한국해외홍보용 포스터의 한국관광인식에 관한 탐색적 연구

An Exploratory Study of the Gold Coast Residents’ Perception of the KNTO’s Posters for International Tourism Publicity

Involved with Korean tourism posters, this paper examines the differences of the Australian residents’ perception. The data was collected from 224 residents of Gold Coast, Australia. The findings are: firstly, the lifestyle types of the residents were classified in three elements, “activity-seeker”, “culture-seeker” and “nature seekers”, and secondly, no significant relationship between the perception of the posters and actual visiting desire was found. Finally, the potential repeaters were found considerably motivated to revisit Korea by the posters representing both modern and historical images such as the 2002’s World Cup and historical heritages, while the first visitors were affected by scenery and traces of ancient civilization.