Construction and influence of South Korea’s country image on relationship maintenance behavior of KGSP alumni

다국어 초록 (Multilingual Abstract)

Exchange programs are argued to be public diplomacy instruments and tools for facilitation of relationship-building processes between countries (Nye Jr, 2008b; Scott-Smith, 2008; Snow, 2008a; Zaharna, 2008). The idea behind the scholarship programs is that targeted individuals who experienced the host country will have a more sophisticated image of the host country. This image should lead to more favorable behavior of the targeted audience towards the host country.
Still, there exists a serious gap in understanding exact mechanisms of influence of the country image on the behavior of the targeted public who underwent exchange programs. There are often studied programs like Fulbright, but the Korean Government Scholarship Program (KGSP) is among rare-studied programs. The topic of relationship-building and the role of relationship maintenance is emerging, thus not well-studied yet.
By conducting given research, the author addresses the gaps in the existing literature and contribute to the public diplomacy and public diplomacy-related inter-disciplinary fields.

In the research, the author uses mix-method approach. The author has surveyed KGSP alumni and used the data to calculate the prediction power of the country image on relationship maintenance behavior. To do so, the author used the four-dimensional (4D) model of country image elaborated by Buhmann and Ingenhoff. Findings from in-depth interviews with KGSP alumni enriched findings from the quantitative method.
The results of the study are many-folded. First, the 4D model of the country image showed its utility in explanation of how Korea's image is perceived. Secondly, the quantitative tests showed that the aesthetic dimension of country image is evaluated higher than other dimensions of 4D. However, the results differ when selected demographic groups are compared. Different demographic groups of KGSP evaluate country image differently. Thirdly, results showed that country image of Korea has prediction power on relationship maintenance behavior, but this power varies across different types of behavior and varies for different demographic groups of KGSP alumni. The results of in-depth interviews showed hinders that prevent relationship-building between KGSP students and South Koreans. Based on the findings, the author provided a set of implications for policies and future research suggestions.

국문 초록 (Abstract)

교환 프로그램은 공공 외교 및 국제 관계 활성화를 위한 중요한 수단으로 간주된다(Nye Jr, 2008b; Scott-Smith, 2008; Snow, 2008a; Zaharna, 2008). 장학생 프로그램의 이면에는 프로그램 수료 대상자가 주최국에 대해 보다 정교한 이미지를 형성할 것이라는 믿음이 자리잡고 있다. 이러한 국가 이미지는 프로그램 수혜 대상자의 주최국을 향한 우호적인 행동으로 연결될 수 있다.
그럼에도 불구하고, 교환 프로그램 대상의 행동이 국가 이미지에 영향을 미치는 정확한 메커니즘을 파악하는 데는 심각한 공백이 존재한다. 풀 브라이트 프로그램을 주제로 한 학술연구가 활성화되어 있는 것과는 달리, 한국의 정부초청 외국인 대학원 장학생 프로그램(KGSP)에 대한 논의는 부족한 편이다. 국제 관계 형성 및 관계 유지에 관한 쟁점이 부상하고 있음에도 불구하고 이에 대한 연구의 성과는 아직 기대에 미치지 못하고 있다.
저자는 본 연구를 수행함으로써 기존 연구의 공백을 진단하고 공공 외교 및 관련 학제간 연구에 기여하고자 하였다.
본 연구는 혼합 연구방법론을 사용하였다. 저자는 Buhmann과 Ingenhoff가 발표한 국가 이미지의 4D 모델을 사용하여 KGSP 장학생을 대상으로 설문조사를 실시하고 국가 이미지가 관계 유지 행동에 미치는 영향에 대한 설명력을 산출했다. 또한 정량적인 방법론을 활용하여 KGSP 졸업생들과 심층인터뷰를 실시함으로써 연구결과를 발전시키고자 하였다.
본 연구의 결과는 다면적으로 도출되었다. 첫째, 국가 이미지의 4D 모델은 한국 이미지 인식을 설명하는데 유용했던 것으로 나타났다. 둘째, 정량적 연구결과에 따라 국가 이미지의 미적 차원이 다른 차원 국가 이미지보다 높게 평가된 것으로 나타났으며, 이는 KGSP 장학생 내 인구통계학적 집단에 따라 차이가 있었다. 셋째, 한국의 국가 이미지는 관계 유지 행동에 대한 설명력을 지녔다. 그러나 이러한 예측력은 행동 유형 및 장학생의 인구통계학적 집단마다 다르게 나타났다. 마지막으로 심층 인터뷰 결과에 따라 KGSP 학생들과 한국인 간의 관계 구축을 방해하는 장애요인을 밝혔다. 본 연구 결과를 토대로 작성자는 정책 및 향후 연구 제안에 대한 일련의 함의를 제시하였다.

