Hallyu's Effects on Seoul's Pop Culture Tourism
Parviainen, Elina (2022)
Parviainen, Elina
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112924904
https://urn.fi/URN:NBN:fi:amk-2022112924904
Tiivistelmä
The objective of this thesis is to research Hallyu’s effects on Seoul’s pop culture tourism and its image as a pop culture tourism destination. More people are interested in visiting South Korea's capital as Korean pop culture is consumed more widely and interest is growing, especially because of popular Korean pop music groups, TV shows, and movies.
The theoretical framework is based on the development of Hallyu and how it has improved knowledge of Korean culture, what motivates people to travel and choose certain destinations, niche-travel, and how a destination’s image is formed.
The research data is collected from existing materials and analysed using mainly quantitative methods. The main question this thesis and research aim answer is How Hallyu has impacted pop culture tourism in Seoul and what effects does it have on Seoul’s image as a pop culture tourism destination? Quantitative methods are used to analyse the data concerning the number of tourists in relation to the growing popularity of Korean pop culture content.
The results of the research indicate that as interest in Korean pop culture has grown, so has the number of tourists visiting Seoul. Hallyu has caused an improvement in Seoul's destination image as a tourism destination. Rather than being perceived just as a militaristic and industrial nation, Korea is now more well renowned for its rich cultural heritage. Hallyu’s growing importance is seen in South Korea’s GDP and tourist numbers, proving it is a major phenomenon helping South Korea’s tourism.
The theoretical framework is based on the development of Hallyu and how it has improved knowledge of Korean culture, what motivates people to travel and choose certain destinations, niche-travel, and how a destination’s image is formed.
The research data is collected from existing materials and analysed using mainly quantitative methods. The main question this thesis and research aim answer is How Hallyu has impacted pop culture tourism in Seoul and what effects does it have on Seoul’s image as a pop culture tourism destination? Quantitative methods are used to analyse the data concerning the number of tourists in relation to the growing popularity of Korean pop culture content.
The results of the research indicate that as interest in Korean pop culture has grown, so has the number of tourists visiting Seoul. Hallyu has caused an improvement in Seoul's destination image as a tourism destination. Rather than being perceived just as a militaristic and industrial nation, Korea is now more well renowned for its rich cultural heritage. Hallyu’s growing importance is seen in South Korea’s GDP and tourist numbers, proving it is a major phenomenon helping South Korea’s tourism.