UGC 플랫폼에 노출된 한국 관광지 이미지가 중국 유학생들의 하위문화와 사회적 자본에 미치는 영향

초록

This study aims to identify whether exposure to Korean destination images through User-Generated Content(UGC) platforms influences the formation of subcultures and affects social capital among Chinese international students in Korea. For this purpose, a survey was conducted targeting Chinese international students residing in Korea who actively utilize UGC platforms. A total of 310 valid samples were collected and analyzed. The findings ares as follows: Firstly, the exposure to destination images via UGC positively influenced the formation of subcultural homogeneity and trust among users. Secondly, the subcultural homogeneity established through UGC significantly impacted social capital positively. Thirdly, the subcultural trust formed through UGC also demonstrated a positive effect on social capital. The results provide evidence that destination image exposure on UGC platforms plays a crucial role in developing subcultural identities and building social capital, particularly among Chinese international students. This research contributes to understanding the implications of UGC-driven tourism marketing and its influence on tourists’ online community behaviors.

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