한류 체험경로별 국가이미지 제고효과 분석

초록

Although a significant amount of research has been conducted on the topic of Hallyu, or "the Korean Wave," only several of the studies have attempted to determine which facets of Hallyu have most significantly affected the perception of Korea's national brand. In this study, we have categorized different facets of Hallyu based on human sensory channels and analyzed their respective effects on the national brand image of Korea. The results show that the influence of the tangible facets of Hallyu, such as those of food and clothing, on Korea's national brand image was found to be stronger than that of more intangible facets of this cultural phenomenon such as the passively experienced examples of films and television dramas. In this light, while the tangible facets of the Korean Wave were determined to have a stronger effect on the country's national brand, the intangible facets were found to be superior in terms of offering easier access to Hallyu to the intended audience. Such findings imply that in oder to improve the perception of Korea's national brand, the government should focus on developing products and services and determine ways to render high levels of interpersonal exposure and involvement. The government should also undertake public relations activities through channels including major international media outlets in order to more effectively maximize the effects of the intangible facets of Hallyu. Based on the results of this study, the authors believe that utilizing such tactics will greatly contribute to improving Korea's national brand image.

키워드