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A study of Koreans and Mexicans opinion's of Korean society's perception of Mexico

한국인과 멕시코인의 관점에서 한국사회가 가지는 멕시코에 대한 인식에 관한연구

  • Coutino Lopez, Gloriana (Dept. of Design Management, International Design school for Advanced Studies, Hongik University) ;
  • Kim, Boyeun (Digital Media Design, International school for Advanced Studies, Hongik University)
  • Received : 2018.05.28
  • Accepted : 2018.07.20
  • Published : 2018.07.28

Abstract

In the past years, the influx of Korean tourists to international destinations has seen a significant rise, especially in non-Asian countries. However, Mexico is still far from a popular destination to the average Korean tourist. Using Keller's brand equity model, this paper researches Koreans' opinions and general brand image of Mexico in an attempt to identify both the positive and negative perceptions they have of this country. Keller's brand model analyses four different levels of engagement between the customers and the brand. We want to know the degree to which Koreans have been engaged in Mexico as a brand nation and as a tourist destination. Research findings through this study will reveal the needs and insights that offer opportunities relevant for the planning, creation, design and development of new approaches for Mexico's nation brand promotion.

지난 몇 년간, 한국 관광객의 국제 관광지 유입은 특히 아시아가 아닌 국가에서 크게 증가했다. 그러나 멕시코는 여전히 한국 관광객에게 인기있는 관광지가 아니다. 이러한 현상의 제고와 인식의 개선을 위해 본 연구를 진행하였다. 이 논문은 켈러의 브랜드 에퀴티 모델을 사용하여 한국인과 멕시코인이 가지는 일반적인 브랜드 이미지를 비교하고 분석하였다. 한국 관광객이 멕시코라는 나라에 가지는 국가 브랜드와 관광지로서의 수준을 파악하여 연구의 가치를 더하였다. 이 연구의 결과는 후속적으로 이루어질 멕시코의 국가 브랜드 홍보를 위한 새로운 접근법이 될 것이며, 기획, 창작, 디자인 및 개발 연구에 가치있는 초석이 될 것이다.

Keywords

References

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