韓國的連續劇、電影、音樂等流行文化在1990年代開始大量湧入華文地區，先後在臺灣、香港和中國等地釀成一股熱潮，1999年，華文傳媒首次使用「韓流」（Korean Wave，韓語稱한류, Hallyu）一詞來形容這股韓國文化熱。韓流已經成為隨著三星、LG、現代等大型跨國公司的發展而崛起的韓國經濟的代名詞。 韓流為文化全球化的一個典型案例， 它是韓國的國家文化政策的擴散和實踐的一種象徵，藉由促進創新和創意產業的擴張，來增進韓國的全球經濟競爭力。從韓流在世界各地之現象觀察發現，其威力來得突然且全面，具系統規模且有策略，且其文本意識大膽，更挑戰傳統觀念，並具獨特的文化藝術特質，不僅在韓國國內受到企業和影視界關注與支持，韓流所形成的世界風潮，其崛起的因素及所帶來的效應更引發各國政府和學術界的熱烈討論，尤其聚焦於韓流是否為暫時的效應抑或是長期趨勢。 韓流現象在亞洲各國普遍存在，其中以中國大陸、日本、香港、台灣，以及東南亞越南、泰國、馬來西亞、新加坡及菲律賓等國最為明顯，並擴及印度、中東、中亞和俄羅斯各國，甚至在亞洲以外包括美國、拉丁美洲國家、歐洲、澳洲、非洲等地區逐漸發展。韓劇及韓國流行音樂(以下簡稱K-POP)的流行已經成為一種世界性現象，它以獨特的文化藝術魅力成功地實現了跨文化傳播，使吾人不禁想瞭解韓流何以會成功的關鍵因素，如韓國政府如何推動文化政策？如何運用整合行銷傳播策略？本計畫除進一步探究外，擬針對韓國影視文化產品一旦跨越國界，在亞洲及世界各地如何被消費？如何與當地文化產生互動和交融？甚至產生對經濟的影響及反韓流的效應等進行探討。 「韓流」所帶來對亞洲普及文化現象的反思值得我們深思研究，由於文化接近性，韓流在兩岸的擴散及影響最巨，本論文主要研究目的擬就所探討韓流崛起的背景因素，來分析論述「韓流」流行文化對兩岸的影響及韓國政府如何因應反韓流現象，最後總結研析結果，針對以下重點進行分析，第一，韓流形成的成功關鍵因素及其對國際關係的意義為何？第二，韓流所帶動的經濟效益為何？第三，韓流究竟是短期效應或是長期效應的現象？由於韓流已在一些國家產生反韓流的現象，對當地文化與產業究造什麼樣的衝擊等，進而盼能做為我國推動文化創意產業政策之省思與參考。 研究發現，韓國政府推動文化全球化策略，促使韓流席捲全世界，韓國人展現的企圖心令人心生傚尤之心。韓流對於促進國際關係有著深遠的意義，進而構建亞洲文化的認同，更形塑東亞區域化的作用，但審視東亞流行文化實踐中所發生複雜的互動關係，韓國政府如何維繫韓流及降低反韓流所帶來的負面影響，實為韓國政府應努力的重要課題。

中文摘要 本論文以台灣出發前往韓國的觀光團為對象，1998年為「韓流」的分界點，前後各十八年，分別為「韓流前」與「韓流後」二階段為時間軸來探討。從韓流前的觀光旅遊書，以及資深領隊與線控的深度訪談，到韓流後台灣旅行社出團的40個不同觀光行程，依照其中所安排的餐飲料理、觀光景點、購物種類這三大項，來分析在韓流前與韓流後的差異與其原因。除了行程中不同的觀光內容與價格取向等，並且檢視在韓國政府與民間團體的努力下，塑造出來的「文化韓國」，是否能讓台灣民眾以觀光的方式，可以認識真正的韓國文化精髓。 本論文正文共計四章十二節。前三章的第一節先歸納出韓國當地的餐飲、景點、物產的特色；第二節是比較台灣人觀光團在韓流前與韓流後，這三大項的異同；第三節則是觀察這三大項的轉變與探究其原因。第四章為台灣視野下的韓國，第一節是從當地不同區域所推出的觀光路線種類，來確認韓國透過觀光文化傳播想要達到的目的；第二節從台灣推出的赴韓觀光團來分析，經過旅行社篩選後的行程能在韓國有的真正體驗；第三節統整台灣人的觀光團所觀察到的韓國與韓國人想要呈現的意象。 赴韓觀光團的餐飲、景點與購物三大項安排，是台灣人以觀光為手段，碰觸到韓國文化最直接的方式。本論文指出其中不同的轉變，也發現韓流不只是觀光行程選擇上的重要因素，對於韓國意識與文化傳播的影響，更有其特殊存在的意義。 關鍵詞：韓流、韓國觀光、韓國餐飲、韓國景點、韓國購物、韓國意象。 / Abstract This paper is based on the tour group which travels to Korea from Taiwan. And 1998 as the "Korean wave" dividing point, which is eighteen years before and after the "Korean wave" and "Korean wave" as the time axis of the two stage.From the Korean Tourism books, as well as senior team leader and the depth of the interview, to the tour of 40 different tour itinerary of the travel agency from Taiwan， in accordance with the arrangements for food restaurant, tourist attractions, shopping category of these three items, to analyze the difference before and after the Korean wave and its causes. In addition to the different sightseeing content and price orientation in the trip, and view the "culture of Korea" created by the efforts of the Korean government and civil society , whether can let the people of Taiwan to sightseeing, can understand the true essence of Korean culture. The main body of this thesis consists of four chapters and twelve sections. The first section of the first three chapters first summed up the Korean local food, attractions, property characteristics; the second section is