Perceptions of MBA Students of Business Administration of Special Part of Thailand on Communication Soft Power of South Korea in 2023
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Abstract
The purposes of this research were to study the soft power of South Korea that affected the decision to travel to South Korea of students with a special degree in business administration in Thailand and the type of South Korean soft power communication that affected the perception of Thai MBA students. In depth interviews with certain target groups of MBA students in the specialized sector, Faculty of Management Sciences, Prince of Songkhla University, were done as part of the qualitative research. Twenty-six students participated in the interviews between April 24 and 26, 2023, in South Korea. The results showed that the three main reasons for visiting South Korea were: 1) They wanted to learn about culture and the way of life, such as food, language, K-pop, and Korean movie series; get to travel and experience the atmosphere of South Korea; and city management and traffic management, according to the tour company. 2) The Facebook gathering was from Korean lovers from Google, Korean series, TikTok, and TV shows, IG, and Lemon8, sharing from friends, reading reviews, and knowing from relatives living in Korea, respectively. 3) The soft power that made the impressive sample group was clean country houses, respect for the law, and dining culture. nature's air, old-fashioned dress, advanced technology, and beauty products, respectively. Last, 4) the main reasons to come back to South Korea again were: 1) I love the atmosphere and cool weather; 2) I want to learn more about other cultures; and 3) I want to travel to other provinces of South Korea.
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