한국 관광 시장에서의 대만 전통 기념품 발전 가능성: 문화적 관점을 중심으로

Development Potential of Taiwanese Traditional Souvenirs in Korean Tourism Market: A Cultural Viewpoint

This study examines effective marketing strategies for Taiwanese traditional souvenirs targeting Korean tourists through the lens of Hofstede's Cultural Dimensions Theory, with particular emphasis on collectivism. Despite strong post-pandemic recovery where Korean tourist arrivals reached 80.72% of pre-pandemic levels in 2024 and demonstrated the highest souvenir expenditure among all international visitors, Taiwan's souvenir industry lacks strategic understanding of Korean cultural preferences. Through mixed-methods analysis combining statistical data from Taiwan Tourism Administration, comparative analysis of tourist behaviors, and application of cultural dimensions theory, this study identifies how collectivist values (scoring 18 on Hofstede's scale) significantly influence Korean tourists' purchasing decisions. Findings reveal that word-of-mouth communication, group validation, and social media influence are critical factors in souvenir selection. The study contributes theoretical insights on collectivist consumer behavior in tourism contexts and provides practical recommendations for Taiwan's souvenir industry to develop culturally appropriate marketing strategies and shopping environments that align with Korean tourists' cultural preferences in the post-pandemic era.