From Seoul to Your Suitcase: How K-Pop is Influencing Global Travel Trends :: Hospitality Trends

• K-pop, a global music phenomenon, is driving a vibrant music tourism industry in South Korea.
• Research by Dr. Seongseop (Sam) Kim and Dr. Antony King Fung Wong of Polytechnic University’s School of Hotel and Tourism Management examines how K-pop influences potential tourist attitudes and behaviors.

An empirical study authored by Dr. Seongseop (Sam) Kim and Dr. Antony King Fung Wong of the School of Hotel and Tourism Management at The Hong Kong Polytechnic University explores the impact of K-pop on global tourism trends.

Music tourism, a fascinating blend of cultural exploration and fan pilgrimage, has existed since the European “Grand Tours” of the 17th century. It has evolved into a significant cultural symbol and major tourist attraction. And now, shifting away from its Western-centric roots, it’s all about K-pop—the pulsating heart of South Korea’s music tourism industry.

Boasting over 156 million fans worldwide, K-pop is synonymous with South Korea’s cultural export. BTS, the record-breaking boy band, alone contributes to at least 0.3% of the country’s GDP. The Korean government is even leveraging K-pop’s popularity to promote tourism, especially after the COVID-19 pandemic.

However, despite the growing popularity of music tourism, several research gaps exist. Little has been done to analyze the effects of music on potential tourists’ attitudes and behavioral intentions. The consumption value of music, the perceived benefits that customers can obtain from a product or service, has largely been overlooked in the context of music tourism.

The researchers addressed these gaps by examining the structural relationships between the perceived consumption values of K-pop music, audience involvement, familiarity, and behavioral intention. They hypothesized that consuming K-pop music increases audience involvement and influences travel intentions toward Korea.

To test their hypothesis, an online survey was administered to foreign K-pop audiences, primarily residing in the United States. The survey measured various aspects of K-pop consumption value, audience involvement, and the intention to travel, shop, and consume food in Korea.

Interestingly, the researchers found that K-pop music’s perceived character and visual performance value were insignificant in explaining emotional involvement or referential reflection. This could be due to Western tourists’ unfamiliarity with the soft masculinity often portrayed by K-pop boy bands. Two dimensions of K-pop consumption value, imitation and attachment value, positively influenced audiences’ involvement.

The researchers found that K-pop music consumption indirectly affected tourists’ actual behavioral intentions through audience involvement. K-pop music enhanced familiarity with Korea and drove the intention to consume its products or travel within the country. This implies that K-pop’s influence may extend beyond travel and shopping intentions to shape the overall perception of Korea and the willingness to consume Korean food.

This study’s findings have significant implications for stakeholders in the tourism industry. Destination marketing organizations in Korea can effectively capitalize on K-pop music in tourism development and marketing, integrating K-pop culture and Korean traditions into their products and strategies.

In conclusion, the researchers assert that music is critical in creating meaningful relationships and social bonds among fans regardless of socio-cultural, religious, and political differences. This study offers invaluable insights for destination marketers and tourism businesses leveraging the global K-pop phenomenon to attract and retain visitors.

Source: Kim, Seongseop (Sam), Kim, Sangkyun, and Wong, Antony King Fung. (2023). Music-induced Tourism: Korean Pop (K-pop) Music Consumption Values and Their Consequences. Journal of Destination Marketing & Management, Vol. 30, 100824.