From Streaming to Traveling: The Role of OTT Platform Experiences in Shaping Tourism Decisions

ABSTRACT This study explores how Over‐the‐Top (OTT) streaming platforms influence individuals' travel decision‐making processes, particularly in the context of media‐induced tourism. Unlike prior research that focused on specific narratives, this study examines the OTT platform itself as an experiential infrastructure shaping user behavior. Using a mixed‐methods approach, Study 1 analyzes interviews with American viewers of Korean content, revealing that features like algorithmic discoverability, cross‐cultural accessibility, binge‐watching, and cultural normalization foster a sense of simulated familiarity and increase intentions to travel to South Korea. Study 2 tests an extended Stimulus–Organism–Response (SOR) model with survey data from 351 US‐based participants. Results indicate that platform‐related and cultural factors enhance users' curiosity and engagement, fostering emotional connection and affinity with Korea, which in turn strengthens travel intentions. The study positions OTT platforms as cultural intermediaries, extending the SOR framework and offering new insights for tourism and media strategies.