With the globalisation of music, it has become ever easier for people around the world to discover and connect with different genres and artists. This has sparked tourists’ interest in visiting the places where their favourite music originated or where iconic musical events, such as festivals, take place. Thanks to an innovative empirical study by Dr Seongseop (Sam) Kim and Dr Antony King Fung Wong of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University, working with a co-author, we now know more about how a global music phenomenon, K-pop, can drive tourists’ preferences and decision-making.
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