The Hallyu Wave and tourism in South Korea

Abstract

[eng] The Hallyu or Korean Wave is South Korea’s powerful tool to attract revenue and tourists. This study aims for the understanding of the relationship between popular culture and tourism: how it has increased the number of visitors and how it has affected the destination image. Due to the vast range of popular culture, the study focuses on entertainment, especially, on music, film,and television. The results must showcase wherever or not the Hallyu Wave is a positive form of promotion.Firstly, the Hallyu Wave will be contextualised and the impacts it has had on South Korea’s economy and tourism will be presented. Furthermore, to study the relationship previously stated, a SWOT analysis will be conducted.The results portray South Korea’s strong foundation for tourism development and Hallyu’s power to attract demand. However, it must solve on-going issues through further governmental support and involvement. Moreover, further globalisation and the appearance of new travel trends are bound to increase Hallyu tourism