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The purpose of this study is to investigate the effects of the new Hallyu cultural contents and the business hallyu on the image, attitude and visit intention of Korea. New Hallyu cultural contents include traditional culture in addition to Korean media culture and pop culture used in the existing Hallyu researches. For the empirical analysis, a questionnaire survey was conducted for university students living in China, and a total of 249 questionnaires were used for analysis.
As a result of factor analysis, new Hallyu cultural contents and Business Hallyu were classified into media culture, pop culture, traditional culture and Business Hallyu. Image, attitude and visit intention were analyzed in a single dimension.
As a result of the hypothesis test, it was analyzed that the images were influenced positively by media culture, pop culture, traditional culture and business Hallyu. Image and attitude were also found to have a significant effect on the visit intention.
The significance of this study was to investigate the effects of Korean traditional culture on image, attitude and visit intention by adding Korean traditional culture to new Hallyu culture contents. And the economic effects of Hallyu are defined as business Hallyu, and businee hallyu has a significant influence on image, attitude and visit intention.