사드 이슈 후 중국문화권의 한류재확산을 위한 e-서비스 품질차원에 관한 종단분석

Since the late 2016, THAAD has been very big issue between Korea and China. China government has restricted Korea wave in all regions of China. The stream of Korea wave will be also different from now. So we need a study considering on the time period of Korea wave. This paper shows several implications from some changes by each time period including THAAD issue of Korea wave for Chinese Cultural regions. These implications are applied to develop a tourism app and to design a tourism web site for each Chinese cultural region. The main method of the paper is quality function deployment. It shows how to enhance e-service quality utilizing types of requirements by Chinese cultural regions and by the time period of Korea wave after THAAD issue. The result of the paper implicates that the app and web services has to be designed differently considering lessons from THAAD issue. In order to achieve objectives of the paper, we collected and classified several thousands of requirements from bulletin board systems and e-mails from Chinese cultural region. We surveyed the weight of national e-brand strategies from tourism experts and employee of KTO(Korea tourism organization). The main method of the paper is Quality Function Development (QFD) and this is used twice for 1st HOQ and 2nd HOQ. The first HOQ is for analysis of relations between national e-brand strategies and the types of requirements. It shows how to enhance national e-brand strategies using types of requirements by Chinese cultural region and by the time period of Korea wave. The second HOQ is for analysis of relations between the types of requirements and elements of tourism e-service quality. It shows how to enhance e-service quality utilizing types of requirements by Chinese cultural region and by the time period of Korea wave. The result of the paper implicates that the app and web service has to be designed differently according to the time period of Korea wave. This study analyzed the web site of www.vistikorea.com of Korea Tourism Organization for innovation of differentiated e - service quality based on inquiries from Chinese visitors and national e - brand strategy. Based on the results of the analysis, this study suggests the direction of web site design and app development by reflecting the implications for improvement of e-service quality by each period of Korea waves in Chinese cultural region.