Are Hallyu Culture Festival Visitors K-pop Fans or Festival Visitors?: A Comparison of the Subjectivity of Chinese and Korean Visitors to BOF Using Q Methodology

OH JEONG MIN; LEE. S. H

Journal of Tourism Sciences

Abbr : JTS
2018, 42(10), pp.31-51
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

OH JEONG MIN ¹, LEE. S. H ²

¹부산대학교
²부산대학교

ABSTRACT

The purpose of this study was to analyze subjective perceptions of Chinese and Korean visitors attending a Hallyu culture festival using Q methodology and then to compare the differences between the two groups. Cohen’s concept that tourism motivation and experience may differ depending on the difference of perceptions between self-culture and other-cultures was used as a framework for the analysis of visitors to the Busan One Asia Festival (BOF). As a result, the subjectivity of Chinese visitors was divided into four factors, whereas the subjectivity of Koreans was divided into three. From these factors, several meaningful results could be derived. First, the Korean Wave contents and their experience competitiveness were commonly recognized by Chinese and Korean visitors. Second, while the Chinese group placed relative importance on cultural exchanges, the Korean group was more focused on escape from daily life. Finally, this study proposed various strategies for developing contents and promoting festivals in order to expand the cognitive scope of festivals concentrating on K-pop.
KEYWORDS

Hallyu culture festival, Busan One Asia Festival, K-pop, Q methodology
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