to compare the Taiwan people sightseeing group in the Korean before and after of the Korean wave, the similarities and differences between these three categories; the third section is to observe the changes of these three items and explore the reasons.The fourth chapter is Korea from the perspective of Taiwan, the first section is introduced from different regions of local sightseeing route type, to confirm the Korean cultural communication through sightseeing purpose; the second section from Taiwan to Korea launched a tour of the travel agency, after screening after stroke and some real experience in Korea; the third section system the Taiwan people sightseeing group observed by the Korean and Koreans want to render images. To the Korean tourist group of food, attractions and shopping arrangements for the three items, the people of Taiwan to sightseeing as a means of touching the most direct way of Korean culture. This paper points out the different changes, and found that the Korean wave is not only an important factor in the choice of tourism itinerary, but also has a special significance for the influence of Korean consciousness and cultural communication. Keyword：Korean wave、Korean tourism、Korean foods、Korean shopping、Korean attractions(Scenic spots)、Korean images。

據韓國觀光公社的統計資料顯示，在台灣、中國大陸、香港、日本、新加坡、泰國等亞洲國家有韓流現象。國家的韓流風潮從韓國電視劇開始，緊接著帶動韓國流行音樂、電影、服飾、美容、整形、線上遊戲、手機、汽車等各方面的流行。藉著韓流潮流，亞洲地區的國家漸漸認識了韓國，也改變對韓國的國家形象，然而，實際上這些韓流潮流對這些亞洲國家的民眾是否有其影響？ 因此，本研究想探討的是，亞洲國家興起的韓流狀況，瞭解此現象的流行程度與範圍，進一步，觀察韓流風潮盛行的亞洲國家非移民觀光客進入韓國的數量，並從女性和年齡層變化加以探討韓流風潮的影響力。研究發現，亞洲國家在韓國電視劇進入當地之後，台灣、中國大陸、泰國等國家訪韓的觀光客數量有大幅增加；香港、日本、新加坡無顯著變化。再來，大部分的亞洲國家，進入濟州島的訪韓數量、女性的訪韓數量、20歲以下的訪韓數量於韓流高潮的2004-2005年期間有顯著成長。最後，本研究試著建議韓國政府未來該採取的發展方向。

全球化時代下的跨文化消費活動已深植日常生活之中，使得遠地與本地間的差異日益難以明確區別。本文以本地韓國流行文化的消費行為為主要研究範疇，藉由閱聽人深度訪談方式，以瞭解韓國流行文化行為是如何在本地實踐，與本地社會論述間如何進行對話。 本文以為，所謂「韓流」的在地呈現包含了積極享樂與消極對抗兩股力量，而韓物的在地消費情況是由次等而主流漸次推移的。韓國流行文化的在地推展，相較於他國流行文化遭遇更多反對聲浪，而這份反韓情緒除了展現在本地影視產業從業者身上外，更展現在韓國流行文化消費者自身。本地的哈韓/恐韓/拒韓症，更深層的文化意義，恐怕是來自本地文化認同上的混亂局勢，使得本地韓國流行文化消費者在消費韓國流行文化的過程中，不斷發現自身文化的焦慮，形成愈消費愈恐慌的情形，並因而有了拒斥的心態，使得所謂「哈韓族」的存在有了應當被質疑處。 / Under the globalization time cross cultural expense activity has deeply planted during the daily life, causes difference between the distant place and this locality with difficulty is clear about day by day distinguishes. This article take the local South Korean pop culture expense behavior as the main research category, which is usually called “Korean wave,” begin with korean drama at late 1990s.It affiliation by the depth interviwe way, try to understand how the South Korean pop culture behavior is in local does practice, how elaborates with the local society carries on the dialogue. The South Korean pop culture promotes in the place, compares opposes the voice much to other country pop culture bitter experience, but