When Does Cultural Diplomacy Work?: The Effectiveness of South Korea's Diplomatic Anniversary Cultural Events
- Authors
- Yun, Ena; Lim, Sijeong
- Issue Date
- 2022
- Publisher
- INST KOREAN STUDIES
- Keywords
- Cultural Diplomacy; Public Diplomacy; Audience Satisfaction; National Image; South Korea
- Citation
- KOREA OBSERVER, v.53, no.2, pp.323 - 356
- Indexed
- SSCI
SCOPUS
KCI
- Journal Title
- KOREA OBSERVER
- Volume
- 53
- Number
- 2
- Start Page
- 323
- End Page
- 356
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/144002
- DOI
- 10.29152/KOIKS.2022.53.2.323
- ISSN
- 0023-3919
- Abstract
- While South Korea has been an active player in cultural diplomacy, there is a dearth of research on how cultural diplomacy events should be designed to maximize their effectiveness. We fill this gap by investigating what affects audience satisfaction with Korea's cultural diplomacy events. We utilize opinion surveys conducted from 2018 to 2020 with close to 2,000 respondents at 12 official cultural events in nine countries celebrating the anniversary of diplomatic ties. We find that local cultural expert involvement in the design of the event is associated with greater satisfaction when the audience has a high familiarity with Korean culture. We also find that introducing intercultural elements to the event can help improve event satisfaction among audience members with relatively low intercultural competence. Our analysis also confirms that audience members satisfied with these events hold a more favorable perception of Korea. The findings have important implications for cultural diplomacy practitioners.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - ETC > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.