2012年南韓歌手Psy以《江南Style》一曲在全球各地掀起旋風,同時提升韓國江南區的觀光旅遊,而近年來,韓流風潮也持續在東亞地區流行,並且逐漸向外擴散。過去許多研究以平衡理論探究消費者、劇中人物和劇中主角的關係,本研究也依據該理論為架構,探討消費者、K-pop歌手和目的地意象三邊之間的關係,並加入文化接近性作為調節變項。根據文獻探討,以Hofstede文化構面中的長期導向將消費者以地理區劃分為亞洲和非亞洲,以代言人理論將K-pop歌手分為個人和團體組合,並建立假設。研究過程透過問卷調查法,以便利採樣的方式,在網路和現場發放問卷蒐集樣本。 研究結果發現,消費者、K-pop歌手和目的地意象之間存在正向關係,在平衡理論中呈現平衡狀態;並且女性在態度表上較男性好惡分明,兩者有明顯差異。因此,在實務建議上,本研究認為透過強化名人和物件之間的關聯,將對消費者產生正向吸引力。其次,利用性別和文化接近性結合,針對女性發展行銷策略,提升他們對產品的態度,進而發展購買意願,達到行銷目的。
In recent years, East Asia has been, overwhelmingly growing a new culture, that is Korean popular culture, or Korean wave. After the “Gangnam style” performed by Psy won a phenomenal success around the world, Korean pop music (a.k.a. K-pop music) has begun to attract a huge numbers of tourists to Seoul visiting the Gangnam district. Based on balance theory, this study seeks to investigate consumer’s impression on K-pop artists and destination image of Korean tourist attractions. Moreover, cultural proximity is incorporated into it. According to the literature of Hofstede’s cultural dimension and spokesperson theory, consumers are divided into Asian group and non-Asian group, and K-pop artists, individuals and groups, and then the hypotheses are proposed. Survey research is adopted, and convenience samples are collected from the Internet and the field. The result implies that there is a positive association between consumers, K-pop artist, and destination image. Furthermore, female consumers show stronger attitude towards K-pop artist and destination image than male ones. Finally, it is suggested that the association between celebrity and third party be strengthened to enhance consumers’ impression, and gender should be taken into consideration, as well.