한국의 국가 이미지에 영향을 미치는 커뮤니케이션 채널에 관한 연구 : 중국 대학생을 대상으로

文春英,허진 한국지역언론학회 2018 언론과학연구 Vol.18 No.4

The purpose of this study is to investigate the influence of communication channels – Korean cultural contents(Hanliu contents), the news about Korea, the information about Korea from conversation with friends and family, and the information about Korea from SNS – on Korea’s country image and the intention to visit Korea among Chinese college students. The survey methodology was used to collect data for testing four research questions. The survey of 357 college students was conducted in the first week of March, 2018 in Beijing. To verify the research question 1, factor analysis was conducted. The result showed four factors of Korea’s country image - social image, cultural image, political/ diplomatic image and product image. To examine research question 2, 3, and 4, multi-group structural equation modeling(AMOS) was conducted. The result showed that, first, the use of Korean contents is positively associated with cultural image and intentions to visit China. The news about Korea is positively associated with social image and negatively associated with political/diplomatic image and product image. The information about Korea from conversation with friends and family is positively associated with product image and intention to visit Korea. The information about Korea from SNS is negatively related to cultural image and positively related to political/diplomat image. Also, the mediated effect of cultural image and product image were found. The study concluded that various communication channels have different effects on the formation of country image and intention to visit. 국가 이미지는 매우 복잡하고 역동적인 커뮤니케이션 과정의 산물임에도 불구하고, 한국의 국가 이미지에 관한 최근 연구들을 살펴보면, 한류 콘텐츠에만 관심이 집중되는 경향이 있다. 이러한 문제의식을 바탕으로 본 연구는 중국 대학생들의 한국에 대한 국가 이미지 형성에 영향을 미치는 다양한 커뮤니케이션 채널의 기능과 그 과정에서 나타나는 복잡성과 역동성에 대해 살펴보고자 하였다. 이를 위해 2018년 3월 첫째 주에 중국 대학생들을 대상으로 설문조사를 실시하고, 이를 통해 얻어진 총 357명의 응답 자료를 가지고 요인분석 및 AMOS를 사용한 구조방정식 모형 분석을 시도하였다. 그 결과, 중국의 매스미디어를 통해 전파되는 한류 콘텐츠는 한국의 문화 이미지와 한국 방문의향에 긍정적 영향을 미치는 강력한 요인이라는 사실이 다시 한 번 검증되었다. 하지만 본 연구에서는 한류 콘텐츠 이외에 중국 언론의 한국 관련 뉴스, 가족이나 친구들과의 직접적인 대화, 그리고 SNS를 통해 얻는 한국 관련 정보도 한국의 국가 이미지를 구성하는 여러 차원들에 영향을 미치는 것으로 나타났고, 문화 차원의 이미지 외에 다른 차원의 이미지들도 한국 방문의향에 영향을 미치는 것으로 나타났다. 따라서 국가 이미지 제고나 외국인 관광객 유치를 위해서는 한류 콘텐츠뿐만 아니라, 다른 커뮤니케이션 채널들에 대해서도 세심한 관심을 기울일 필요가 있다고 판단된다.

이라크 파병이 "한국이미지"에 미친 영향에 관한 연구 : 중동지역 5개국을 중심으로

이인섭 ( In Seop Lee ),유홍식 ( Hong Sik Yu ),김능우 ( Neung Woo Kim ),윤용수 ( Yong Su Youn ),장세원 ( Se Won Chang ),황성연 ( Sung Yon Hwang ) 부산외국어대학교 지중해연구소 2006 지중해지역연구 Vol.8 No.2

This study explored whether the dispatch of Korean troops to Iraq had detrimental influences on image of Korea. In addition, the study examined whether the attitudes of Arab media in dealing with Korea- related issues played an important role in shaping Arab people`s attitude toward Korea and image of Korea. Data collected at the 5 Arab countries(Egypt, Iraq, Lebanon, Jordan, & Arab Emirate) from June 2005 to August 2005. The results showed that the respondents of the countries, especially the ones of Arab Emirate, had a good impression on image of Korea. The comparative analysis of South Korea, Japan, China, and North Korea on image of country was conducted. The results revealed that Japan had the best image, and China had the second best image. The image of South Korea was recognized at the third place. The Arab respondents, who thought that Korea sent their troops to Iraq for getting any kinds of profits in relations to America, showed lower scores on image of Korea. Although Arab media didn`t cover Korea-related news much, the Arab respondents` perception toward the attitude of the Arab media in dealing with Korea-related issues and image of Korea had a positive correlation. The third person effects was also identified. Findings are discussed in relations to third person effect theory, public relations and image of country.

