배구 한류를 위한 정책적 제언 -태국에서의 한국 여자 배구 사례를 중심으로

Abstract

The Korean Wave which refers to the phenomenon of Korean popular culture gaining immense popularity in abroad, is creating a new cultural consumption patter in abroad. Sport is acknowledged as a major factor in national competitiveness creating a new economic value, and it is showing potential to become a main agent to support the Korean wave syndrome, which has started from the pop culture. It was interesting to see that the popularity of Korean professional women’s volleyball and its players went up in Thailand for the past years. Therefore, the purpose of this study is to analyze the popularity factors of Korean women’s volleyball in Thailand and explore weather Korean women’s volleyball can be seen as a true Korean Wave of sport phenomenon. In order to achieve the proposed research goals and objectives, Thai people (volleyball fans, instructors of Thai volleyball league and teams, members of the media) were approached and asked in-depth face-to-face interview. The results revealed that the attractiveness of Korean women’s volleyball players and fun factor of Korean women’s professional volleyball league are the preferred factors for Korean women’s volleyball in Thailand. In summary, the findings in this study contributes to the Korean Wave of sport literature by explaining what popularity factors exist. These findings will provide strategic perception to increase Korean Wave of sport phenomenon. The current study also provides marketers at professional sports with useful implications to make informed global marketing strategies for economic creation.