An Analysis of the Influences of K-Pop Tourism to a Destination Image:

A Study of Seoul, South Korea

Fiona Chum

Higher Diploma in International Hospitality and Tourism Management

HTMi Switzerland

Introduction

Korean pop (K-Pop) tourism is now leading more and more foreigners to visit

Korea. According to the Korea Tourism Organisation (2012), there are total of

11,140,028 visitors travelling to South Korea in 2012. Comparing to 2011, the

number of visitors growth 13.7% (Ibid). K-Pop culture influences a lot of fans

travelling to the place of entertainment factory – Seoul, South Korea. CNN Travel

(2012) adds that according to a Korea Tourism Organisation survey of 3,775 K-

Pop fans in France, 9 out of 10 said they wished to visit Korea, while more than

75 percent answered that they were actually planning to go (Cha, 2012). The

logo always represents the place. Korea uses the slogan of ‘Inspired’ to attract

tourists to inspire the culture, technology, medical industry and even pop culture

in South Korea. In 2012, a Korean singer Psy made the world focus on Korea by

the song ‘Gangnam Style’. Kirk (2013) also stated that Psy using the song of

‘Gangnam Style’ to increase the destination branding of Seoul in Asia, U.S. and

even in Europe. Destination branding is “a process that can be likened

generically to destination image management, requiring development of a

destination image that is well positioned in relationship to needs and wants of

the target market” (Sharma, 2004, p.169). Destination brand is not only just a

name for the country, but also a strong image for tourists to have a better

understanding for the place. In addition, the brand symbol or logo also increases

the tourists’ awareness of the place (Wang and Pizam, 2011). Wang and Pizam

(2011) pointed out that the branding of a destination could be the promotion

tool for the place. Most of the countries have their own specific destination logo

for the city.

Dasgupta (2011) also assert that “a successful destination brand is a promise

delivered and it is the uniting bond between the experience on offer in the

destination and all the people, who live, work or visit there.” Therefore, the

destination image is really important for the place. Additionally, Peralba (2007

cited in Garcia et al., 2012) believe that the destination brands in the tourists’

mind need to be changed by using destination management. For these reasons,

place marketing is used to define a destination brand (Garcia et al., 2012). There

are a lot of studies on destination branding since 1940s (Guest, 1942 cited in

Pike, 2008). Based on the knowledge of different researches, destination

branding is influence by the destination image (Cai et al., 2009; Dinnie, 2011;

Pizam and Wang, 2011; Dasgupta, 2011). Destination branding is not an easy

task because most of the people have misunderstanding on branding (Ashworth,

2012). In order to attract international visitors, governments do a lot to promote

the tourist destination to have a better destination branding among international

visitors. Veasna et al. (2012) pointed, “Destination image has a positive influence

on destination attachment.” The current researches focus more on the brand

image and tourist’ behaviour (Qu et al., 2011). This study would like to fill the

gap of the existing concepts of destination branding and the relationship

between the destination images. The author wishes to find out how the K-Pop

tourism helps to develop the city brand of Seoul, South Korea. In addition, the

author wishes to show how the destination image and brand influence travel

intention. In this paper, pros and cons of using the K-Pop tourism as a branding

tool will be given to readers.

Destination Branding

It is very common for a destination to use brands for marketing. According to

Howie (2003), destination can be defined as a place, which attracts people to

visit. In addition, branding is something used to sway consumers’ decision-

making process on a destination (Sharma, 2004). As Ritchie and Ritchie (1998

cited Ritchie and Crouch, 2003, p.165) illustrate that a destination brand is “a

name, symbol, logo, work mark or other graphic that both identifies and

differentiates the destination”. Morgan et al. (2011) agree that a brand can add

value and meaning to a destination. Baker (2007) also point out that destination

branding is a way to organising the information and images of the place to draw

tourists’ attention on the destination to create unique experiences to tourists.

Dasgupta (2011) agrees destination brand can give the basic ideas of the image

and information about the place and shows what expected experiences you can

gain by travelling to that place. Qu et al. (2011) also support that destination

brand need to include both identification and differentiation. That’s mean

successful destination branding includes both specific locations and intangible

elements such as history, culture and festival. Destination brand is related to

destination image. Morgan et al. (2011) demonstrate that a place with positive

image and reputation are more competitive in the tourism environment. Hence,

having a good and strong image is very important for a destination. Pike (2005)

points out that destination products are much easier than branding destinations.

