When Does Cultural Diplomacy Work? The Effectiveness of South Korea's Diplomatic Anniversary Cultural Events

Ena Yun, Sijeong Lim

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)323-356
Number of pages34
JournalKorea Observer
Volume53
Issue number2
DOIs
Publication statusPublished - 2022

Bibliographical note

Publisher Copyright:
© 2022 by INSTITUTE OF KOREAN STUDIES.

Keywords

  • Audience Satisfaction
  • Cultural Diplomacy
  • National Image
  • Public Diplomacy
  • South Korea

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences

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