국가이미지 홍보방안의 현황과 제언

이철한(Lee Cheol-Han),김병철(Kim Byung-Chul) 동국대학교 사회과학연구원 2009 사회과학연구 Vol.15 No.2

한 국가의 이미지는 몇몇 핵심 구성요소, 예를 들면 제품, 국민, 사회시스템, 환경, 역사, 민주주의, 국부 등에 의해서 형성된다. 따라서 국가 이미지를 높이려는 시도는 여러 요소를 고려해야 한다. 한국의 국정홍보처는 국가 이미지를 높이려는 시도를 외국인들을 대상으로 시행했으며 가장 두드러지게는 다이나믹 코리아 캠페인이 있다. 이 캠페인은 브랜딩이나 포지셔닝과 같은 마케팅 방법을 채택해서 시행되고 있다. 예측되는 캠페인 효과로는 한국의 가치와 제품, 서비스에 대한 가치증대가 기대된다. 한국의 이미지를 높이는 활동으로 네 가지가 진행되는데 현재 한국에 대한 잘못된 정보에 대한 수정노력, 선제적 외신관리, 한국을 다이나믹 코리아로 포지셔닝하는 것, 그리고 한국과 관련된 다양한 이벤트를 벌리는 것이 있다. 이러한 홍보노력은 대부분 성공적이었지만 정부는 엄밀한 고려 없이 한국이라는 나라 전체를 하나의 브랜드로 축소시키려고 하지는 말아야 할 것이다. 국가 브랜드 위원회는 향후 한국의 이미지를 고양하는데 필요할 것이다. 국가 이미지를 발전시키고 외국인들에게 호감을 갖게 하기 위해서는 정부가 해야 할 노력으로는 국가 이미지 캠페인 과정, 국민, 경제적 지원, 국가간 협조, 전문가의 감독 하에 국가 브랜드 구축 노력에 지속적인 노력을 기울이는 것이다. 향후 연구는 해외 오피니언 리더를 포함한 외국인의 피드백에 초점을 맞추고 현재 우리나라에서 행하고 있는 홍보 노력에 대한 결과를 측정해 보는 것이다. 서베이 연구방법도 권장하는데 이는 과거의 평가와 미래의 홍보계획을 수립하는데 필요할 것이다. 덧붙여서 이미지와 브랜드 전력을 구분하는 것도 필요하다. 이미지는 브랜드와 동의어가 아니다. 따라서 한국의 전체 국가 이미지를 높이는 활동과 경제적 이익과 연관 있는 국가 브랜드를 높이는 활동을 구분해서 펼쳐 나갈 것을 제안하는 바이다. A country's image is formed several key components such as product, people, social system, environments, history, democracy, and wealth. Therefore, the efforts for lifting one country's image should consider each component. Korean Public Relations Bureau has made efforts to lifting the national image for forefingers by Dynamic Korea campaigns mostly. This campaign is closely related to brand marketing tactics such as positioning and branding. The expected outcome will increase the value of Korea and its product or service. There are four main efforts were made to develop the Korea's image such as correcting wrong information about Korea, proactive response to international news agencies, positioning Korea as Dynamic Korea, and events public relations for Korea. The PR efforts were mostly successful; however, the government should not diminish Korea as a brand without much consideration. The National Brand Committee is needed for lifting Korea's image. In order to develop national image and gain favors from foreigners, the government should make efforts in campaign process, people, monetary supports, inter-government agency alliance, and constant branding efforts based on experts' guidance. Further study should focus on feedback from foreigners including opinion leaders for testing the current Korean government PR efforts. The survey methods will be recommended for both past evaluation and future planning. In addition, it is also necessary to divide image and brand strategies. Image is not the synonym for brand; it is advised to making image-lifting efforts for Korea as a country and brand-lifting efforts for Korea for economic profits.

