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The “Hallyu†phenomenon: Utilizing tourism destination as product placement in K-POP culture

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  • Joo Hwan Seo

    (Dong-A University, Republic of Korea)

  • Bumsoo Kim

    (Sogang University, Republic of Korea)

Abstract

This article examines the effect of the Korean pop culture phenomenon also known as “Hallyu†on the inbound tourism demand of Korea. “Hallyu†products are exported throughout Asia and have been growing over the past decade. Using a Bayesian autoregressive model, we empirically investigate the product placement effects of “Hallyu†explained by the parasocial theory of previous literature utilizing inbound tourist data and show that “Hallyu†effects are also present in the overall tourism industry of Korea. The study illustrates that product placement can be a powerful marketing strategy in the tourism industry and highlights its importance for policy makers in creating a comprehensive joint plan for the development of long-term tourism.

Suggested Citation

  • Joo Hwan Seo & Bumsoo Kim, 2020. "The “Hallyu†phenomenon: Utilizing tourism destination as product placement in K-POP culture," Tourism Economics, , vol. 26(4), pages 719-728, June.
    • Handle: RePEc:sae:toueco:v:26:y:2020:i:4:p:719-728
    DOI: 10.1177/1354816619837111
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    References listed on IDEAS

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    1. Hyun Jeong Kim & Ming-Hsiang Chen & Hung-Jen Su, 2009. "Research Note: The Impact of Korean TV Dramas on Taiwanese Tourism Demand for Korea," Tourism Economics, , vol. 15(4), pages 867-873, December.
    2. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    3. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    4. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    5. Haiyan Song & Peter Romilly & Xiaming Liu, 2000. "An empirical study of outbound tourism demand in the UK," Applied Economics, Taylor & Francis Journals, vol. 32(5), pages 611-624.
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    Cited by:

    1. Joon-ho Kim & Seung-hye Jung & Jung-sik Roh & Hyun-ju Choi, 2021. "Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis," Sustainability, MDPI, vol. 13(11), pages 1-22, May.
    2. Joon-ho Kim & Kwang-jin Kim & Bum-tae Park & Hyun-ju Choi, 2022. "The Phenomenon and Development of K-Pop: The Relationship between Success Factors of K-Pop and the National Image, Social Network Service Citizenship Behavior, and Tourist Behavioral Intention," Sustainability, MDPI, vol. 14(6), pages 1-30, March.

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