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Outbound Tourism: Why Do Malaysians Choose South Korea Again?

Table 3: Multiple Regression Results

B Std. Error b t P 95% CI
LB UB
K-drama .129 .059 .138 2.199 .029 .013 .246
K-Music .044 .035 .077 1.249 .231 -.025 .113
K-Cuisine .280 .065 .264 4.284 .000 .151 .409
K-Rare Image .354 .061 .389 5.781 .000 .233 .475
R2 = 38.5%, Adjusted R2 = 37.1%, p < .001, N = 186, CI = Confidence Interval, LB = Lower Bound, UB = Upper Bound
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