cosmetic medical tourism) and dependent variable (Malaysian youth's intention to visit Korea).
If the coefficient value is more than 1.0, it indicates a positive relationship between dependent and independent variables. Sedgwick (2012) also mentioned that a zero correlation coefficient implies that there is no linear relationship between the variables. Multiple regression analysis is performed to analyze data when there are multiple independent variables (Leech, Gliner, Morgan, & Harmon, 2003).
According to the formula above, Y is the predicted value of dependent variable, a is the constant value or Y-intercept, b is the unstandardized coefficient and X is the value of independent variables. Furthermore, r² is used to measure the proportion of dependent variable, which can be interpreted by several independent variables (Williams, 2015). In this research, r² is used to investigate the relationship of how much intention of the youth in Malaysia to visit Korea can be explained by Korean music, Korean drama, Korean food and Korean cosmetic medical tourism.
However, the ANOVA test is used to determine the significant relationship between dependent variable (Malaysian youth's intention to visit Korea) and independent variables (Korean music, Korean drama, Korean food, and Korean cosmetic medical tourism).
Conclusion
DATA ANALYSIS
Introduction
Descriptive Analysis
- Respondents’ Demographic Profile
Gender
Race
The race holding the second largest number of respondents is Indian, which comprises 9.0%, followed by Malay respondents (8.7%). The respondents are divided into two age groups, which are from 15 to 25 years old and from 26 to 35 years old. Most of them are in the age group of 15-25 years, it consists of 261 respondents, which make up 87%.
Subsequently, 39 respondents aged 26 to 35 years respond to our questionnaire, representing 13% of the total number of respondents.
Age Groups of the Respondents
Most of the respondents are undergraduate students who are currently pursuing a degree, comprising 236 respondents, representing 78.7%. Only 64 respondents completed their studies at a diploma, which represents 21.3% of the total number of respondents.
Educational Level
Income per Month
There are 82.3% of the respondents with a monthly income level of below RM2000, followed by 14.4% of the respondents have earned a monthly income between RM2001 and RM4000. Out of the total 300 respondents, the majority of them receive pocket money of less than RM500, which is 220 students (73.3%).
Pocket Money per Month
Respondents’ General Information
Central Tendencies Measurement of Constructs
- Dependent Variable: Intention of Malaysian Youth to Visit Korea
- Independent Variable: Korean Music
- Independent Variable: Korean Drama
- Independent Variable: Korean Food
- Independent Variable: Korean Cosmetic Medical Tourism
In addition, more than 40% of respondents visit Korea to fulfill their curiosity about Korea, and 7.3% of them strongly disagree. 45.3% of respondents travel to Korea to enjoy Korean cuisine, and 0.3% of respondents disagree. In addition, 27.7% of respondents listen to Korean music because of the singers' good looks, but 10% of respondents strongly disagree.
What's more, 30.3% of respondents agree and 8.3% strongly disagree that they listen to Korean music because of the singer's costumes and dancing skills. 45.3% of the respondents agree that the Korean drama gives a romantic image, while only 3.7% of them do not agree at all. 22% of respondents strongly agree and 4.3% strongly disagree that they watch Korean dramas because of the good looks of Korean actors and actresses.
Almost 40% of respondents watch Korean dramas because of the variety of interesting content, while 5.7% disagree. Almost one-third of respondents (32.4%) agree and 8.3% of respondents disagree that Korean dramas are motivational. 35.7% of respondents agree that Korean food is healthy, while only 1.3% of respondents strongly disagree.
Moreover, 41.6% of the respondents trust the cosmetic medical service provided in Korea, there are only 1.3% who disagree.
Scale Measurement
- Reliability Analysis
In general, all Cronbach's Alpha coefficient values have acceptable internal consistency accuracy (> 0.7), while all constructs have good or very good association strength between 0.7 and 0.9.
