Drivers of Revisit Intentions in the South Korean Tourism Sector: A Pilot Study

Abstract

Revisit intention has emerged as a critical area of inquiry in the increasingly competitive global tourism landscape, where destinations continuously strive to retain visitors and encourage repeat travel. While a substantial body of literature has examined tourist satisfaction and loyalty, there remains a lack of clarity regarding the underlying motivations that drive repeat visitation and the distinctive characteristics that define repeat visitors. Addressing this gap, the present study aims to identify and analyse the key factors influencing repeat visits to South Korea, a destination that has experienced significant growth in international tourism, particularly through cultural exports.

This research adopts a quantitative approach to examine the perceptions and motivations of repeat visitors. The findings reveal that cultural and experiential attributes play a central role in shaping revisit intentions. Specifically, elements associated with the Korean Wave (Hallyu) were found to be the most influential, including K-drama scenery, Korean pop music (K-pop), and the appeal of Korean drama celebrities. These factors not only enhance the destination’s image but also create emotional connections that encourage tourists to relive their experiences. In addition, tangible lifestyle components such as Korean cuisine and the country’s beauty industry—particularly cosmetics, makeup techniques, and hairstyling quality—were identified as significant motivators for repeat visits.

The results further indicate that these attributes contribute strongly to destination loyalty. Respondents demonstrated a high level of attachment to South Korea, expressing clear intentions to revisit and a strong willingness to recommend the country to others as a preferred holiday destination. This suggests that repeat visitors are not only driven by satisfaction but also by a deeper sense of cultural affinity and experiential fulfillment.

Overall, the study contributes to the understanding of repeat tourism behaviour by highlighting the importance of cultural influence, experiential consumption, and lifestyle appeal in shaping revisit intention. The findings provide valuable insights for destination marketers and policymakers in designing targeted strategies that leverage popular culture and enhance visitor experiences. By focusing on the attributes that resonate most with repeat visitors, South Korea can further strengthen its competitive position and sustain long-term tourism growth.