계획행동이론을 적용한 외래관광객의 한류 문화콘텐츠 행동예측모형 : 한국 드라마와 음반을 중심으로 = Research models based on the theory of planned behavior for predicting foreign tourists' behavior toward Korean wave cultural contents : focused on Korean soap operas and records

다국어 초록 (Multilingual Abstract)

ABSTRACT

Research Models Based on the Theory of Planned Behavior for Predicting Foreign Tourists' Behavior toward Korean Wave Cultural Contents
- Focused on Korean soap operas and records -


Im, Yun Jeong
Department of Hotel & Tourism Management
The Graduate School og Sejong University


This study purposed to formulate theoretical models expressing the relations among the variables of Korean wave cultural contents developed within the frame of the theory of planned behavior and to verify the models. In addition, this study performed empirical analysis on how the relations among the variables of Korean wave cultural contents change are different according to country (Japan and China) and contents (soap operas and records). What is more, based on the results, we suggested plans to utilize Korean wave cultural contents for sustaining the Korean wave and increasing the number of foreign tourists visiting Korea.
For these purposes, we reviewed established theories on Korean wave cultural contents and foreign tourists' attitude, and drafted a questionnaire based on opinions collected from experts in related businesses and academic circles. Using the questionnaire, a preliminary survey was conducted, and based on the results, the questionnaire was revised and supplemented and the main survey was conducted with the questionnaire.
The survey was conducted at the Incheon International Airport during the period from March 21 to April 6, 2008 with foreign tourists (Japanese, Chinese) who had experienced the use of Korean wave cultural contents. In the survey, questionnaires were distributed to 300 Japanese tourists and 300 Chinese ones, so a total of 600 tourists, and 561 of them were recovered (recovery rate 93.5%). Of the recovered ones, 85 questionnaires replied insincerely or with unanswered questions were excluded, and 476 questionnaires (245 from Japanese and 231 from Chinese) were analyzed as valid sample (84.8%).
Data collected in this study were encoded and statistically analyzed using SPSS Version 15.0 and AMOS Version 7.0.
The results of the analysis and their implications are as follows.
First, the research models containing prior knowledge of Korean wave cultural contents within the frame of Azjen's (1991) theory of planned behavior were proven applicable to measuring and analyzing foreign tourists' attitude toward Korean wave cultural contents. In addition, it was proven that all the measured variables derived from literature review and experts' opinions are acceptable in the tests of reliability and validity. This implies that the measured variables and the research models used in this study are utilizable in future studies.
Second, as to the estimated effect (path coefficient) of foreign tourists' consumption behavioral intention on their behavior, significant effect was observed in both the models on soap operas and records. This means that consumption behavioral intention as an antecedent variable affects foreign tourists' behavior and proves objectively that, as an intervening variable of exogenous variables such as attitude, subject norm, perceived behavioral control and prior knowledge, consumption behavioral intention is dependent on foreign tourists' behavior.
Third, in the result of analysis using country and contents as mediating variables, a significant difference in mediating effect was observed. That is, depending on whether Japan or China and whether soap operas and records, the latent variables (attitude, subject norm, perceived behavioral control, prior knowledge, behavioral intention, behavior) showed different relations among one another. This probably comes from differences in culture and perception of the contents between the two countries, and means that approach to Korean wave cultural contents for foreign tourists should be made in different ways according to country and contents.
Based on the results of this study and their implications as presented above, we suggest as follows in order to induce positive consumption behavioral intention and behavior in foreign tourists visiting Korea.
First, various Korean wave cultural contents should be developed and their quality should be enhanced. Most of exported Korean wave cultural contents are soap operas, records and movies. If the popularity of Korean wave cultural contents is led by only a few stars or their single-shot concerts, the Korean wave will subside soon. What is basically important in cultural contents is quality. If Korean soap operas and music of similar contents and quality are mass-produced, consumers will be fed up with them and the fever will cool down in a few moments. Accordingly, efforts should be made to develop various high value-added contents such as games, animations and documentaries related to the Korean wave, and continuous investment should be made in improving the quality of contents. In the results of our analysis as well, favorable attitude toward Korean wave cultural contents had a positive effect on foreign tourists' consumption behavioral intention, but such a favorable attitude can be changed easily by other exogenous variables. For this reason, the variety and quality of contents are important all the more.
Second, it is required to develop Korean wave cultural contents differentiated according to the characteristic and taste of each country's market. A precondition for Korean wave cultural contents to be spotlighted steadily is cultural exchange with the opposite country, which needs differentiated strategies in consideration of the opposite country's current circumstances. Keeping it in mind that one-sided advance of our popular culture may bring about contrary effects, we should develop Korean wave cultural contents for cultural exchange with foreign countries such as China and Japan, which are different from Korea in terms of political, social and economic characteristics. This is supported by difference between China and Japan in the results of our re

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제제기와 연구목적 1
• 1. 문제의 제기 1
• 2. 연구의 목적 3
• 제2절 연구범위와 연구방법 4
• 1. 연구의 범위 4
• 2. 연구의 방법 7
• 제2장 이론적 배경 8
• 제1절 문화콘텐츠 8
• 1. 문화콘텐츠의 개념과 구성요소 8
• 2. 문화콘텐츠의 중요성 11
• 3. 문화콘텐츠에 관한 선행연구 15
• 제2절 한류 18
• 1. 한류의 개념과 효과 18
• 2. 한류의 발전배경 22
• 3. 한류에 관한 선행연구 24
• 제3절 태도 27
• 1. 태도의 개념 27
• 2. 태도 관련 모형 30
• 제4절 사전지식 38
• 1. 사전지식의 개념과 역할 38
• 2. 사전지식에 관한 선행연구 40
• 제3장 연구모형과 조사설계 43
• 제1절 연구모형과 가설설정 43
• 1. 연구모형 43
• 2. 가설설정 44
• 제2절 설문지의 구성과 변수의 조작적 정의 51
• 1. 설문지의 구성 51
• 2. 변수의 조작적 정의 53
• 제3절 조사설계와 분석방법 56
• 1. 조사설계 56
• 2. 분석방법 57
• 제4장 실증분석 결과 59
• 제1절 표본의 특성과 변수의 검증 59
• 1. 표본의 인구통계적 특성 59
• 2. 표본의 여행행동 특성 및 한류 문화콘텐츠 소비 특성 60
• 3. 변수의 신뢰성 검증 63
• 제2절 실증분석결과 65
• 1. 상관관계분석 결과 65
• 2. 확인적 요인분석 결과 68
• 3. 연구모형의 검증결과 72
• 4. 연구가설의 검증결과 79
• 제3절 실증분석결과의 요약 101
• 제5장 결론 105
• 제1절 연구의 시사점 105
• 제 2 절 연구의 한계점 및 향후 연구방향 111
• 참고문헌 113
• 설문지 127
• ABSTRACT 153