Foreign but Familiar

The global rise of the South Korean entertainment industry, commonly described as the Korean wave or hallyu, has been the subject of scholarly study because it presents a challenge to Western media hegemony. This chapter uses mixed methods to assess how hybridized genre conventions and familiar storytelling structures in South Korean television dramas create a media product that is accessible to a diverse fandom. The Korean drama fandom extends beyond Eastern Asia and the Asian diaspora, and there is a dearth of research on this larger global audience. Theories of cultural proximity are insufficient to explain a popularity that transcends culture and language. The importance of a media text's structure is also under-studied in research on fandom. By combining survey data from Korean drama fans living outside of South Korea with a critical assessment of the use of melodrama and other genre conventions in Korean dramas, this chapter argues that the shared symbolic language of genre plays an important role in building a global fanbase.

United or divided in diversity? The heterogeneous effects of ethnic diversity on European and national identities

In this article, we argue that the size and cultural proximity of immigrant populations in people's residential surroundings shape national and European identities. This means that the type of migrant population activates cultural threat perceptions and opportunities for contact to varying degrees. Geocoded survey data from the Netherlands suggests that large non-Western immigrant shares are associated with more exclusive national identities, while mixed contexts with Western and non-Western populations show more inclusive identities. These results suggest that highly diverse areas with mixed immigrant populations hold a potential for more tolerance. In contrast, exclusive national identities become strongly pronounced under the presence of sizeable culturally distant immigrant groups.

Community membership consistency applied to corporate board interlock networks

Community detection is a well-established method for studying the meso-scale structure of social networks. Applying a community detection algorithm results in a division of a network into communities that is often used to inspect and reason about community membership of specific nodes. This micro-level interpretation step of community structure is a crucial step in typical social science research. However, the methodological caveat in this step is that virtually all modern community detection methods are non-deterministic and based on randomization and approximated results. This needs to be explicitly taken into consideration when reasoning about community membership of individual nodes. To do so, we propose a metric of community membership consistency, that provides node-level insights in how reliable the placement of that node into a community really is. In addition, it enables us to distinguish the community core members of a community. The usefulness of the proposed metrics is demonstrated on corporate board interlock networks, in which weighted links represent shared senior level directors between firms. Results suggest that the community structure of global business groups is centered around persistent communities consisting of core countries tied by geographical and cultural proximity. In addition, we identify fringe countries that appear to associate with a number of different global business communities.

Can differences in innovativeness between European cross-border regions be explained by factors impeding cross-border business interaction?

Business interaction is important for innovation performance but may be challenging in cross-border regions. The objective of this research was to investigate the relation between factors that define cross-border business interaction and innovativeness. From the cross-border regional innovation systems literature, we operationalized thirty-five factors which potentially influence cross-border business interaction; these factors concern availability of science and knowledge bases, socio-cultural proximity, accessibility, institutional set-up, and governance. We conducted a survey focusing on these factors and analyzed the data using Cronbach’s alpha and linear regression. The cross-border interaction factors identified in the survey results served as independent variables and the differences in innovativeness levels in different European cross-border regions served as our dependent variable. This study confirmed that differences in innovativeness levels between countries can be related to factors hindering cross-border business interaction.

Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey

South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.

“Boundary-Maintenance” or “Boundary-Crossing”? Name-Giving Practices among Immigrants in Germany

This study investigates why some immigrants choose names for their children that are common in their home country whereas others opt for names used by natives in the host country. Drawing on the sociological literature on symbolic boundaries, the first strategy can be described as boundary-maintenance whereas the second can be classified as boundary-crossing. Using data from the German Socio-Economic Panel Study and applying bivariate and multivariate methods, two broader explanations for name-giving practices are tested: (1) cultural proximity and the permeability of the symbolic boundary between home and host country; and (2) immigrants’ levels of linguistic, structural, social, and emotional integration in the host country. Overall, the theoretical model explains the differences very satisfactorily. Whilst both sets of factors proved relevant to immigrants’ name-giving practices, the immigrants’ level of integration in the host country was less important than the cultural proximity between the origin group and host country.

