Analysis of Korean Wave’s Trade-creating Effect and Induced Tourism: the Case of Tanzania
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
One of the associate of public diplomacy, so-called ‘cultural diplomacy’ has been widely recognized in Korea. Cultural diplomacy is the way to attract the attitudes and opinions of peoples in other nations through drama, music, art, films, information and ideas. While many studies have examined the expansion and the effect thereof of Korean cultural products in Asia and Europe, few studies exist with regard to Africa. This study uses a 2017 survey conducted in Tanzania on the spread of Korean Popular Culture—Korean Wave (Hallyu). It raises two core questions: (1) How does Korean popular culture influence the opiniopn of Tanzanian toward Korean Image? and (2) How does Tanzanian people’s perception of Korea’s image througe Korean wave influence their decisions of purchasing Korean products as well as their willingness to visit to or live in Korea? Having used OLS regression model, the study finds a positive association between Korean popular culture and Korean image, which in turn becoming positive driving force to influence Tanzanians’ attitude towards Korean products. With these results, the study draws some important implications that could be of interest in establishing a new direction to further improve Korean cultural influence in Tanzania and to promote the Korean tourism industry as well as strengthen economic relations with Tanzania and other African countries
Abstract
One of the associate of public diplomacy, so-called ‘cultural diplomacy’ has been widely recognized in Korea. Cultural diplomacy is the way to attract the attitudes and opinions of peoples in other nations through drama, music, art, films, information and ideas. While many studies have examined the expansion and the effect thereof of Korean cultural products in Asia and Europe, few studies exist with regard to Africa. This study uses a 2017 survey conducted in Tanzania on the spread of Korean Popular Culture—Korean Wave (Hallyu). It raises two core questions: (1) How does Korean popular culture influence the opiniopn of Tanzanian toward Korean Image? and (2) How does Tanzanian people’s perception of Korea’s image througe Korean wave influence their decisions of purchasing Korean products as well as their willingness to visit to or live in Korea? Having used OLS regression model, the study finds a positive association between Korean popular culture and Korean image, which in turn becoming positive driving force to influence Tanzanians’ attitude towards Korean products. With these results, the study draws some important implications that could be of interest in establishing a new direction to further improve Korean cultural influence in Tanzania and to promote the Korean tourism industry as well as strengthen economic relations with Tanzania and other African countries
참고문헌 (39)
- Ang, Ien, "Watching Dallas" (1985), Methuen
- Agarwal, Sanjeev, "Country image: Consumer evaluation of product category extensions", International Marketing Review, 13(4) (1996)
- Bilkey, Warren J., "Country-of-origin effects on product evaluations", Journal of international business studies, 13(1) (1982)
- Chon, Kye-Sung, "The role of destination image in tourism: A review and discussion", The Tourist Review, 45(2) (1990)
- Cowan, Geoffrey, "Moving from Monologue to Dialogue to Collaboration: The Three Layers of Public Diplomacy", Annals of American Academy, 616(1) (2008)
- Cull, Nicholas J., "Public Diplomacy: Tazonomies and Histories", Annals of American Academy, 616(1) (2008)
- Cunnigham, Stuart, "From cultural to creative industries, theory, industry and policy implications", Media International Australia, 102(1) (2002)
- Driscoll, Angie, "Measuring Tourists’ Destination Perceptions", Annals of Tourism Research, 21(3) (1994)
- Eroglu, Sevgin A., "Effects of Individual and Product Specific Variables on Utilizing Country of Origin as a Product Cue", International marketing Review, 6(6) (1989)
