Exploring the Impact of Cultural Heritage on Destination Branding and Tourist Experiences: Perspective from South Korea
DOI:
https://doi.org/10.53819/81018102t4138Abstract
This study explored the impact of cultural heritage on destination branding and tourist experiences, using South Korea as a case study. South Korea, a country rich in cultural heritage, offers a unique opportunity to examine the integration of traditional culture into destination branding strategies and the resultant effects on tourist experiences. This research employed both qualitative and quantitative methodologies, including surveys of tourists, interviews with tourism professionals, and content analysis of promotional materials. The findings suggest that South Korea's cultural heritage significantly contributes to its destination branding. The study indicated that South Korea’s unique cultural heritage elements, such as historic sites, traditional festivals, arts, cuisine, and lifestyle, are prominently featured in its branding strategies. These components help to differentiate South Korea from other destinations, fostering a unique image that appeals to both domestic and international tourists. Moreover, the study demonstrates that cultural heritage considerably enhances tourist experiences. The authenticity and diversity of South Korea’s cultural heritage evoke feelings of novelty and curiosity among tourists, enriching their experiences. The cultural heritage sites and activities enable tourists to immerse themselves in the local culture, promoting cultural understanding and appreciation. However, the study also points out potential challenges, including over-tourism and the commodification of culture, which could threaten the integrity and authenticity of cultural heritage. In conclusion, this research reaffirms the profound impact of cultural heritage on destination branding and tourist experiences. It provides valuable insights for destination marketers and policymakers in South Korea and other destinations with rich cultural heritage, on how to effectively utilize cultural heritage for destination branding, improve tourist experiences, and promote sustainable tourism.
Keywords: Cultural Heritage, Destination Branding, Tourist Experiences, South Korea, Heritage Tourism, Cultural Authenticity, Sustainable Tourism Development
References
Fyall, A., & Rakic, T. (2019). The role of heritage tourism in the UK economy. Journal of Heritage Tourism, 14(5-6), 467-476.
Garrod, B., Youell, R., & Wright, P. (2020). Creating a Destination Image: The Impact of Cultural Heritage. Journal of Travel & Tourism Marketing, 37(5), 559-572.
Ghaderi, Z., Henderson, J.C., & Ong, T.F. (2019). Tourism development and cultural policies in Iran. Tourism Management Perspectives, 31, 291-301.
Hudson, S., & Balmer, J. M. T. (2020). How Destination Personality and Self-Congruity Influence Tourist Behavior: A United States–Canada Comparison Study. Journal of Travel Research, 59(5), 840-856.
Jafari, J., & Pourtaheri, M. (2019). Cultural heritage and destination image. Annals of Tourism Research, 79, 102755.
Joo, D., Xu, W., & Lee, J. (2019). The effects of core resources and core competencies of event organizers on customer satisfaction and behavioral intentions: A case study of the Chuncheon mime festival. Sustainability, 11(1), 164.
Kavaratzis, M., & Hatch, M. J. (2020). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 20(1), 19-37.
Kim, H. B., & Richardson, S. (2020). Examining the Impact of Cultural Festivals: The Case of the Busan International Film Festival in South Korea. Journal of Travel & Tourism Marketing, 37(5), 591-605.
Kim, H. B., & Ritchie, B. W. (2019). Understanding the Role of Cultural Distance in International Tourist Behavior: The Case of South Korea. Journal of Travel & Tourism Marketing, 36(3), 307-322.
Kim, H., & Jamal, T. (2017). Touristic quest for existential authenticity in Lefebvrian space: the case of Jeonju Hanok Village, South Korea. Current Issues in Tourism, 20(12), 1292-1309.
Ko, D-W., & Stewart, W.P. (2020). A structural model of the push-pull factors influencing tourists' revisit intentions. Journal of Travel & Tourism Marketing, 37(3), 336-352.
Koens, K., Postma, A., & Papp, B. (2020). Is over tourism overused? Understanding the impact of tourism in a city context. Sustainability, 12(1), 43.
Lee, C-K., Song, H-J., Lee, Y-K., Lee, S., & Bernhard, B.J. (2018). The impact of CSR on casino employees’ organizational trust, job satisfaction, and customer orientation: An empirical examination of responsible gambling strategies. International Journal of Hospitality Management, 68, 83-91.
Lee, C-K., Yoon, Y-S., & Lee, S-K. (2019). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 70, 327-337.
Li, M., Huang, Z., & Cai, L.A. (2019). China's island tourism development: A sustainability perspective. Tourism Management, 71, 281-293.
Li, X., & Wang, D. (2019). China's digital transformation: The Internet's impact on productivity and growth. McKinsey Global Institute.
Marrs, M. (2020). SEO Made Simple: A Step-by-Step Guide for 2020. Search Engine Journal.
Nguyen, H.N., & Cheung, C. (2020). Cultural heritage tourism in Vietnam: Opportunities and challenges. Current Issues in Tourism, 23(13), 1593-1609.
Okutan, M., Yılmaz, Y., & Bilge, P. (2019). The analysis of the hotel websites in South Korea from the perspective of SEO. Journal of Tourismology, 5(1), 23-33.
Pant, G. (2019). Optimizing an Integrated SEO Approach for Google's New Algorithm. Journal of Marketing Research & Case Studies, 2019, 1-9.
Park, H. Y., Kim, Y-G., & Morrison, A.M. (2020). The role of negativity bias in satisfaction evaluations of digital and traditional tourism channels. Journal of Travel & Tourism Marketing, 37(4), 440-457.
Patel, D., & Kesari, B. (2019). Role of SEO in Digital Marketing. International Journal of Scientific & Technology Research, 8(12), 2256-2261.
Ram, Y., & Hall, C.M. (2019). Heritage, tourism and hyper-authenticity: the case of Angkor Wat. Current Issues in Tourism, 22(12), 1406-1425.
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321.
Siller, H., & Zehrer, A. (2019). Sustaining cultural heritage: Opportunities and challenges. Journal of Heritage Tourism, 14(1), 1-7.
Stylidis, D., Shani, A., & Belhassen, Y. (2019). Testing an integrated destination image model across residents and tourists. Tourism Management, 75, 133-144.
Ustaomer, T., & McCabe, S. (2020). The role of digital competence in the tourism industry: The case of South Korea. Journal of Destination Marketing & Management, 17, 100452.
Wang, N. (2019). Tourism and authenticity: The perspective of philosophy. Tourism Management, 70, 79-89.
Xie, L., & Kerstetter, D. (2019). Heritage tourism and authenticity: local perspective. Journal of Travel & Tourism Marketing, 36(5), 600-612.
Zhang, H., & Lei, S.I. (2020). The influence of cultural heritage site exploration on touristic experience. Journal of Heritage Tourism, 15(3), 247-263.