목차 (Table of Contents)

• 1.Introduction 1
• 1.1. Research questions 8
• 1.2. Structure and organization of the dissertation 14
• 1.3. Contextual background 16
• 1.3.1. History of KGSP 16
• 1.3.2. Becoming a KGSP scholarship holder 19
• 1.3.2.1. The KGSP student: main selection criteria 19
• 1.3.2.2. Selection of the university 20
• 1.3.2.3 The role of NIIED in the life of KGSP students 21
• 1.3.2.4. What is beyond the NIIED’s control 22
• 1.3.2.5. Outside of class activities 23
• 2. Literature review 24
• 2.1. Exchange scholarships as a public diplomacy tool 24
• 2.2. Country image as a predictor of relationship maintenance behavior 31
• 2.2.1. Behavioral intention and actual behavior 37
• 3. Theoretical framework 39
• 3.1 Public diplomacy 39
• 3.1.1. Traditional public diplomacy 40
• 3.1.2. New public diplomacy: move towards relational public diplomacy 42
• 3.2. Country image 46
• 3.3. Working definitions 50
• 4. Methodology 54
• 4.1. Triangulation of methods 54
• 4.2. Quantitative: a survey of KGSP alumni 55
• 4.2.1. Online survey 55
• 4.2.2. Sampling 55
• 4.2.3. Questionnaire 58
• 4.2.4. Model validity and test running 61
• 4.3. Qualitative: in-depth interviews 65
• 4.3.1. In-depth interviews with policymakers 65
• 4.3.1.1. Sampling 65
• 4.3.1.2. Coding and analyzing data 67
• 4.3.2. In-depth interviews with KGSP alumni 67
• 4.3.2.1. Sampling 68
• 4.3.2.2. Coding and analyzing data 71
• 5. Analysis 73
• 5.1. Relationship maintenance as a public diplomacy goal 74
• 5.2. Results of the 4D model of country image implementation 79
• 5.2.1. Can the 4D model of the country image be used to explain how the country image of Korea is formed for KGSP alumni 80
• 5.2.1.1. Reflective component measurement 81
• 5.2.1.2. Formative component measurement 82
• 5.2.1.3. Structural model evaluation 83
• 5.2.1.4 Validation of joint variable of personal relationship maintenance behavior 88
• 5.2.1.4 Summary of findings 89
• 5.2.2. How do KGSP alumni perceive South Korea’s country image 90
• 5.2.2.1. Gender 90
• 5.2.2.2. Economic development 92
• 5.2.2.3. Living in Korea 95
• 5.2.2.1 Summary of findings 97
• 5.2.3. How does country image influence the relationship maintenance behavior of KGSP alumni with Koreans 98
• 5.2.3.1. KGSP alumni maintain personal and professional relations with South Koreans 100
• 5.2.3.2. Country image’s impact on relationship maintenance with friends 101
• 5.2.3.3. Country image’s impact on relationships maintenance with professors 105
• 5.2.3.4. Country image’s impact on relationships maintenance with acquaintances 108
• 5.2.3.5. Country image’s impact on personal relationships maintenance 111
• 5.2.3.6. Country image’s impact on professional relationships maintenance 114
• 5.2.3.7. Summary of findings 117
• 5.2.4. How country image influences on the behavior of KGSP alumni representing selected demographic groups 118
• 5.2.4.1. Gender 118
• 5.2.4.2. Summary of findings for gender-based groups 130
• 5.2.4.3. Economic development 131
• 5.2.4.4. Summary of findings for economic development level-based groups 143
• 5.2.4.5. Living in Korea 145
• 5.4.4.6. Summary of findings for living-in/living outside of Korea groups 156
• 5.3. Beyond the 4D model of country image: in-depth interviews results. 157
• 5.3.1. Improved knowledge does not guarantee a better image 158
• 5.3.2. Difficulties in building relationships 160
• 5.3.3. Being a middleman/middlewoman between the home country and Korea 161
• 6. Discussion and Implications 163
• 6.1. Discussion 163
• 6.1.1. Can the 4D model of the country image be used to explain how is formed a country image of South Korea perceived by KGSP alumni 163
• 6.1.2. How do KGSP alumni perceive South Korea’s country image 164
• 6.1.2.1. Gender 165
• 6.1.2.2. Economic development 167
• 6.1.2.3. Living in Korea 169
• 6.1.3. How does Country Image influence on relationship maintenance behavior of KGSP alumni with Koreans 171
• 6.1.4. Gender, country image, and influence on relationship maintenance behavior 179
• 6.1.5. Economic development, country image, and influence on relationship maintenance behavior 181
• 6.1.6. Living in Korea, country image, and influence on relationship maintenance behavior 183
• 6.2. Implication for policies 185
• 6.3. Suggestions for further research 190
• 7. Conclusion 195
• 8. References 208
• 9. Appendices 234
• 9.1. Appendix A: a list of in-depth interviews with policymaker 234
• 9.2. Appendix B: the semi-structured interview questions for in-depth interviews with policymakers 234
• 9.3. Appendix C: a list of in-depth interviews with KGSP alumni 235
• 9.4. Appendix D: the semi-structured interview questions for in-depth interviews with KGSP alumni 238
• 9.5. Appendix E: the survey questionnaire for KGSP alumni 239
• Korean Abstract 252

