This study examines the potential development of a multicultural commercial district from the perspective of international students and investigates their potential role as advocates for local commercial areas. Data were collected from 163 international students in Busan, Republic of Korea. Exploratory factor analysis identified four value dimensions: social and cultural experience, food experience, service facilities, and supportive environment. Regression analysis showed that social and cultural experience had the strongest positive relationship with advocacy intention, followed by supportive environment and food experience, while service facilities had no significant direct relationship. The moderating effects of K-content consumption were further examined by categorizing the four dimensions into broader experiential and functional values. K-content consumption significantly moderated the relationship between functional value and advocacy intention but did not moderate the relationship between experiential value and advocacy intention. These findings demonstrate that international students’ advocacy for multicultural commercial districts is associated with distinct forms of perceived value and that the role of these values varies according to their K-content consumption. The study provides implications for developing culturally inclusive commercial districts and engaging international students as potential advocates for local commercial areas.
- Open Access
- Article
Multicultural Commercial Districts: International Students’ Perceived Value and Place Advocacy
Author Information
Received: 31 Aug 2026 | Revised: 08 Oct 2026 | Accepted: 12 Oct 2026 | Published: 20 Oct 2026
Abstract
Keywords
multicultural commercial district | international students | perceived value | advocacy intention | K-content consumption | commercial revitalization
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