상해엑스포 한국관 환경지각이 국가브랜드이미지와 한류에 미치는 영향 = Effects of Environmental Awareness of Shanghai EXPO Korean Exhibition on National Brand Image and Hanryu

다국어 초록 (Multilingual Abstract)

The purpose of this study is to prove the significant effects of environmental awareness of Shanghai EXPO Korean Exhibition on National Brand Image and ``Hanryu`` and to propose how to improve service environments and how to operate the Booth effectively. First, when the relation between environmental awareness of Korean Exhibition and national brand image is analyzed, it is found that contents factors in Korean Exhibition such as color, performance program, F&B (Food and Beverages), logo and symbol mark made strong influence on strong and original national brand image, while service factors such as atmospheric factors, social factors and design factors made strong influence on favorable national brand image. To maximize the viewing environment in a short time, diverse and state of the art contents should be developed and Korean Exhibition should attract audience by providing better service than other national booths. Second, when the relation between environmental awareness of Korean Exhibition and ``Hanryu`` is analyzed, it was found that on sound effects and F&B influenced the attitude to Image of Korea, while both service quality factors such as design factors, atmospheric factors and social factors and contents factors such as sound effects, logo and symbol mark influenced on the attitude to Korean products. Especially, there are evidences that viewers came to have more interests in Korea through the visit to Korean Exhibition. Thus, it is necessary to attract more viewers to expand consumers of ``Hanryu.``