this counter- Han mood besides unfolds on the local film and television industry being employed body, unfolds in South Korean pop culture consumer oneself. Local breathes out Han（哈韓）/to fear Han（恐韓）/to resist Han （拒韓）sickness, the in-depth cultural significance, perhaps is comes from the local cultural approval in the chaotic situation. Causes the local South Korean pop culture consumer in to expend the South Korean pop culture in the process, unceasingly discovers own cultural the anxiety. Forms expends a more panic situation, and thus had the point of view which repels, enables so-called "breathes out the Han race" the existence to have has had by the question place.

台灣與韓國過去曾多年在經濟產業與運動競賽交手，也因雙方在各層面的競合關係，導致大多數的台灣民眾對韓國觀感較差，然而此一情況在近二十年來因為韓國流行文化「韓流」進入台灣以後有所改變。 在台灣，韓流帶來的熱潮無所不在，從網上論壇的討論到電視螢幕上的瘋狂播放可見一斑。然而對於大多數以女性為主的韓流迷族群，在韓流熱潮中卻被媒體描述為瘋狂、失去理智的受害者，在日常生活中也必須面對來自他者的敵意。為進一步探討此一現象，本研究將著眼於研究女性韓流迷在日常生活中面對反韓情緒的經驗，了解她們的應對策略。 透過與12位女性韓流迷訪談，本研究發現：首先，即使女性韓流迷透過參與、消費韓流文化學習到相當可觀與韓國有關的知識，但卻難以將此一知識與反韓他者分享；再者，即便雙方並無直接交戰或其他歷史上敵對的背景，台灣的反韓情緒主要來自於媒體不斷操作的結果，形成代代相傳的集體意識；最後，對於反韓群眾而言，反韓情緒就像是一種「微型國族主義」，即使雙方無真正交戰敵對關係，卻能供給台灣反韓群眾抒發與韓國競爭所帶來的焦慮一處出口。 / Taiwan and South Korea have a long-time history competing with each other in sports and industries. Due to these competitions, most Taiwanese people dislike South Korea. However, in the two recent decades, the Korean Wave has gradually become globally recognized and has won a place in the Taiwanese market. In Taiwan, the hype of the Korean Wave can be seen from music programs on TV to the discussion forums on the Internet. Korean Wave fans, most of whom are female, have been portrayed in a maniacal and negative way in the meddled coverage by Taiwanese media. These fans not only need to endure discrimination by the media, but also in their daily interactions with other people who hold anti-Korean attitudes. This study intends to discuss how Korean Wave fans confront anti-Korean attitudes in their daily experiences. Through the interviews of twelve female fans, the study has found, first, that even though these fans learned valuable knowledge about South Korea during their participation in the Korean Wave, that great amount of knowledge is difficult to share or persuade the anti-Korean people who confront them. Second, the nationalistic antagonism towards South Korea has surged in Taiwan for decades, yet, there is no specific historic reason for Taiwanese people to be hostile towards South Korea. Under this circumstance, the nationalistic antagonism toward South Korea in Taiwan still existed as a kind of collective memory from generation to generation thanks to the news media. For those anti-Korean Taiwanese, the nationalistic antagonism may serve as a kind of petty nationalism that expresses their anxiety in facing and competing with South Korea.

