학술논문
문화콘텐츠 호감도가 장소이미지와 방문의도에 미치는 영향 : - 한류문화를 경험한 중국인을 대상으로 - / The influence of cultural content likeability on site image and visit intention : targeting chinese who have experienced the korean wave culture
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
21세기는 다양한 문화콘텐츠를 향유하고 소비하는 문화콘텐츠의 시대이다. 특히 한류 문화콘텐츠가 전 세계에서 큰 한류열풍을 일어났다. 한류 문화는 중국을 중심으로 동아시아 지역에서 한국 드라마, 영화, 가요, 음식 등의 한국 대중문화가 인기를 끌고 있는 사회 문화적 현상이다. 한류문화가 다양한 대중매체를 통해서 전 세계에서 파급력과 영향력을 미치고 한국에 대한 긍정적으로 이미지를 형성하고 있었다. 기존의 선행연구에서 한류문화는 단순히 한국의 대중문화 상품에 열광하는 차원에서 나아가 파생상품의 구매까지 이어지면서 긍정적인 장소이미지 향상 및 한국에 대한 호감이나 선호하는 단계로 발전하여 결국이 한국을 방문으로 이루어지게 되었다. 이에 한류 문화콘텐츠에 대해 많은 사람이 한국을 직접 방문하고 관광하면서 한국에 있는 동안의 숙박과 쇼핑을 통해 국가경제효과를 창출하게 되고 이와 관광 수입과 지출에 대한 개선과 상관 산업의 고용창출로 이어지게 된다. 많은 선행연구를 살펴보면 대부분은 한국을 방문했거나 현재 한국을 방문하고 있는 관광객들을 대상으로 하였으며 본 연구에서는 한류 문화콘텐츠가 확산되고 있는 상황에서 중국 관광객들을 유치하기 위하여 한류문화를 경험한 중국인을 대상으로 문화콘텐츠에 대한 호감도가 한국 장소이미지와 방문의도에 어떠한 영향을 미치는지를 알아보고자 한다. 따라서 본 연구에서는 한류 문화콘텐츠에 대한 영상문화콘텐츠, 가요문화콘텐츠, 음식문화콘텐츠를 구분하여 한류 문화콘텐츠의 호감도가 한국 장소이미지와 방문의도에 어떤 관계가 있고 한국 장소이미지가 한국 방문의도에 어떤 관계를 설정했으며 실증조사를 실시하였다. 설문지는 온라인으로 실시하였으며, 이 중 269부가 유효표본으로 분석하였다. 조사결과는 응용통계 프로그램(SPSS 26)을 사용하여 인구통계학 특성 빈도분석, 신뢰도 분석, 요인분석과 다중 회귀분석을 사용하였다. 마지막 연구의 구체적으로 내용은 다음과 같다. 첫째, 선행연구를 통해 문화콘텐츠 호감도, 한류문화, 장소이미지에 관한 연구 및 방문의도의 이론적 고찰을 파악하였다.둘째, 이론적 내용에 근거한 연구모형 및 연구가설을 설정하고 설문조사를 실시하였다. 셋째, 실증분석을 통해서 연구가설을 검증하고 결과를 제시하였다.넷째, 연구의 시사점과 연구의 한계점 및 향후 연구방향을 논의하였다.
The 21st century is an era of cultural content, enjoying and consuming diverse cultural content. In particular, Hallyu cultural contents have caused a great Hallyu craze around the world. Hallyu culture is a cultural phenomenon in which Korean pop culture such as Korean dramas, movies, songs, and food is gaining popularity in Asia, including Taiwan, Japan, and Vietnam, mainly in China. Hallyu cultural contents have had a ripple effect and influence on people around the world through various media and formed a positive image of Korea.Previous research has shown that hallyu has gone beyond simply being enthusiastic about Korean pop culture products and has led to the purchase of derivatives, which has developed into a stage of positive tourism image improvement and preference for Korea, eventually leading to a visit to Korea. As a result, many people will visit and tour Korea in person on Hallyu cultural content, creating a national economic effect through accommodation and shopping during the period, which will lead to improvements in tourism revenue and spending and job creation in related industries. When reviewing many prior study most visited Korea Korea or is currently targeted at tourists visiting in this study, and spreading the Korean wave cultural content to attract Chinese tourists tourists destination potentially wave on the content of cultural acceptance rating Korean visit site after tourism images and any impact on the intention to find out how.Therefore, this study discusses hallyu cultural content for a cinema, pop culture, food culture hallyu, separated the cultural content is intention between image and visit some places of Korea and Korean place image relationship visit intention to set up any relationship, and conducted the empirical study. The questionnaire was conducted onlinewith 269 copies of which were analyzed as valid samples. The survey results used applied statistics program (SPSS 26), used demographic characteristic frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The specific content of the last study is as follows.First, through the Sunhae Research, we grasped the theoretical consideration of the popularity of Hallyu cultural contents, the image, and the intention of the visit.Secondly, set up the research model and research hypothesis based on the theoretical content, and conducted a questionnaire survey.Thirdly, through empirical analysis, the research hypothesis was verified and the results were presented.Fourth, the research implications and the limitations of the research and the future research directions were discussed.
The 21st century is an era of cultural content, enjoying and consuming diverse cultural content. In particular, Hallyu cultural contents have caused a great Hallyu craze around the world. Hallyu culture is a cultural phenomenon in which Korean pop culture such as Korean dramas, movies, songs, and food is gaining popularity in Asia, including Taiwan, Japan, and Vietnam, mainly in China. Hallyu cultural contents have had a ripple effect and influence on people around the world through various media and formed a positive image of Korea.Previous research has shown that hallyu has gone beyond simply being enthusiastic about Korean pop culture products and has led to the purchase of derivatives, which has developed into a stage of positive tourism image improvement and preference for Korea, eventually leading to a visit to Korea. As a result, many people will visit and tour Korea in person on Hallyu cultural content, creating a national economic effect through accommodation and shopping during the period, which will lead to improvements in tourism revenue and spending and job creation in related industries. When reviewing many prior study most visited Korea Korea or is currently targeted at tourists visiting in this study, and spreading the Korean wave cultural content to attract Chinese tourists tourists destination potentially wave on the content of cultural acceptance rating Korean visit site after tourism images and any impact on the intention to find out how.Therefore, this study discusses hallyu cultural content for a cinema, pop culture, food culture hallyu, separated the cultural content is intention between image and visit some places of Korea and Korean place image relationship visit intention to set up any relationship, and conducted the empirical study. The questionnaire was conducted onlinewith 269 copies of which were analyzed as valid samples. The survey results used applied statistics program (SPSS 26), used demographic characteristic frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The specific content of the last study is as follows.First, through the Sunhae Research, we grasped the theoretical consideration of the popularity of Hallyu cultural contents, the image, and the intention of the visit.Secondly, set up the research model and research hypothesis based on the theoretical content, and conducted a questionnaire survey.Thirdly, through empirical analysis, the research hypothesis was verified and the results were presented.Fourth, the research implications and the limitations of the research and the future research directions were discussed.