외국인의 K-콘텐츠 체험이 서울의 도시 브랜드 충성도에 미치는 영향 = The Effect of Foreigners’K-Contents Experiences on Seoul’s City Brand Loyalty

다국어 초록 (Multilingual Abstract)

This study analyzed the effects of foreigners’(Chinese, Filipino, Japanese, and American) K-contents (K-pop, K-movie, K-drama, K-variety, and K-comics) experience factors (entertainment experience, educational experience, esthetics experience, and escapist experience) on Seoul’s city brand loyalty (intention to reside in the city, intention to visit the city, intention to recommend the city, and intention to invest in the city). As a result of analyzing the correlation between the contents experience factors and the city brand loyalty factors, there were differences in the correlation coefficients (r) depending on the K-contents experience factors, but relatively high correlation coefficients were generally observed. As a result of analyzing the effects of K-contents experience on city brand loyalty, the entertainment experience of K-pop affected the intention to visit the city and the intention to recommend the city, and the escapist experience affected the intention to reside in the city and the intention to invest in the city. The entertainment experience of K-movie affected the intention to visit a city and recommend a city, while the escapist experience affected the intention to reside in a city and the intention to invest in a city. The entertainment experience of K-drama affected the intention to visit a city and recommend a city, while the escapist experience affected the intention to reside in a city and the intention to invest in a city. The entertainment experience of K-variety affected the intention to visit a city, recommend a city, and invest in a city, while the escapist experience affected the intention to reside in a city. The entertainment experience of K-comics affected the intention to reside in a city, the intention to visit a city, the intention to recommend a city, and the intention to invest in a city, while the escapist experience affected only the intention to reside in a city. Based on the research results, the practical implications of the K-contents experience factors necessary to increase city brand loyalty were discussed.