Soft Power of Seoul City - The Perceived Image of Seoul by Chinese Visitors
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Seoul is a popular destination for Chinese tourists and Seoul’s image has been a popular topic for scholars in recent years. This study aimed to examine Seoul’s largest consumers, Chinese visitors, and to obtain more understanding of these visitors’ perceptions of Seoul by analyzing Chinese visitors’ perceived image of Seoul and identifying the soft power of Seoul city. The study is based on 103 online photographic representations from 88 blogs identified through the well-known Chinese search engine-Baidu. The study found that Chinese visitors described Seoul as a modernized city with its own authentic culture, historical changes and accessibility. The soft power of Seoul is identified in several aspects, including cultural fascination, a safe environment, tourism attractiveness, and information accessibility. Marketers should take advantage of these soft powers to maintain the tourism industry. Synecdochical features should also be used to enhance the destination image of Seoul. In light of these results, the authors discuss implications for both marketers and researchers as well as directions for further research.
Abstract
Seoul is a popular destination for Chinese tourists and Seoul’s image has been a popular topic for scholars in recent years. This study aimed to examine Seoul’s largest consumers, Chinese visitors, and to obtain more understanding of these visitors’ perceptions of Seoul by analyzing Chinese visitors’ perceived image of Seoul and identifying the soft power of Seoul city. The study is based on 103 online photographic representations from 88 blogs identified through the well-known Chinese search engine-Baidu. The study found that Chinese visitors described Seoul as a modernized city with its own authentic culture, historical changes and accessibility. The soft power of Seoul is identified in several aspects, including cultural fascination, a safe environment, tourism attractiveness, and information accessibility. Marketers should take advantage of these soft powers to maintain the tourism industry. Synecdochical features should also be used to enhance the destination image of Seoul. In light of these results, the authors discuss implications for both marketers and researchers as well as directions for further research.
참고문헌 (46)
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