The most important part in destination branding is creating a positive image to a

destination because tourists are always prefer to travel somewhere they like and

have good impressions (Lee et al., 2012).

According to Broadbent and Cooper (1987 cited Meenaghan, 1995, p.25),

“images and symbols must relate to, and indeed, exploit, the needs, values and

life-styles of consumers” for a successful brand. Therefore, the images and

symbols of a destination should fit to consumers’ needs, wants and expectations

of a place. Having a good image of a destination can increase the identity of the

place.

Destination Branding Strategies

Providing unique experiences to attract tourists, such as culture and historical

sites, can create a successful destination brand. It is a long-term development for

a place to develop a specific brand. According to Sharma (2004), branding build a

relationship between tourists and destination. As Buhalis (2000 cited Lewis-

Cameron and Roberts, 2010) illustrates that there are four principles to develop

a successful destination brand. The first one is to cooperate with local

shareholders to build the brand (Ibid, 2000). In addition, the brand must include

the historical and cultural values (Ibid, 2000). Furthermore, the brand should

target specific market and support the visions of the destination. Marcello

Risitano’s Destination Branding Model (2005 cited Dasgupta, 2011) is another

way to see how to develop destination branding.

Figure 1. The Destination Branding Model (Risitano, 2005 cited Dasgupta, 2011,

p.199)

Risitano’s Desination Branding Model shows the importance of destination

branding process is to involve the brand communication and positioning strategy

from the destination to the tourists. Tourism bureau needs to create an identity

to the place through its culture, slogan, name and symbols. By creating the brand

identity, tourists can have a basic knowledge on the destination brand (Dasgupta,

2011). The brand knowledge will lead to the image and awareness on

consumers’ mind. What’s more, positioning is also an essential element of

branding. Kotler et al. (1996 cited Morgan et al., 2004) have developed three

steps for positioning, including putting the destination in competitive position,

selecting right segments to target and delivering and promoting the destination

to the target market.

All these principles and steps are showing that the tourism bureau of the

destination should build a unique image and set the specific target market for the

destination in order to gain more awareness and attract specific segments to the

destination. Therefore, tourists will be more motivated to visit the place.

Benefits and challenges

There are several benefits for destinations to use destination branding as a

promotion tool. Dasgupta (2011) annotate that destination branding can help

reduce the negative factors on decision-making process for a tourist when he or

she deciding for a holiday. In addition, Baker (2007) states that destination

branding not only benefits to tourists, but also benefits to the companies and

local community of that place. For tourists, destination brand can save

consumers’ time on searching for a destination on holidays (Ibid, 2007).

Additionally, the destination branding can fit consumers’ needs and wants, and

add value and experiences to the journey. What’s more, a successful destination

brand can give long-term effects on the tourists and create unique memories to

consumers (Sharma, 2004). Apart from benefits which destination brand

provided to the place, there are also some challenges occurs. It is difficult to build

a successful destination brand because of great complexity (Pike, 2005 cited

Kozak and Baloglu, 2011). Ibid. (2011) states that it is difficult for tourism

bureau to cover all the benefits of the destination into the slogan and logos of the

place. Additionally, it is difficult to control the experiences of every tourist

(Morgan et al., 2004).

Morgan at al. (2004) also mentions the difficulties on building a world’s image by

a brand. Moreover, lack of control for the whole marketing mix, limitation of

money and governmental concerns are the elements Tourism Bureau would face

when developing a destination brand (Prichard and Morgan, 1998 cited Sharma,

2004). The destination brand may even become relevant for tourists when they

are making consideration (Pike, 2004).

