동남아시아 국가 이미지개선에 관한 시론적 연구 - IPA 활용을 중심으로 - = The Exploratory Study on Country Image Improvement of Southeast Asia - Using IPA -

다국어 초록 (Multilingual Abstract)

This study aims at identifying the multi-dimensionality of country image and the perceived importance-performance of each factor of three southeast Asian countries, namely Thailand, Indonesia and Singapore, by Korean people. In order to achieve these research objectives, this study conducted a questionnaire survey with 16 items for its importance and performance by three countries. The respondents are 180 University students.
The result showed that 16 items of country image are classified under 3 different factors, namely cognitive, affective and conative. This means that it is more reasonable to understand every country image factor independently. The study results also showed that 'reliability', 'honesty' and 'favorable impression' are most important factors influencing country image. The IPA result showed that 'favorable impression', 'reliability' and 'honesty' are belong to the 1st quadrant in three countries, which means that theses three country image items need a careful maintenance to keep up the good work for country image. On the other hand, 'economic advancement' and 'high living standard' belongs to the 4th quadrant for Thailand and Indonesia and 'friendly' and 'cooperative rather than competitive' for Singapore, which means that these countries need to concentrate on theses country image items to enhance their country images.

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