韓國流行音樂（K-Pop）逐漸在世界各地展露頭角，在台灣更使得哈日風潮逐漸被取代，成為最暢銷的外語專輯。本研究欲探討韓國流行音樂如何進軍以台灣為首的大中華市場，希望藉由Super Junior的例子，找出K-Pop成功行銷的秘訣。 經研究發現，不論是S.M.或是avex taiwan的規劃，種種努力皆是以「華語歌手、藝人」的角度來生產「在地偶像」，希望減少觀眾對Super Junior所代表「韓國」的印象，進而在華語流行音樂市場中創立新偶像。 / Korean Pop Music (K-Pop) gradually gained popularity around the world and became the most popular foreign pop music genre in Taiwan in 2009, replacing the long dominating Japanese Pop Music. The purpose of this study is to investigate how K-Pop entered the Greater China market by looking at the marketing strategy of Super Junior in Taiwan. The major finding of this dissertation is that all of S.M. and avex taiwan’s efforts were directed to making Super Junior a “local idol” in Taiwan. In other words, they wanted Super Junior to be a Chinese pop music star. These two companies tried to reduce the Korean impressions on Super Junior, and tried to create a new idol group in the Chinese pop music market.

本文研究的目的嘗試回答「在以國族認同的現實中，東亞流行文化的交流是否能使東亞國家成為一個想像中的共同體，進而創造一個令人嚮往認同的東亞認同？」。在理論層次上，本研究認為一個想像中的東亞共同體可以建立在亞洲閱聽人對東亞國家間混種流行文化產品的消費上，東亞共同體代表了形形色色的生活型態，並結合傳統、現代及後現代的價值觀。為了要找出混種的文化實踐能否建構東亞認同，必須探討這些文化實踐在社會及歷史的情境中各種既有的連接方式。 本研究發現，在消費進口流行文化的情境下，消費混種流行文化文本不僅能提供消費者反思社會議題，同時也讓生產者理解其他國家如何產製產品的機會。此外，大眾媒體藉由討論國家主義，試圖干預閱聽人對他國文化產品的消費行為。當審視東亞流行文化實踐之間所發生複雜的互動關係，本研究也發現構想東亞認同應該是想要面對並克服各種非民主及壓制的力量，而非去認同其所定位的文化內容。 / National identity has traditionally played a central role in shaping a person’s views and beliefs. However, is it possible that we are moving towards a new paradigm, where exchanges of popular culture in East Asia make it possible to visualize an integrated East Asia bloc and connect with a broader East Asian identity? On the theoretical level, we contend that the new East Asian image is being cultivated by the commonality of consuming hybridized popular culture products exchanged among East Asia countries, which represent various shapes and forms of cultural memes, which are ingrained in tradition and values of modernity and post－modernity. In order to find out whether hybrid cultural practices can constitute the basis for the establishment of an 「East Asian identity」 with the potential to change the current landscape in power relations, we need to investigate concrete ways in which specific cultural practices are articulated in the social and historical contexts. In the context of the consumption of imported popular cultural products, the experience of hybrid popular culture products provides the consumer with an opportunity to critically reflect on the problems in their society as well as gaining an insight into the foreign country producing the product. For the part of audiences enjoying other Asian cultural products, some make use of the cultural products as symbolic capital as a way of distinguishing themselves from other users.