Successful Destination Branding

There are some examples of successful destination branding. For New Zealand,

Tourism New Zealand creates “100% Pure New Zealand” slogan to represent the

country. This slogan is very powerful and position New Zealand as a natural,

pure and eco-friendly travel destination (Pike, 2004). Furthermore, “New Asia –

Singapore” is also a successful example of position Singapore as a capital

multicultural country in Asia, which mixes with traditional and current culture

(Morgan et al., 2004). Durham, North Carolina in USA also uses “Where great

things happen” to increase the community relationship and become a successful

community brand (Baker, 2009). Another successful campaign for the country is

“Amazing Thailand” (Roll, 2006). Ibid. (2006) demonstrates that this slogan is

success because of the slogan include every amazement to create an identity of

Thailand is amazing. Apart from slogans, some countries are using logos to brand

the destination. For example, Holland uses tulips in its brand logo because the

country is well known for the tulips (Wang and Pizam, 2011). When tourists

think of tulips, they will immediately think of Holland. Additionally, Australia

uses Kangaroo in its logo and it becomes the strong brand logo to represent the

country (Ibid, 2011).

Popular Culture and Destination Branding

Popular culture tourism is now become the main component of destination

marketing (Richards and Munsters, 2010; Carah, 2010; Cochrane, 2008). There

are not many researches on using popular culture to develop the destination

brand. Koh (2005a cited Morgen et al., 2011) points out that Singapore

Government put popular culture into consideration while developing the

destination brand. It is because “Pop singers and MTV programs attract millions

of young viewers around the world, and there is big business in this” (Ibid, 2005a

cited Morgen et al., 2011). Popular culture draws global attention on the

destination. Besides, the movie The Lord of the Rings become the destination

brand of New Zealand after it broadcast in the cinema as well as television

(O’Connor et al., 2008). Ibid (2008) describe that film can draw direct attention

to a place and popular culture can create positive image to the destination.

Simeon (2006) also mentions Japanese popular culture can increase the interest

of individuals and groups in worldwide to go to Japan and feel the Asian culture.

Popular culture can decrease the time of destination brand developing process

(Ibid, 2006). Ibid (2006) proves Japanese popular culture products and themes

becomes a strong destination brand for Japan.

Influences of K-Pop Tourism to Seoul, South Korea

South Korea is popular with its history, culture and cuisine. However, Korean

popular culture is now equivalent to South Korea, especially in Seoul. The Korean

wave is growing rapidly in Asia and getting attention since the late 1990s (Huat

and Iwabuchi, 2008).

The first wave is spreading Korean popular culture by Korean TV dramas and

films (Korea.net, 2013). After that, now is the wave by Korean pop (K-Pop) music

(Ibid, 2013). The successful of the Korean singer Psy for his song’s ‘Gangnam

Style’ make a significant image for South Korea (KpopStarz, 2013). Ibid (2013)

also states that K-Pop stars become the brand ambassadors and brand images to

represent South Korea. More and more people are influenced by the K-Pop

culture and start to find out more about South Korea (Lee, 2013). Not only for

fans of K-Pop culture focus on K-Pop, but also gaining more awareness on foreign

medias. What’s more, companies in Korea are using idol groups to market their

products (Wu, 2013). Wu (2013) also mentions that fans become the main target

market of Korea tourism. The first impression of South Korea becomes K-Pop

culture. Therefore, not only in Asia, now K-Pop culture influences all over the

world.

Conclusion

In conclusion, K-Pop tourism is now playing an important role in Korea image. In

this study, the aim of the author is to analyse the influences of K-Pop tourism to

Seoul, South Korea. Brand image and brand identity are the key elements for

destination branding. Most of the branding strategies of destinations show the

importance of having a focus target market and creating a well-known identity

and image for the destination. These can lead to a successful destination brand.

Furthermore, the success of K-Pop culture makes the K-Pop tourism be a

potential destination brand.

Due to the limitation occurs from using the secondary research, the primary

research should be held for further information on destination branding

strategies.

Recommendations

There are not much research on pop culture and destination branding. This

study can be the ideas of the relationship of pop culture and destination

branding for further research. This study is just focus on government and

entertainment companies aspects of branding strategies and potential of using K-

Pop tourism as a destination brand. Therefore, the author suggests that the

motivation of tourists should also take into account to have a full picture of the

influence of K-Pop tourism in Seoul, South Korea. For future researchers, they

also need to know the opinions on tourists for South Korea using K-Pop tourism

as destination brand. These findings of the tourists will be useful for future

destination brand development. Destination branding is a fast changing topic for

a country and even a place. As a result, it is important for the government to

brand the place using the right elements in the right time.

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