중국인이 지각하는 한류의 K-POP 속성이 국가이미지에 미치는 영향

The purpose of this study is to examine the effects of Korean Wave contents on country image and behavioral intentions based on Chinese potential tourists. Three hundred sixty respondents at Shanghai were selected and were invited to participate in this study. Structural Equation Modeling(SEM) with LISREL 8.52 analysis highlighted the structural relationship between Korean wave contents, country image, and behavioral intentions. Results of this study found that Korean wave contents(topics and themes) had a positive effect on country image. There was also a positive, significant relationship between Korean wave contents(visual and sound effects) and country image. Korean wave contents(Interests of Korean culture) had a positive effect on country image. Additionally, SEM supported a positive relationship between country image and behavioral intentions. Future study could explore what determinants affect country image and behavioral intentions at other destinations so that tourism practitioners or marketers might aware of the diversity of the groups' experiences. Additionally, future study may need to focus on qualitative approaches to measure the relationship between Korean wave contents, country image, and behavioral intentions.