Korean Stars on the TV Drama and Their Influence to Foreign Fan’s Behavior

Globalization has played an increasingly critical role in every area of life, and culture is not an exception. The Korean Wave (or „Hallyu‟ in Korean) is a very popular cultural phenomenon among Asian consumers today. This new trend also has a significant impact on the Korean economy through exports of its product and increased tourism (Hogarth 2013). However, academic researches about the Korean Wave are very rare. In this study, we try to understand the importance of Korean stars‟ characteristics and the Korean Wave fan‟s characteristics and their effects on the fans‟ attitude and behavior. Those impacts on the Korean drama satisfaction and visit intention of Korea will be analyzed empirically to suggest managerial implications for the Korean Wave Industry.