중국 샤오홍슈 앱 내 K-뷰티 콘텐츠가 국가이미지 및 방문의도에 미치는 영향에 대한 연구
A Study on the Influence of K-beauty Content on National Image and Visit Intentions within the Chinese XiaoHongShu App
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목적: 본 연구는 K-뷰티와 한국 관광에 대해 높은 관심을 보이고 있는 중국 시장을 대상으로 K-뷰티 콘텐츠의 인기요인을 분석하고, 한국의 이미지 및 방한의도에 미치는 영향을 파악하고자 진행되었다. 방법: 실증분석을 위해 중국 샤오홍슈 앱을 통해 K뷰티콘텐츠를 시청한 경험이 있는 중국인 10대-50대 남녀 300명을 대상으로 온라인에서 자기기입식 설문조사를 시행하였고, 수집된 자료는 SPSS 26.0 통계프로그램을 활용하여 빈도분석, 신뢰도 분석, 요인분석, 상관관계 분석, 다중회귀분석, 단순회귀 분석을 실시하였다. 결과: 주요 결과를 요약하면 다음과 같다. 첫째, K-뷰티 콘텐츠 특성 중 유용성, 전문성, 신뢰성, 최신성, 매력성 순서대로 국가이미지에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 국가 이미지는 방문의도에 긍정적 영향을 미치는 것으로 나타났다. 셋째, K-뷰티 콘텐츠 특성은 방문의도에 유의한 영향을 미치는 것으로 나타났다. 결론: 따라서 K-뷰티에 대한 긍정적 경험을 할 수 있도록 질 좋은 K-뷰티 콘텐츠를 생산하고 확산시키는 것이 중요하며, 인플루언서와의 협업을 통하여 K-뷰티에 대한 홍보뿐만 아니라 관광 콘텐츠로 연결시켜야 한다. 또한 외국인을 위한 K-뷰티 관광상품을 개발하여 뷰티 산업의 허브로 거듭나야 할 것으로 사료된다. 본 연구 성과를 통해 K-뷰티 콘텐츠의 현황을 이해하고, 국가 이미지 제고와 관광목적지로서 한국의 매력도를 증진하여 여행수요증진을 위한 기초자료로 활용되기를 바란다.
Abstract
Purpose: This study investigates the factors influencing the popularity of K-beauty in the Chinese market, an audience captivated by K-beauty and Korean tourism. This paper aims to analyze the impact of these factors on Korea’s image and the intention to visit the country. Methods: This empirical analysis included a self-administered online survey targeting 300 Chinese individuals who have experience watching K-beauty content through the Xiaohongshu app. The sample’s ages ranged from teenagers to individuals in their 50s. Collected data were processed using SPSS 26.0, and we employed statistical techniques such as frequency analysis, reliability analysis, factor analysis, correlation analysis, multiple regression analysis, and simple regression analysis. Results: The study yielded the following key findings. Characteristics of K-beauty content was identified as positively influencing Korea’s image; these included (in descending order or relevance) usefulness, expertise, reliability, up-to-dateness, and attractiveness. A positive correlation was observed between the country’s image and the intention to visit. Finally, the characteristics of K-beauty content significantly influence the intention to visit. Conclusion: This study’s results underscore the significance of generating and disseminating high-quality K-beauty content to ensure a positive experience. The findings support strategic collaboration with influencers to promote K-beauty and integrate it with tourism content. Furthermore, we suggest developing K-beauty tourism products tailored for foreigners to position Korea as a hub in the beauty industry. This study’s insights can serve as a foundation to augment travel demand by enhancing the national image and elevating Korea’s appeal as a tourist destination.
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