한국관광 홍보용 사진의 어필유형 탐색 (Tourist's Appeal Type for International Tourism Promotional Photos of Korea)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 26권 / 6호 / 23 ~ 38페이지
· 저자명 : 장은경, 박민경, 박흥식

초록

This study aims to investigate how foreign tourists evaluate and interpret photos of Korea tourism promotion through Q Method, depending on their preference types, by targeting foreign potential tourists who have no experience of visiting Korea and no concrete image formed as tourist destination of Korea. As a result of the investigation, this study discovered that there exist 4 types of appeals that Chinese potential tourists in America have toward 35 photos for the Korean tourism promotion. The types of appeals toward the Korean tourism photos can be regarded as groups of people having similar preferences for the Korean tourism photos. Particularly, the 4 types of appeals that Chinese potential tourists in America have toward Korean tourism promotion photos are found to be attractiveness, unique scenary, low-angle and imagination-stimulus. The results of this investigation show that a sightseeing picture may receive various different evaluations, as there exist various evaluations on a tourist attraction in each potential market. In other words, although potential tourists are exposed to the same sightseeing picture, it doesn't mean the same level of their processing information, and there may exist totally different or more various evaluation types on each potential market. Therefore, it is needed to devise a plan for a better composition of Korean tourism promotion photos more likely to appeal every potential market, based on potential tourists' preferences and understanding, not merely beautiful pictures from our point of view.

영어초록

This study aims to investigate how foreign tourists evaluate and interpret photos of Korea tourism promotion through Q Method, depending on their preference types, by targeting foreign potential tourists who have no experience of visiting Korea and no concrete image formed as tourist destination of Korea. As a result of the investigation, this study discovered that there exist 4 types of appeals that Chinese potential tourists in America have toward 35 photos for the Korean tourism promotion. The types of appeals toward the Korean tourism photos can be regarded as groups of people having similar preferences for the Korean tourism photos. Particularly, the 4 types of appeals that Chinese potential tourists in America have toward Korean tourism promotion photos are found to be attractiveness, unique scenary, low-angle and imagination-stimulus. The results of this investigation show that a sightseeing picture may receive various different evaluations, as there exist various evaluations on a tourist attraction in each potential market. In other words, although potential tourists are exposed to the same sightseeing picture, it doesn't mean the same level of their processing information, and there may exist totally different or more various evaluation types on each potential market. Therefore, it is needed to devise a plan for a better composition of Korean tourism promotion photos more likely to appeal every potential market, based on potential tourists' preferences and understanding, not merely beautiful pictures from our point of view.

참고자료

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