태국 신문에 나타난 한국의 이미지

빠릿 웡타나쎈(Parit Wongthanasen) 한국태국학회 2010 한국태국학회논총 Vol.17 No.1

This research aimed to study the image of Korea in Thai newspaper in the year 2008-2009 and investigate the relationship and role of Korea and foreign which appear in the Thai newspaper. It found that in Thai newspaper report about the politics news more than other news because in that time Korea also in the president election period and also in Thailand still front with the political critic. Next, the science and technology’s news were report in the negative way. The image of Korea was found to be of two categories. 1) Positive image : nationalism, Democratic country, the economy is develop rapidly, science and technology is develop rapidly and the excellent of education system 2)Negative image : the problems of economy, the revolution country, inequality between male and female, the risk between North Korea and South Korea and the failure of education system. The roles and relationship between Korea and other country appear in 4 parts such as Korea and American : the economy cooperation and the attempt to dissolve the nuclear in Korea peninsula, Korea and Japan : the economy cooperation, South Korea and North Korea : South Korea try togather North and South Korea and the problem of nuclear, Korea and Thailand : the cooperation in science and technology , education and economy. From this study can conclude that in Thai newspaper mostly report the positive information and give the information about Korea to let the Thai reader understand the Korea situation and also admire the education and science and technology of Korea.

문학,문화 : 러시아인들의 한국에 대한 이미지 연구 -인터넷 블로그 분석과 설문조사를 중심으로

강수경 ( Su Kyung Kang ) 경희대학교 비교문화연구소 2012 비교문화연구 Vol.26 No.-

This study aims to investigate national image of South Korea held by russians. Surveys(based on Free-association Image) and discussion were conducted on LiveJournal (internet blog) with russian netizen. A national image is influenced by a subjective perspective rather than an objective one. Therefore, an image can differ substantially from reality. Futhermore, it takes a long time to change an established image, particularly to a positive image. According to the results, the image of South Korea were dominated by unstable political situations, especially factors related to North Korea. In addition, based on Free-association image, thinking about Korea or Korean, most russians recognize Korea(South) with North Korea. Above all Russians recognize Korea, basing their images on factor of the past or their neighbors-russian korean- or famous Korean brand like Samsung, LG, Hyndai, "Dosirak". Russian netizen did not recognize South Korea as one of leading countries in Asia, paying little attention to South Korea compared to China or Japan. We belive that it is necessary to consider these situations in future efforts to enhance the national image of South Korea.

한류문화콘텐츠가 관광지이미지와 방한의도에 미치는 영향 연구 -중국인 방한관광 잠재수요자를 중심으로-

이현주 ( Hyun Ju Lee ),양광식 ( Kwang Sik Yang ) 한국외국어대학교 중국연구소 2012 中國硏究 Vol.54 No.-

The purpose of this study is to examine the influence of the cultural contents of Korean Wave on the Korea`s destination image and Chinese potential tourists`s visit intention to Korea. The cultural contents of Korean Wave are composed of 3 types such as TV/Screen, K-POP and Korean food and Korea`s destination image and intention to visit to Korea were composed of single dimension. Results of the study can be briefly summarized as follows. First, every dimension had no statistically significant differences on sex. Korea`s destination image and intention to visit to Korea had significantly different by ages and education. Second, attitude toward TV/Screen, K-POP and Korean food turned out to have a significant influence on Korea`s image. Third, attitude toward TV/Screen, K-POP had a statistically significant influence on intention to visit to Korea, however Korean food has not been shown any influence on it. Fourth, Korea`s destination image turned out to have a significant influence on intention to visit to Korea. In conclusion, attitude towards TV/Screen, K-POP and Korean food have impacts on Korea`s destination image and intention to visit to Korea and Korea`s image turned out to enhance intention to visit to Korea.

북한의 국가 이미지 전략과 서양적 시선의 충돌 -북한 상징조형물의 원(原) 이미지와 서양인 사진 속에 표상된 이미지 비교

김상미 ( Sang Mi Kim ) 국제비교한국학회 2012 비교한국학 Comparative Korean Studies Vol.20 No.1

This paper examines the difference of cultural gaze between North Korea`s photo images that were captured by the Western photographers and the strategy of produced images by North Korea. As the era has changed, the chances are that people can actually see North Korea`s images have also increased, but almost all images were censored by North Korea in advance. The images created by North Korea reflect cultural-political aspects, and would be a good example to show nation`s application of visual images. The Western photographers tried to catch secret landscapes of North Korea and unregulated scenes to reveal the contradictions and conflicts in the society. Yet, the photographers could only encounter strategic images produced by North Korea, which were the result of a thorough calculation. Thus, the Western photographers tried to deliver North Korea`s intended direction by creating photo images. Chris Marker`s pictures about the 1950s` Pyongyang`s sceneries focus not on monuments, but on national-cultural traits. In his pictures, Marker expresses his astonishment at the rapid development of North Korean society as well as their cultural assets and artists. Besides, the pictures reveal his intention that North Koreans are people of sense as the photographer himself. In the 1960s and 1970s, Edward Kim captured that the light distorted images of Kim Il-sung and Kim Jung-il, father and son; another of his work shows North Korean people captured as extremely small figures compared to surroundings. The contrast between the adaptation of the Western culture and the leaders of Kim maximizes a sense of difference. The tendency of foreignness is often discovered from the 2000s` photographers, too. The photographers who could not but reach to the propaganda images made by North Korea made efforts to capture the two extreme figures of the society. For example, they tried to reveal the limits and control in North Korean society by including prohibited scenes in the margin of the frame. Namely, since the 2000s, the pictures have show how the Western photographers endeavored to picture the images besides the produced images by North Korea. The Western photographers have different understandings of Korea`s division situation, and at the same time, they considered how North Korea that has been fully controlled for over the half-century appreciated the West. That is, what the Western photographers really wondered was how North Korea considered them. It was a cultural gazing phenomenon that the Western photographers criticized North Korea`s censorship of visual images.

