국가이미지가 한류선호도와 한류관광에 미치는 영향

This study investigated how national image effects the Korean wave preference and Korean wave tour by targeting its study model on the Chinese. It verified that the Korean wave preference and the influence of Korean wave tour had a positive effect in overall satisfaction. Korean wave preference and Korean wave tour was effected by factors related to the national image which had been deducted, based on preceding research. In this paper, it verified whether Korean wave preference and Korean wave tour construct a positive relationship with overall satisfaction. Preceding research pointed out that the national image is constructed by the recognition level of Korean products, economy, culture level, infrastructure and food culture factors. The study points out that the national image of Korea couldn`t effect the Korean wave preference. However, some factors, such as the Korean product recognition level and food culture, that construct the national image of Korea affected the Korean wave tour. This shows that a considerable number of Chinese tourists have been purchasing Korean cosmetics and Korean products in Korea, and were also attracted to Korean food. Although Korean preference itself did not influence the overall satisfaction of national image, and also couldn`t affect the Korean wave preference, it did contribute to the overall satisfaction through Korean wave tour. Based on the results of actual proof analysis, few marketing strategy and critical points have been suggested. First, the Korean wave tour created by Korean wave boom should target the Chinese by developing tour products which include shopping and food of each different region and produce related products strategically. Second, because the national image turned out to have no influence in the Korean wave preference, promotion strategy should focus more on the Korean tour product itself.