- Fouts, Joshua S., "Public Diplomacy: Practitioners, Policy makers and Public Opinion" (2006), USC Center on Public Diplomacy and the Pew Research Center
- Gilboa, Eytan, "Searching for a Theory of Public Diplomacy", Annals of the American Academy, 616(1) (2008)
- Han, C. Min, "Country image: Halo or summary construct?", Journal of Marketing Research, 26(2) (1989)
- Hong, Sung-Tai, "Determinants of product evaluation: Effects of the time interval between knowledge of a product’s country-of-origin and information about its specific attributes", Journal of Consumer Research, 17(3) (1990)
- Huang, Xiaowei, "Korean Wave’-The Popular Culture, Comes as Both Cultural and Economic Imperialism in the East Asia", Asian Social Science, 5(8) (2009)
- Johansson Johny K., "Determinants and Effects of the Use of ‘Made in’ Labels", International Marketing Review, 6(1) (1989)
- Johansson Johny. K., "Negative country-of-origin effects: the case of the new Russia", Journal of International Business Studies, 25(1) (1994)
- Kang, Nae-Hui, "The Vacillation of Culture in Neoliberal South Korea", School of Oriental and African Studies Working Papers in Korean Studies, (21) (2012), University of London
- 김성수, "The effects of involvement with South Korean culture on familiarity, image, and behavioral intentions among Generation Y consumers in Tanzania", 관광레저연구, 30(10), pp.5~24 (2018), (사)한국관광레저학회
- Kim, Moon-Soo, "The changing pattern of industrial technology linkage structure of Korea: did the ICT industry play a role in the 1980s and 1990s?", Technological forecasting and social change, 76(5) (2009)
- Kotler, Philip, "Country as brand, product, and beyond: A place marketing and brand management perspective", Journal of Brand Management, 9(4-5) (2002)
- Kwon, Seung-Ho, "The cultural industry policies of the Korean government and the Korean Wave", International Journal of Cultural Policy, 20(4) (2014)
- Laroche, Michel, "The influence of country image structure on consumer evaluations of foreign products", International Marketing Review, 22(1) (2005)
- Lewis, Justin, "The Ideological Octopus" (1991), Routledge
- Lodge, Creenagh, "Success and failure: The brand stories of two countries", Journal of brand Management, 9(4-5) (2002)
- Martin, Ingrid M., "Measuring a multi-dimensional construct: country image", Journal of business research, 28(3) (1993)
- MCT, "Cultural industry whitepaper 2004" (2004), Ministry of Culture and Tourism
- Nebenzahl, Israel D., "Towards a Theory of Country Image Effect on Product Evaluation", Management International Review, 37(1) (1997)
- Nye, Joseph S., "Soft power: The Means to succeed in World Politics" (2004), Public Affairs
- Haggai Kennedy Ochieng, "Cultural Exchange and Its Externalities on Korea-Africa Relations: How Does the Korean Wave Affect the Perception and Purchasing Behavior of African Consumers?", East Asian Economic Review, 23(4), pp.381~407 (2019), 대외경제정책연구원[DOI]
- "OECD Investment Policy Reviews: Tanzania"[URL]
- Pallangyo, Pamela E., "The Concepts of Cultural Diplomacy and Korean Wave: Influence of Korean TV Drama Series in Tanzania", Ph.D, pp.2015
- Parameswaran, Ravi, "Assimilation Effects in Country Image Research", International Marketing Review, 19(3) (2002)
- Papadopoulos, Nicolas, "Country equity and country branding: Problems and prospects", Journal of brand Management, 9(4-5) (2002)
- Pereira, Arun, "County-of-origin image: Measurement and cross-national testing", Journal of Business Research, 58(1) (2005)
- Ryoo, Woonjae, "Globalization, or the logic of cultural hybridization: the case of the Korean wave", Asian Journal of Communication, 19(2) (2009)
- Shim, Doobo, "Hybridity and the rise of Korean popular culture in Asia", Media. culture and society, 28(1) (2006)
- Shimp, Terence. A., "Countries and their products: A cognitive structure perspective", Journal of the Academy of Marketing Science, 21(4) (1993)
- "University of Dar es Salaam"[URL]
- Williams, Kevin, "Understanding Media Theory" (2003), Arnold