참고문헌 (Reference)

1. Establishment and Development of Silla Gukhak. [신라 (新羅) 국학 (國學) 의 성립 (成立) 과 변천 (變遷)], Lee, Y. H., 역 사 교 육 논 집 , 57, 69-109, , 2015

2. Case Study on the Academic Experiences of Korean Government Scholarship Students from Azerbaijan. [한국 정부초청 아제르바이잔 장학생의 학업 경험에 관한 사례 연구 ], Jeong, J., Masimli, L., 한 국 언 어 문 화 학 , 14(3), 173-196, , 2017

3. Design Plan and Survey of Demand for an Acculturation Program for Korean Government Scholarship Students. [정부초청 장학생을 위한 문화적응 프로그램 요구 조사 및 설계 방안], Kim, H., Moon, Y., 이 중 언 어 학 , 55, 51-82, , 2014

4. Factors Affecting Satisfaction Level of Korean Government Invitation Students (GKS): Tanzania Case. [한국정부초청장학생 (GKS) 사업에 대한 만족도 영향요인 연구: 탄자니아사례를 중심으로], Lee, J.-K., 한 국 정 책 학 회 동계학술발표논문집, 2014, 112-128, , 2014

5. Communication Strategies with Chinese Students for Korean Public Diplomacy : Centered on Stages of U-curve Theory. [중국 유학생에 대한 공중외교 커뮤니케이션 전략에 관한 연구 - Ucurve 이론의 단계별 전략 고찰], Lee, H.-S., 언 론 과 학 연 구 , 12(2), 451-477, , 2012

6. The Study of Acculturation Stress of Korea Government Scholarship Student and their Korean Language Learning Motivation, Korean Proficiency. [정부초청 장학생의 문화적응 스트레스와 학습 동기, 한국어 숙달도에 대한 연구], Moon, Y., Kim, H., 언 어 와 문화, 10(1), 55-78, , 2014