The impact of music values on behavioral intention toward tourism: The mediating roles of emotional involvement and referential reflection

Type of the article: Research ArticleAbstractThis study investigates the influence of Korean popular (K-pop) music values on behavioral intentions toward tourism, positing emotional involvement and referential reflection as mediating variables. Utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM), data were analyzed from a sample of 153 Indonesian K-pop fans aged 18 to 50. Data were collected between January and April 2025 via questionnaire, adhering to strict ethical protocols regarding informed consent and confidentiality. The results indicate that four dimensions of K-pop music values —character-visual, imitation-attachment, message-vocal, and idol-aesthetic — exert significant positive effects on tourism behavioral intention through the mechanisms of emotional involvement and referential reflection. Path analysis reveals a sequential process: first, the four K-pop value measures significantly enhance both emotional involvement and referential reflection; second, these mediators positively influence behavioral intention; and third, this intention manifests in four specific tourism-related attitudes, namely familiarity with Korean culture, shopping and travel intentions, interest in Korean cuisine, and motivation to learn the Korean language. Collectively, these findings validate the mediating roles of emotional involvement and referential reflection in translating music values into tourism behavioral intentions.