In recent years, the Asian people outbound tourism industry is steadily increasing. This study is intended to discuss why Asian people love Korean popular culture and identify underlying dimensions or factors considered why Asian people like to travel to Korea. Korea is now one of the interesting destinations in the world. Korean popular culture covers the cultural phenomena of people from around the world. In the early 2000’s, the expansion of Korean popular culture around the world is led by popular music and Korean drama, usually known as K-pop. Therefore, people are interested in Korea popular culture such as music, drama, movies, even interested in Korean foods, clothes and cosmetic. This study aims to examine the influence of the popular Korean culture attraction on the Korea travel experience, visitor’s satisfaction and revisit intention. The sample of this study will be Asian people who ever travelled to Korea. The results of this study are: 1. Korean popular culture attraction has a positive influence on the travel experience. 2. Travel experience has a positive influence on the visitor’s satisfaction and revisit intention. 3. Between Visitor’s satisfaction and revisit intention there has a positive relationship. In this study will provide the national tourism industry a better comprehension of the Asian tourism market, and also to improve their future travel strategies and planning.
