Title Page
Contents
Acronyms 8
ABSTRACT IN KOREAN 9
ABSTRACT 11
I. Introduction 13
1.1. Research Background 13
1.2. The Purpose of the Research 17
1.3. Method and Scope of Research 19
1.4. Composition of Research 20
II. Theoretical Background 21
2.1. Korean Wave 21
2.1.1. The Concept of Korean Wave 21
2.1.2. Components of Korean Wave 23
2.1.3. Korean Wave and National Image 24
2.1.4. Korean Wave and Visit Intention 26
2.2. National Image 26
2.2.1. The Concept of National Image 26
2.2.2. The Components of National Image 28
2.2.3. National Image and Visit Intention 30
2.3. Visit Intention 31
2.3.1. The Concept of Visit Intention 31
2.3.2. The Components of Visit Intention 33
2.4. Thailand and the Korean Wave 34
2.4.1. Presence of Thailand 34
2.4.2. The Impacts of Korean Wave in Thailand 35
III. Research Methodology 38
3.1. Research Model and Hypothesis 38
3.1.1. Research Model 38
3.1.2. Research Hypothesis 39
3.2. Operational Definition and Measurement of Variables 40
3.2.1. Korean Wave 41
3.2.2. National Image of Korea 41
3.2.3. Intent to Visit Korea 41
3.3. Sampling Methods and Research Methods 42
3.4. Questionnaire Completion Method 43
IV. Hypothesis Testing and Analysis Results 45
4.1. Characteristics of Sample Survey 45
4.2. Factor Analysis and Reliability Analysis 47
4.3. Correlation analysis 49
4.4. Verification of Hypothesis 50
4.4.1. Relationship between the Korean Wave and the Korea's National Image 52
4.4.2. Relationship between the Korean Wave and Intent to Visit Korea 55
4.4.3. Relation between Korea's National Image and Intent to visit Korea 57
4.5. Analysis of research hypothesis and analysis result 58
V. Conclusion 63
5.1. Summary of Research Result 63
5.2. Implication and Future Tasks 64
References 67
Appendix 79
Appendix 1. English Survey Sheet 79
Appendix 2. Thai Language Survey Sheet 86
Table 1. Research Population 43
Table 2. Survey Structure 43
Table 3. Demographic characteristics of respondents 46
Table 4. Factor analysis and reliability analysis 47
Table 5. Correlation Analysis 49
Table 6. Differences according to Demographic Characteristics 51
Table 7. The Regression Analysis on the Effect of the Korean Wave on... 54
Table 8. The Regression Analysis on the Effect of the Korean Wave on Visit... 56
Table 9. Regression analysis on the effect of national image on national visit... 57
Table 10. Hypothesis Test Result 58
Figure 1. Conceptual Framework 38