Travel decision-making process through Hallyu (Korean Wave) consumption via new media: religious constraints as a moderator

What is it about?

This study examines how Hallyu (Korean Wave) media consumption influences Muslim women's travel decision-making, with a focus on religious constraints as a moderating factor. By applying the AIDA (Attention-Interest-Desire-Action) model, the research highlights the impact of digital media on travel intentions and explores how religious considerations shape consumer behavior. The findings provide valuable insights for tourism marketers and policymakers seeking to develop Muslim-friendly travel strategies.

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