SNS 마케팅 활용을 통한 한류관광 활성화 전략 연구: 중국관광객을 중심으로

The Korean-Wave tourism marketing strategies for younger generations who become major consumers in China are needed to increase not only first visit but also revisiting Chinese tourists. Recently the communication with SNS (Social Network Service) has become an important marketing channel. The purpose of this study is to propose the strategy for Korean-Wave tourism with SNS marketing. On the other hand, the effect of SNS marketing is evaluated by three factors such as 'True Reach', 'Amplification Probability' and 'Network Influence' of 'Klout Score'. So three questions are derived such as how to improve ‘True Reach’, ‘Amplification Probability’ and ‘Network Influence’ factors of SNS Marketing for Korean-Wave Tourism. For the purpose of this study, the analysis is conducted utilizing advanced research, present conditions related to Korean-Wave tourism with SNS marketing, and Chinese tourists’ use of SNS. The strategies are as follows. First, to improve 'Amplification Probability', the development of participation type contents for the spread of the experience postscript and positive review. Second, in terms of 'True Reach' factor, the guarantee of the usability considering the characteristics of the Korean-Wave tourists and their interests, and the reliability of the Korean-Wave tourism information according to the sincerity of messages. Third, to improve 'Network Influence', the development of video clips and webtoon experience programs about the Korean-Wave and Korean-Wave tourism as an indirect experience opportunity for the familiarity about Korean-Wave and Korean culture.