Consumption of pop culture and tourism demand: Through the lens of herding behaviour

Herding is a social phenomenon where individuals act collectively as part of group and make decisions based on the behaviour choices others. In this study, we conceptualise herding media via two-step flow communication model measured through Google YouTube search volume. The estimated used to develop novel index measure online consumption Korean cultural products. Monthly data between 2013 2019 were analyse tourist arrivals from 10 countries. Findings confirm that wave, captured by index, statistically significant in predicting arrivals. study provides generalised proxy consumption, applicable other destinations.