초록 열기/닫기 버튼
In order to gain a deeper understanding of the influence of Hallyu in Kazakhstan, this study examined the influence of the likability of genres of Hallyu. Specifically, likability of Korean TV/dramas, Korean popular music and Korean cuisine were suggested as three main components that affect the image of Hallyu. Meanwhile, three types of likability were proposed and image were also differentiated into two types such as Hallyu image and country image. This study contributed to providing comprehensive managerial suggestions for the promotion of Hallyu through the verification of the different roles of likability on image and visit intention. This study further suggested a detailed communication plan for revitalizing genre-based likability. Data were collected through an online survey using Google Forms from Kazakh people who had experienced Hallyu. The results showed that the likability of each genre of Hallyu, as a whole, appeared to play an important role in significantly and positively affecting the overall image of Hallyu. The image of Hallyu then exhibited a positive influence on the image of Korea, which in turn resulted in a positive impact on visit intention. Various communication strategies and practical implications are further discussed.
