한류드라마의 특성이 MICE 목적지 이미지 속성과 방문의도에 미치는 영향

Abstract

Popular culture such as TV dramas, movies, and music in Korea is in the spotlight even in the United States and Europe, beyond Asia and the Middle East. The Korean Wave, which is so enthusiastic around the world, is raising the value of Korea's national brand and bringing about positive economic effects. Cognitive image is an evaluation of the functional elements of tourism itself, and all stimuli from the object mean the knowledge, beliefs, attitudes, etc. of the individual, and emotional tourism image refers to subjective thoughts, feelings, and attachment. In addition, tourism images are divided into cognitive images that mean knowledge, beliefs, and attitudes that an individual has, and emotional images that focus on individual emotions that speak subjective thoughts, feelings, and attachments. This study attempts a different approach from other MICE-related studies so far to focus on the characteristics of dramas and the cognitive and emotional attributes of MICE destination images. The MICE industry has entered a new phase through various changes, and research on MICE and destination can play an important role in a practical perspective. For the empirical analysis of this study, a survey was conducted on general college students who had experience watching Korean Wave dramas online. Statistical analysis was conducted on 208 effective samples among questionnaires collected online in April and May 2021. As a result of analyzing with the structural equation model using the SPSS and Smart PLS 3.0 statistical programs, the characteristics of Hallyu dramas were classified into three factors, subject characteristics, production characteristics, and actor characteristics, and MICE visit the image attributes were classified into two factors. As a result of hypothesis verification, it was found that among the characteristics of Korean Wave dramas, subject characteristics, production characteristics, and actor characteristics all affect cognitive properties. On the other hand, it was found that subject characteristics and actor characteristics influenced emotional characteristics. In addition, it was investigated that both cognitive and emotional attributes, which are attributes of MICE visit the image, had a significant effect on visit intention. According to these research results, exhibition participants provide cognitive and emotional images to grasp the psychology of college students through the characteristics of Korean Wave dramas, and accordingly, understanding the MICE visit the image of college students will have a certain effect on their intention to visit. This study attempts a different approach from other MICE-related studies so far to focus on the characteristics of dramas and the cognitive and emotional attributes of MICE destination images. The MICE industry has entered a new phase through various changes, and research on MICE and destination can play an important role in a practical perspective