문화·경제·지리적 거리가 방송 프로그램 수출에 미치는 영향: 아태 9개 지역에 대한 분석

The Impact of Cultural, Economic, and Geographic Distance on Broadcasting Program Exports: An Analysis of Nine Asia-Pacific Regions

Purpose - The purpose of this study was to analyze the impact of cultural distance, economic distance, and geographic distance on the export of Korean broadcasting programs by using data from 2013 to 2022 between Korea and nine regions in the Asia-Pacific. Design/methodology/approach - This study conducted a panel regression analysis using pooled cross-sectional time series data extracted from a ten-year dataset of nine Asia-Pacific regions: Japan, China, Taiwan, Singapore, Hong Kong, Vietnam, the Philippines, Indonesia, and Thailand, which are the main export destinations for Korea broadcasting programs. Findings - Firstly, economic and geographic distance, key determinants in the traditional gravity model, were found to significantly influence the export of Korean broadcasting programs. Secondly, while cultural distance showed a positive correlation with the export value of Korean broadcasting programs, an non-linear inverted U-shape relationship was observed when considering the squared term of cultural distance. Research implications or Originality - The findings of this study contribute to the existing literature by providing empirical evidence that the factors influencing the traditional gravity model remain significant determinants of Korean broadcasting program exports. While previous studies have primarily emphasized economic variables, this study underscores the importance of cultural factors in explaining the export of Korean broadcasting programs.