“Most Americans like their privacy.” Exploring privacy concerns through US guests’ reviews

Purpose This study aims to explore US hotel guests’ privacy concerns with a twofold aim as follows: to investigate the privacy categories, themes and attributes most commonly discussed by guests in their reviews and to examine the influence of cultural proximity on privacy concerns. Design/methodology/approach This study combined automated text analytics with content analysis. The database consisted of 68,000 hotel reviews written by US guests lodged in different types of hotels in five European cities. Linguistic Inquiry Word Count, Leximancer and SPSS software were used for data analysis. Automated text analytics and a validated privacy dictionary were used to investigate the reviews by exploring the categories, themes and attributes of privacy concerns. Content analysis was used to analyze the narratives and select representative snippets. Findings The findings revealed various categories, themes and concepts related to privacy concerns. The two most commonly discussed categories were privacy restriction and outcome state. The main themes discussed in association with privacy were “room,” “hotel,” “breakfast” and several concepts within each of these themes were identified. Furthermore, US guests showed the lowest levels of privacy concerns when staying at American hotel chains as opposed to non-American chains or independent hotels, highlighting the role of cultural proximity in privacy concerns. Practical implications Hotel managers can benefit from the results by improving their understanding of hotel and service attributes mostly associated with privacy concerns. Specific suggestions are provided to hoteliers on how to increase guests’ privacy and on how to manage issues related to cultural distance with guests. Originality/value This study contributes to the hospitality literature by investigating a neglected issue: on-site hotel guests’ privacy concerns. Using an unobtrusive method of data collection and text analytics, this study offers valuable insights into the categories of privacy, the most recurrent themes in hotel guests’ reviews and the potential relationship between cultural proximity and privacy concerns.

Understanding students as hosts: moving beyond sightseeing

Purpose Neither visitors of visiting friends and relatives (VFR) travel nor hosts are homogeneous segments (Griffin & Guttenberg, 2020). For this reason, this study aims to address students as hosts of VFR travel and analyzes differences in the visitor and the host segment. As a result, marketing implications for destination marketing organizations that seek to realize the potential of the student VFR segment arise. Design/methodology/approach This research project adopts a multi-method approach to derive a deeper empirical understanding of visitors’ behaviors and the role of students hosting friends and relatives (SHFR). The quantitative study aims to reveal the relevance and differences between visits to friends (VF) and visits to relatives (VR), whereas the qualitative study elaborates on the findings of the quantitative study and seeks to understand the role and experiences of students as hosts. Findings The findings reveal that VR and VF travelers vary in terms of their expenditure. Hosts’ spending depends on visitors’ budgets; in general, both their direct and indirect (when relatives pay) spending increases when they have visitors. Furthermore, the data identify two distinct hosting styles: functional hosting is concerned with providing outstanding hospitality based on a more traditional, guest-oriented understanding of the role, whereas integrative hosting blurs the lines between hospitality and lifestyle based on a more modern, host-oriented understanding of the role. Research limitations/implications Regarding limitations, this study did not differentiate between students who were simultaneously locals and students who resided in the city only for study purposes. In a similar vein, the cultural background of the students was not considered in the research. Finally, the differences between VF and VR could further be explored in a quantitative follow-up study and in testing for significant differences in SHFR spending behaviors. Further research could examine whether domestic travelers, travelers with cultural proximity and/or short-distance VFR travelers are more likely to visit after COVID-19 as suggested by Backer and Ritchie (2017) in the case of crises and disaster. Practical implications Students as hosts differ from other hosts in VFR travel in their reluctance to embrace conventional tourism products. This study found that place attachment makes hosts of VFR travelers passionate ambassadors and advertisers for the destinations; destination marketing organizations (DMOs) could support this already positive image by providing and supporting students with more detailed information about their cities and the opportunities they offer. Results are of particular relevance because the COVID-19 pandemic is forcing DMOs to develop destination strategies that incorporate social-distancing and avoid crowded places. Social implications When students take their friends out to events and nightclubs, they contribute significantly to experiences that go beyond typical tourism activities such as sightseeing and shopping. By offering special discounts to visitors who come with their hosts, DMOs could help visitors delve more deeply into city life and thereby reduce the likeliness of crowded city centers. Considering the findings relating to the social and emotional qualities of VFR travel, DMO marketing to VFR travelers could benefit from promoting socio-cultural spaces and offerings that value groups’ social ties (e.g. family prices for families with adult children) or alumni status. Originality/value According to the authors’ knowledge, this study is the first which analyzes both, visitors and hosts of VFR travel using a two methods approach. Very recently, Griffin and Guttenberg (2020) miss VFR research focusing on the heterogeneity of the segment, and Backer et al. (2020) claim for more VFR research on the role of hosts carried out outside of Australia, New Zealand, Canada, the UK and the USA. To the authors’ best knowledge, this study is the first which delivers empirical insights on SHFR in Central Europe.