부산대학교 도서관

The purpose of this study is to empirically analyze the advertising effects of the American and European tourism market in order to understand the experiences of foreign tourists on the overseas digital video advertising contents of the Korea Tourism Organization. We analyzed the differences in perceptions of advertising by nationality, gender by surveying 500 respondents in four countries including, the United States, Germany, the United Kingdom, and France. As a result, it was found that there were differences in the advertisement experience, based on nationality, gender, and age. In addition, there was a difference between the presence or absence of overseas travel experience within the last three years, and it was found that there was a difference in distribution according to the type of overseas travel purpose. These results suggest that a new customized public relations marketing approach system for each target in Europe and America should be prepared.