Authenticity in traditional culture marketing: consumers’ perceptions of Korean traditional culture
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In an age of globalization, culture, and especially traditional culture, has receivedincreased attention because it can produce authentic value for a nation and can be usefulfor corporations. The marketing literature is undergoing a period of major reassessmentin terms of the projection of traditional culture to global consumers as a consumablegood. Adopting an in-depth interview method, this study investigates global consumers’perceptions of traditional culture, focusing particularly on authenticity. This study alsoprovides implications for positioning and globalizing traditional culture, includingartifact culture (lifestyle culture) and mentifact culture (cultural values). In this paper,Korean traditional culture is examined by considering the recent diffusion of Koreanculture worldwide. This article contributes to the marketing literature through its novelstudy of traditional culture and focus on authenticity; it may also enrich the tourismliterature. The results of this study contribute to understanding consumers’ perceptionsof traditional culture, including effective factors, and to identifying the marketingimplications of positioning and globalizing traditional culture.
Abstract
In an age of globalization, culture, and especially traditional culture, has receivedincreased attention because it can produce authentic value for a nation and can be usefulfor corporations. The marketing literature is undergoing a period of major reassessmentin terms of the projection of traditional culture to global consumers as a consumablegood. Adopting an in-depth interview method, this study investigates global consumers’perceptions of traditional culture, focusing particularly on authenticity. This study alsoprovides implications for positioning and globalizing traditional culture, includingartifact culture (lifestyle culture) and mentifact culture (cultural values). In this paper,Korean traditional culture is examined by considering the recent diffusion of Koreanculture worldwide. This article contributes to the marketing literature through its novelstudy of traditional culture and focus on authenticity; it may also enrich the tourismliterature. The results of this study contribute to understanding consumers’ perceptionsof traditional culture, including effective factors, and to identifying the marketingimplications of positioning and globalizing traditional culture.
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