한국방문동기에 미치는 한류 콘텐츠의 영향요인에 대한 연구 : 관광정보의 Pull-Push요인 관점에서

다국어 초록 (Multilingual Abstract)

The purpose of this study is to define the impact of Hallyu, the Korean Wave, contents and tourism information mainly from the online site of visitkorea(run by Korea Tourism Organization) on the degree of satisfaction and intention to visit Korea. In this study, Push-Pull Motivation Model is used.
The previous studies suggest that the major elements to facilitate the travel motivation factor are Push-Pull factors. Attributes that stimulate the desire to travel are Push factor, and attributes that facilitate the visit are Pull factor. Based on previous studies, this study analyzed the motivation of foreign tourists visiting Korea by identifying it with the distinction of Push and Pull.
The experience of exposure to Hallyu contents, and the aspects of satisfaction from the contents and online information on the tourism destination in the visitkorea.or.kr are affecting variables in the relationship set in the research model. The results of this study can be summarized as follows:
First, Hallyu contents, the exposure to which is presented to produce a desire to promote motivation for visiting Korea, are Psy contents and K-pop, Korean dramas; these three factors for obtaining information suggest significant influence on the satisfaction from the contents.
Second, the result on intention of visiting Korea revealed the fact that only Psy contents and Korean dramas have a positive effect on the intention of visiting Korea.
Third, online tourism information provided by KTO yielded satisfactory stimulus for international users, and the degree of satisfaction also showed a significant impact on the intention of visiting Korea.
This study is to purposed to combine the exposure to popular culture that have a positive impact on the tourist destination image formation with motivation theory.
This study approaches with a new perspective, the application of pull factor(inducing factor) and push factor(promoting factor) to the smart tourism. Implications of the results presented in this study are as follows:
First, as Psy contents and Korean drama affect the intention to visit Korea, there is a need to use these two contents and materials for the inbound promotion of Korean Tourism.
Second, it seems to be necessary to expand the use of online channels such as Twitter, Facebook, web sites in the process of marketing tourism destinations by the Korea Tourism Organization and the Regional Tourism Organization.
As for the limitations of this study, it's somewhat hard to generalize the result, as this survey is confined to visitors of the foreign language site run by the Korea Tourism Organization. This study does not seem to comprehensively sufficient to listen to the opinions of the people who use other channels.
As a consideration for future research, there is a need for further analysis of how the variety of demographic factors such as age and education, can differently affect the attitude and intention to visit the destination as younger ages are target for the Smart Tourism.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구배경 및 연구목적 1
• 1. 연구배경 1
• 2. 문제제기 5
• 3. 연구목적 6
• 제2절 연구방법 및 구성 8
• 제2장 이론적 배경 10
• 제1절 한국관광공사 스마트 투어리즘 연구 10
• 1. 한국관광공사의 IT 활용 역사 10
• 2. 한국관광공사의 온라인 채널 분석 14
• 제2절 스마트관광 연구 동향 19
• 제3절 동기이론 23
• 1. 동기 및 동기부여 23
• 2. 관광동기요인-추진요인 및 유인요인 27
• 3. 추진요인과 유인요인의 관계 32
• 4. 노출이론 34
• 제3장 연구방법론 38
• 제1절 연구 모델 및 가설 38
• 1. 연구모델 38
• 2. 연구가설 39
• 제2절 연구 조사 방법 45
• 1. 설문지 구성 및 측정방법 45
• 2. 변수의 조작적 정의 45
• 3. 분석방법 48
• 제4장 연구 결과 49
• 1. 설문 데이터 분석 49
• 2. 연구변수의 측정방법 51
• 3. 신뢰성 및 판별타당성 분석 52
• 4. 가설검증 55
• 제5장 결 론 58
• 제1절 연구의 요약 58
• 제2절 연구의 시사점 63
• 1. 이론적 시사점 63
• 2. 실무적 시사점 63
• 제3절 연구의 한계점 및 향후 연구방향 67
• 참 고 문 헌 68
• 설문조사서 73
• Abstract 84