Abstract
Purpose - This study aims to examine the effect of korean cultural contents experienced by Chinese residing in South Korea on their acculturation and Korea destination. Research Design, data, and methodology -The data collection procedure focused on Chinese residing in Korea with resident visa. Through the online survey, a total of 315 Chinese people were sampled. After the elimination of incomplete, unusable, extreme outlying responses, a total of 302 responses were included for data analysis. Result -To examine hypotheses, multi-regression analysis was performed. The video contents had significant influence on assimilation, segregation, and integration. The food contents significantly effect on assimilation and integration. fashion and beauty contents had significantly influence only on assimilation. Assimilation and integration had a significant influence on destination image. Conclusions -This study revealed that korean cultural contents could play a significant role in supporting acculturation of Chinese people residing in Korea. In addition, Chinese would be able to have positive destination image of Korea, if they go through cultural assimilation and integration process experiencing korean cultural contents.
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