국내 외국인 유학생들의 한류인식과 한국 관광이미지에 대한 연구

민혜성 한국호텔외식관광경영학회 2017 호텔경영학연구 Vol.26 No.8

Most of the studies on Korean tourism and Korean Wave (Hallyu) have been done focusing on Chinese and Japanese tourists. On the contrary, this study, targeting foreign students in Korea, has five main topics: (1) the effects of Korean Wave on the cognition of Korea’s national image; (2) the effect of Korean Wave on the cognition of an image of Korean tourism; (3) the effect of Korean Wave on intension of purchasing Korean tourism products; (4) the correlation of Korea’s national image and an image of Korean tourism; (5) the effects of Korean tourism on the cognition of purchasing Korean tourism products. Through these, this study aims at widening the foreign source markets for the promotion of Korean tourism. The survey was conducted targeting foreign students living in Seoul. A total of 183 samples were analyzed using SPSS Win 19.0 program. Factor analysis, correlation analysis and regression analysis were performed and as a result, the following results have been drawn up. First, Korean Wave showed a significantly positive effect on friendly image, stable image, and advanced image. Second, Korean Wave showed a significantly positive effect on agreeable image, convenient image about cognition of Korean tourism. Third, the speciality of culture, excellence of athletics and excellence of food in Korean Wave showed a significantly positive effect on purchasing intention of Korea tourism products. Forth, Korea’s national image and an image of Korean tourism are correlated. Fifth, an image of Korean tourism showed a significantly positive effect on purchasing intention of Korea tourism products. Implications from this study are that the development of Korea’s tourism products would be necessary for the promotion of Korean tourists through the Korean Wave. 한류와 한국관광에 관련된 연구는 주로 그 대상을 중국인과 일본인 관광객을 대상으로 하였다. 본연구는 연구의 대상을 국내 외국인 유학생을 대상으로 하여, 첫째, 한류가 한국 국가이미지에 미치는영향, 둘째, 한류가 한국관광이미지에 미치는 영향, 셋째, 한류가 한국 관광 상품의 구매의도에 미치는 영향, 넷째, 한국 국가 이미지와 한국 관광 이미지의 상관관계, 다섯째, 한국 관광 이미지가 한국관광 상품 구매의도에 미치는 영향에 대해 연구하였다. 이를 통해, 본 연구는 한국관광의 활성화 방안의 일환으로 관광객 대상의 확대를 찾아보고자 하였다. 연구 방법으로는 설문지 조사방법을 실시하였고, 요인분석(factor analysis), 상관관계분석(correlation analysis)과 회귀분석(regression)을 중심으로 검증하였다. 그 결과 첫째, 한류가 우호적 이미지(Friendly Image), 안정적 이미지(Stable Image), 선진적 이미지(Advanced Image) 중 일부가 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 한류가 한국 관광이미지에 미치는 영향에서는 유쾌한 이미지(agreeable Image)와 편리한 이미지(convenient Image)의 일부가 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 한류 중 문화의 전문성(speciality of culture), 체육의 우수성(excellence of athletics), 음식의 우수성(excellence of food)이 한국 관광 상품 구매의도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 한국 국가 이미지와 한국 관광 이미지는 상관관계가 있다. 다섯째, 한국 관광 이미지는 한국 관광 상품 구매의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구를 통해한류를 통한 한국관광의 활성화를 위해 추후 외국인 유학생을 대상으로 하는 한국 관광 상품의 개발이 필요하다는 시사점을 얻을 수 있었다.

