THE ROLE OF THE K-POP AND K-DRAMAS IN SOUTH KOREAS TOURISM INDUSTRY

Annotatsiya

This article examines the role of K-pop and K-dramas in the development of South Korea’s tourism industry. The global expansion of the Korean Wave, or Hallyu, has transformed Korean popular culture into an important component of the country’s international image and tourism attractiveness. K-pop music, Korean television dramas, artists, actors, filming locations, concerts, fan communities and cultural events increasingly influence how international audiences perceive South Korea and motivate them to consider the country as a tourism destination. The study analyzes the main mechanisms through which K-pop and K-dramas influence tourism, including destination image formation, emotional attachment, cultural curiosity, travel motivation, media-induced tourism and destination branding. Particular attention is given to the role of K-drama filming locations and K-pop-related attractions in creating new tourism experiences and encouraging visitors to explore places that they have previously encountered through audiovisual media. Recent academic research demonstrates that Hallyu can influence destination image and travel intentions, although its effect differs according to tourists’ cultural interests, levels of engagement and previous familiarity with Korean popular culture. The article also emphasizes that K-pop and K-dramas should not be considered isolated determinants of tourism demand because tourists may simultaneously be motivated by gastronomy, shopping, urban entertainment, traditional culture and immersive experiences. The study concludes that the strategic integration of Korean popular culture with destination marketing, cultural tourism and sustainable tourism management can strengthen South Korea’s international tourism competitiveness.