A Study on Satisfaction with Entertainment Policies for the Development of K-Content International Trade: The Moderator Variable of Happiness

Abstract

Purpose – The purpose of this study was to discover strategies for the development of the domestic and international entertainment and tourism industries by analyzing factors that affect satisfaction with entertainment policies in Korea. Design/Methodology/Approach – The Korea Culture and Tourism Research Institute September 7, 2020 - November 2020 SPSS statistical analysis was conducted with 10,088 copies of data collected by the survey up to the 16th. Findings – First, it was analyzed that the importance of entertainment policies had a significant effect on satisfaction with entertainment policies. Second, the entertainment public industry was analyzed to have a significant effect on satisfaction with entertainment policies. Third, it was analyzed that the private entertainment industry had a significant effect on satisfaction with entertainment policies. Fourth, when the private entertainment industry affects entertainment policy satisfaction, it was analyzed that happiness had a significant effect. Research Implications – First, research was conducted in terms of developing K-content international trade. In particular, in a situation where Hallyu entertainment content is being exported (distributed) all over the world, it suggests national countermeasures to protect content so that they can grow in the long term. Second, the importance of entertainment policy, public industry, and private industry identify key variables to increase entertainment policy satisfaction, and when the private industry affects entertainment policy satisfaction, it confirms the moderating effect of happiness to improve related laws and institutions and expand infrastructure. It suggested measures to expand and promote private industrial exports.