Inferential Analysis
- Pearson Correlation Analysis
- Multiple Regression Analysis
- Model Summary
- ANOVA
- Test of Significance
- Regression Equation
H0: There is no significant relationship between Korean music and Malaysian youth's intention to visit Korea. H1: There is a significant positive relationship between Korean music and Malaysian youth's intention to visit Korea. Therefore, H1 is rejected, H0 is accepted, which suggests that there is no significant relationship between Korean music and Malaysian youth's intention to visit Korea.
H0: There is no significant relationship between Korean drama and Malaysian youths' intention to visit Korea. H2: There is a significant positive relationship between Korean drama and Malaysian youths' intention to visit Korea. H0: There is no significant relationship between Korean food and Malaysian youths' intention to visit Korea.
H3: There is a significant positive relationship between Korean food and Malaysian youth's intention to visit Korea. Therefore, H0 is rejected, H3 is accepted, which suggests that there is a significant positive relationship between Korean food and Malaysian youth's intention to visit Korea. H0: There is no significant relationship between Korean cosmetic medical tourism and Malaysian youths' intention to visit Korea.
H4: There is a significant positive relationship between Korean cosmetic medical tourism and Malaysian youths' intention to visit Korea.
Conclusion
DISCUSSION, CONCLUSION, AND IMPLICATIONS
- Introduction
- Summary of Statistical Analysis
- Descriptive Analysis
- Central Tendencies Measurement of Construct
- Scale Measurement
- Inferential Analysis
- Discussion on Major Findings
- Relationship between Korean Music and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Drama and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Food and Intention of Malaysian Youth to Visit Korea
- Relationship between Korean Cosmetic Medical Tourism and Intention of Malaysian Youth to Visit
- Implication on the Study
- Managerial Implications
- Limitation of the Study
- Recommendation for Future Research
- Conclusion
In short, all independent variables significantly influence the intention of Malaysian youth to visit Korea. All independent variables (Korean music, Korean drama, Korean food and Korean cosmetic medical tourism) positively influence Malaysian youth's intention to visit Korea. Only Korean drama (r=0.611) has a strong positive relationship with the intention of Malaysian youth to visit Korea.
This means that Korean music, Korean drama, Korean food, and Korean cosmetic medical tourism are significantly related to the intention of young people in Malaysia to visit Korea. In contrast, Korean music does not show a significant relationship with Malaysian youth's intention to visit Korea. H2: There is a significant positive relationship between Korean drama and Malaysian youth's intention to visit Korea.
H4: There is a significant positive relationship between Korean cosmetic medical tourism and the intention of Malaysian youth to visit Korea. There is a significant positive relationship between Korean music and the intention of Malaysian youth to visit Korea. The intention of the youth in Malaysia to visit Korea will increase when the positive perception towards Korean food increases.
Good quality of Korean cosmetic medical services can increase the intention of young people in Malaysia to visit Korea.
Korean Wave as a Factor on Taiwan's Entertainment, Consumer Behavior and Cultural Identity: A Case Study on "My Love from the Star". The Korean Wave and Asian Americans: The Ethnic Meanings of Transnational Korean Pop Culture in the US. The effects of Korean wave (hallyu) star and receiver characteristics on TV drama satisfaction and revisit intention.
The High Tide of the Korean Wave (3): Why Asian Fans Prefer Korean Pop Culture. The impact of the Korean wave on the language of international fans: A case study of Algerian fans.
Appendices Appendix A: Questionnaire
Korean Music (KM)
Korean Drama (KD)
Korean Food (KF)
Korean Cosmetic Medical Tourism (KCM) KCM 1 Unavailability of cosmetic
Korean Music - 1 Korean Drama - 2 Korean Food - 3 Korean Cosmetic Medical Tourism - 4 Q11 Do you have intentions to. Korean music - 1 Korean drama - 2 Korean food - 3 Korean cosmetic medical tourism - 4 Source: Developed for the research.
