국내 거주 외국인의 문화적응 전략과 관람스포츠 관여도 비교
Acculturation Strategy of Expatriates in Korea and Their Spectator Sport Involvement
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초록
본 연구의 목적은 국내에 거주하는 외국인들을 대상으로 그들이 원문화에서 선호하던 관람스포츠 종목과한국의 관람스포츠 종목 사이에서 지각된 관여도의 차이를 분석함으로서 그들의 관람스포츠 선호를 파악하는것이다. 이러한 목적의 달성을 위해 Berry(1997)의 네 가지 문화적응 전략을 활용해 각 전략의 일반적 특성이 그들의 지각된 관람스포츠 관여도 차이에 투영되는지를 분석하였다. 설문에 참여한 총 180명의 외국인들의 문화적응 전략을 분류한 결과 통합형 79명, 동화형 28명, 분리형 53명, 주변형 20명으로 분류되었으며, 각 유형별 지각된 관람스포츠 관여도 차이는 다음과 같았다. 첫째, 통합형 문화적응 전략을 취하는 외국인의지각된 관람스포츠 관여도는 주변형 전략을 취하는 외국인의 지각된 관람스포츠 관여도 보다 높게 나타났다. 둘째, 동화형 문화적응 전략을 취하는 외국인의 지각된 한국 관람스포츠에 대한 관여도는 원문화 관람스포츠에 대한 관여도 보다 낮게 나타났다. 셋째, 분리형 문화적응 전략을 취하는 외국인의 지각된 원문화 관람스포츠에 대한 관여도는 한국의 관람스포츠에 대한 관여도 보다 높게 나타났다. 넷째, 분리형 문화적응 전략을 취하는 외국인의 지각된 원문화 관람스포츠에 대한 관여도는 동화형 문화적응 전략을 취하는 외국인의 원문화관람스포츠 관여도와 비교하여 유의한 차이가 나타나지 않았다. 본 연구를 통해 Berry(1997)의 문화적응전략이 스포츠 상황에서 적용되었을 때 각 전략별 일반적 특성이 그들의 스포츠에 대한 심리적 선호를 어느 정도예측할 수 있는 유용한 이론적 틀임을 확인하였다. 그러나 인구유입형 다문화 사회인 우리나라의 특수성을 고려할 때 국내에 거주하는 외국인들의 스포츠에 대한 심리적 선호는 기본적으로 원문화 관람스포츠에 있었다. 이러한 정보는 향후 스포츠 산업 종사자들이 외국인이라는 새로운 스포츠 소비자 시장을 개척 하는데 유용한기초정보를 제공할 수 있으리라 사료된다.
Abstract
The purpose of this study is to examine acculturation strategies of expatriates in Korea in relation to spectator sport involvement. Berry's(1997) bi-dimensional model of acculturation was used as a theoretical framework to categorize the type of acculturation strategies of expatriates in Korea. Acculturation strategies of expatriates were classified into four types: integration, assimilation, separation, and marginalization. To be specific, there were 79 participants using the integration strategy, 28 using the assimilation strategy, 53 using the separation strategy, and 20 using the marginalization strategy. Research hypotheses were established to analyze differences on spectator sport involvement of expatriates between Korean spectator sport and their original cultural sport. There were significant differences in spectator sport involvement among foreigners in Korea. Firstly, the spectator sport involvement of the participants using the integration strategy was higher than that of marginalization. Second, participants categorized as using assimilation strategy were found to have lower sport involvement with Korea's spectator sport and had a higher involvement with their original cultural sport. Third, participants categorized as using separation strategy were found to have higher involvement with their original cultural sport than Korea's. Fourth, participants categorized as using separation strategy did not show significant differences with assimilation participants in comparing original cultural spectator sport. In conclusion, the result of the research indicated that expatriates living in Korea showed similar characteristics of Berry's (1997) acculturation strategies. Thus, It indicated that Berry's (1997) acculturation strategies are useful theoretical tools predicting psychological preference of expatriates in Korea. However, participants showed little difference in that all expatriates of four categories showed higher involvement with their original cultural spectator sport. Therefore, unlike Berry's (1997) theory, people with high level of acculturation showed higher levels of involvement with their original cultural spectator sport. It may provide useful information for Korean sport marketers regarding s foreign sport consumers in order to develop a market.
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