Recently as two Korean dramas, “The Heirs (2014)” and “My Love from the Star (2014),” have come into vogue among the Chinese, the Korean wave (Hallyu) which had temporarily waned is sweeping over China again. The Korean wave (Hallyu) created a... Recently as two Korean dramas, “The Heirs (2014)” and “My Love from the Star (2014),” have come into vogue among the Chinese, the Korean wave (Hallyu) which had temporarily waned is sweeping over China again. The Korean wave (Hallyu) created a deluge all over China, and online shopping malls are thriving thanks to the popularity of Korean dramas. Particularly, the online shopping malls are swarming with consumers who purchase items such as clothes, cosmetics, jewelry, sunglasses, bags (and so on) that Kim, Soo-Hyeon and Jeon, Ji-Hyeon used in those dramas. Meanwhile, some local Korean governments are taking the lead in encouraging Chinese tourism. For instance, the city of Busan is developing customized high-class travel packages such as cruises in order to attract a million Chinese tourists, and is finding a variety of strategic approaches to satisfy that demand. The massive Korean wave in China is expected to continually increase Chinese tourism to Korea. Although the neo-Korean wave in China is all the rage, methodical analyses about these social and cultural phenomena have not been sufficiently conducted. The existing research has attempted to study the relationship between Korean dramas and national image, the encouragement of Chinese tourism due to the Korean wave, and the influence on Korean tourism's image due to the Korean wave. Studies that handle the structural relationship connecting the characteristics of Korean dramas and viewer satisfaction, national image and prospective tourism are rare. Even if the existing studies have individually handled structural components that this study considers, this study investigates the structural relationship between individual conceptual components. In order to achieve the detailed objective of this study, the study was established research models and carried out practical analyses assuming several hypotheses after theoretical considerations through literature review. Initially the study was conducted a survey concerning Korean dramas with 500 samples around Guangzhou in China, and were able to obtain 345 samples after excluding inappropriate answers. A variety of analysis methods such as reliability analysis, exploratory factor analysis and confirmatory factor analysis were used for correlation analysis, and conducted factor analysis to determine reliability and validity. To evaluate and verify practical analysis, model and research hypotheses and statistic software packages such as SPSS 18.0 and AMOS 18.0 were employed. According to the analysis results about conceptual components, the characteristics of Korean drama were categorized into three features: story features, production features and cast appearance features. The national image was divided into four dimensions: political, economic, social and cultural factors. Viewing satisfaction and prospective tourism were considered as a single dimension. It turned out that these characteristics have reliability and validity. The summary of the major results are as follows. According to the results of hypothesis 1, the story features and cast appearance features had a positive effect on viewing satisfaction. The story feature ended up having the greatest effect. On the contrary, production features had little influence on the viewing satisfaction. According to the results of hypothesis 2, viewing satisfaction of Korean drama had a positive effect on the economic, social and cultural images which are secondary components of national image. The economic image factor ended up having the greatest effect on viewing satisfaction. On the contrary, political image factor was not statistically related to the viewing satisfaction. According to the results of hypothesis 3, it turned out that economic, cultural and social components of national image had positive effects on prospective tourism to Korea, in that order. Political image had the least meaningful effect. Based on the results of these analyses, the review points are as follows: First, the success of the Korean wave in China suggests that it depends upon the sufficient application of story and cast appearance features rather than upon production features. It also turned out that technical production features such as filming and editing techniques are not important factors for Chinese viewers. Therefore, story and cast appearance features are considered to be factors that should not be ignored. Second, as Chinese viewers follow Korean dramas such as "The Heirs" and "My Love from the Star," they begin having a favorable image of Korea, which could encourage Chinese tourism to Korea. This can be explained with the cultural backlight effect that is mentioned by the existing studies. Third, it turned out that the age group of Korean drama viewers has expanded from people in their 20s to those in their 30s, 40s and 50s. Therefore, the enthusiastic worldwide reception of Korean dramas boosts national image and encourages prospective tourism. Particularly, if Korea's favorable image is improved via the casts of Korean dramas, many Chinese viewers will choose Korea for their tourism destination. Fourth, from the point of view of Korean drama producers, story and cast appearance are essential for increasing viewer satisfaction. Additionally, it is also necessary for the Korean government to diversify methods to improve prospective tourism to Korea, such as utilizing the entertainment industry. This is a necessary task to sustain the Korean wave in China rather than just creating a fad. The result of this study can be regarded as a meaningful extension of the previous study. Not only could its results contribute to the discovery of methods for encouraging prospective tourism to Korea, but they could enhance Korea's national image. ，韩语论文范文，韩语论文网站 |