남북화해 정국에서 독일 대학생들의 한국 방문의도결정요인 연구: 한국 통일보도에 대한 노출, 한국이미지, 계획행동이론 변인을 중심으로

이정기,이화행 국민대학교 사회과학연구소 2020 社會科學硏究 Vol.32 No.2

The "2018 Survey on South Korea's National Image" reported that foreignerscited the unstable situation of the Korean Peninsula including North Korea'snuclear issues as the biggest cause of South Korea's negative image. In recentyears, a series of meeting took place including summits between North and SouthKorea and between North Korea and the U.S.A. on such topics as thedenuclearization of North Korea, cessation of war between two Koreas, andunification of North and South Korea. Such political situations of reconciliationbetween North and South Korea have benefited from media exposure, and it mayhave positive effects on the positive image of the Korean Peninsula amongforeigners. In this context, this study set out to demonstrate empirically that themedia exposure of recent coverage on the unification of North and SouthKorea(summits between North Korea and the U.S.A., summits between North andSouth Korea, and other issues regarding the unification of two Koreas) would have effects on the image of South Korea among German people and their positiveperceptions of and intention for a visit to South Korea. The findings were asfollows:First, coverage on summits between North and South Korea had positive effectson their attitude toward and intention for a visit to South Korea; second, theimages of South Korea had positive impacts on their attitude toward and intentionfor a visit to the country; and finally, their attitude toward a visit to South Koreaand recognized behavioral control had positive influences on their intention to visitthe country. Based on these findings, the study provided the implications ofcoverage on the unification of two Korea and its importance for the promotion ofthe tourism industry. ‘2018년도 국가이미지 조사결과’에 따르면, 외국인들은 한국에 대한 부정적 이미지의 가장 큰 원인으로 북한 핵문제 등 불안정한 한반도의 정세를 꼽고 있다. 다만, 최근 북한 비핵화, 남북 간 종전, 통일 등을 주제로 남북정상회담, 북미정상회담이 연이어 진행되었다. 이러한 남북화해 정국에 대한 미디어 노출은 외국인들로 하여금 한반도에 대한 이미지를긍정적이게 만드는 원인이 될 수 있다고 판단된다. 이러한 맥락에서 이 연구는 최근의 한국통일보도(북미정상회담, 남북정상회담, 기타 한반도 통일 이슈)에 대한 노출이 독일인의 한국에 대한 이미지와 한국 방문에 대한 긍정적 인식, 방문의도에 영향을 미칠 것이라고 가정한 후 이를 실증적으로 규명해 보고자 했다. 이 연구의 결과는 다음과 같다. 첫째, 남북정상회담 보도는 한국 방문에 대한 태도, 한국 방문의도에 정적인 영향을 미쳤다. 둘째, 한국 이미지는 한국 방문에 대한 태도, 한국 방문의도에 정적인 영향을 미쳤다. 셋째, 한국 방문에 대한 태도, 인지된 행위통제 변인은 한국 방문의도에 정적인 영향을 미쳤다. 이 연구는 이상의 결과를 바탕으로 관광 산업 증진을 위한 한반도 통일보도, 한반도통일의 중요성에 대한 함의를 제시했다.

스포츠산업,경영 : 월드컵 개최 전·후의 한국 이미지 차이

김병식(ByungShikKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.3

The purpose of this research was to discover Korea’s image differences between pre-post hosting of World-cup. This survey took foreign visitors in Korea as the subject group, and took sample out of the group. The sorry was conducted in three different areas, Incheon international airport Itaewon, and Insa-dong, well-known tourism spots. 320 (89%) questionnaires were analysis based upon convenience sampling. Reliability for questionnaire was Cronbach’s α = .80. The data was analyzed using descriptive statistics and paired t-test. The results were as following First both group of under 25 and over 26 agreed that Korea’s image improved in every sub-variable after the World-cup. Both male and female group agreed that there was an improvement in every area after the World-cup. Categorizing by the occupation, students and professional workers also agreed that there was an improvement in every area after the World-cup. Subjects in the field of service agreed that Korea has improved in the cultural area. Subjects from South bast Asian and Fast Asia agreed on improvement in every sub-category, and those from North America in the economy, and the culture area. Undergraduate students and people with higher education agreed that Korea’s image improved in every area after the World-cup. Those who have visited Korea one to twice agreed that Korea has improved in every area after the World-cup, and tare who have visited Korea three times or more only weed Korea’s improvement in the political, social, and cultural area. Second pre-post-hosting Korea’s image of the World-cup had definite changes. Overall Korea’s image improved after the World-cup 2002. In conclusion, solo-politically, economically, culturally Korea has took a step up after this world event.