The tourism relations between Korea and China have been increasing continuously. The tourism advertisement has been playing an important role for delivering travel information and destination image to the tourist. To attract more tourists for visiting...
The tourism relations between Korea and China have been increasing continuously. The tourism advertisement has been playing an important role for delivering travel information and destination image to the tourist. To attract more tourists for visiting the destinations, researchers paid quite a lot of attention to the necessity of the tourism advertisement as well as the studies of how to make a successful tourism advertisement. Varied topics of tourism advertisement had been studied in the literatures, however, the study of tourism advertisement content between different countries were limited. According to the survey of the tourism advertisement in the literatures, tourism resource, tourism typology and the advertising appeal of the tourism advertisement are the most relevant building blocks of the tourism advertisement. The study gives some directions for improving the tourism advertisement by comparing the characteristics of the correlation and the difference of these advertisements between Korea and China.
The samples of the advertising films in the study were selected from the official tourism web sites of both Korea and China. There were total 29 advertising films were studied, 12 films were selected from Korea and 17 films were selected from China. The Korean advertising films were selected from the tourism web sites of 16 provincial level provinces, and the Chinese advertising films were selected from the web sites of 22 provinces, 4 direct-controlled municipalities and 5 autonomous regions.
The basic approach applied in this study is based on the theory of content analysis. The analyzing procedures can be summarized as the following three steps. First, the tourism resource, tourism typology and the advertising appeal of the tourism advertisement are analyzed by using of content analysis method. Second, do a frequency analysis of the result of the content analysis. Last, identify the difference of these three aspects by using of Chi-Square test and t-Test.
The findings of study are as following: Frist, The percentage of appearance of the tourism resource in the tourism advertisement is different between Korea and China. The result of analysis of the major tourism resource of Korean tourism advertisement is natural resource, temple, art, life style, historical interest, activities, relics, entertainment facilities and exercise. In contract, the result of China’s tourism advertisement is natural resource, historical interest, temple, customs, living, art, entertainment facilities, relics and activities. Second, There is no difference of the multiplicity analysis of the tourism typology between Korea and China’s tourism advertisement. However, the experience type tourism occupied higher appearance rate in Korea’s advertisements. In contract, the recreation type of tourism has higher appearance rate in China’s advertisements. Third, There is no apparent difference on the advertising appeal too. Both Korea and China are applying the rational appeal as the major approach. However, there is some difference on the emotional appeal. There is more warmth appeal in Korea’s advertisement, but there is more nostalgia appeal in China’s advertisement.
However, the material of this study was selected from the major provincial level official tourism web sites, the samples may not be rich enough for representing all the characteristics of the whole country. It would be better to get more tourism advertisements from the local tourism advertisements for improving the integrity of the study.