[1-3세션] 문화콘텐츠 기반 한-베 관광 협력이 선순환 모델 - 팬덤 투어리즘과 장소 브랜딩의 상호작용

• 영문명: Cultural Content-Based Korea-Vietnam Tourism Cooperation : A Virtuous Cycle Model of Fandom Tourism and Place Branding
• 발행기관: 글로벌문화콘텐츠학회
• 저자명: 박성희(Seong-Hui Park)
• 간행물 정보: 『글로벌문화콘텐츠학회 학술대회자료집』2025년 한-베 해외공동학술대회 자료집, 35~47쪽, 전체 13쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2025.08.27

국문 초록

Purpose: This study analyzes the impact of cultural content exchange between Korea and Vietnam on the tourism industry, focusing on the interaction between fandom tourism and place branding to propose sustainable cooperation strategies. Methods: This study employs secondary data analysis of academic literature, government reports from the Korea Tourism Organization and Ministry of Culture, Sports and Tourism, and corporate collaboration case studies including CJ ENM's joint ventures. Results: Five key findings emerge: First, Hallyu content serves as a primary tourism motivator, accounting for 38.3% of foreign tourists' interest in visiting Korea. Second, Vietnamese visitors reached 420,688 in 2023, a 127.3% increase ranking 5th by nationality. Third, a clear virtuous cycle exists: “content dissemination → fandom formation → tourism induction → product purchase.” Fourth, co-production models create mutually beneficial outcomes transcending traditional import-export dynamics. Fifth, Vietnamese film 'Mai's success (6.425 million viewers) and V-pop growth demonstrate the rising competitiveness of V-content, expanding reciprocal cultural exchange foundations. Policy Implications: For sustainable cooperation, this study suggests: establishing integrated digital marketing strategies; developing regional tourism products for Vietnamese preferences; supporting Vietnamese content entry into Korea for balanced exchange; building multi-layered cooperation networks involving government, private sector, and civil society. Significance: This study theorizes the virtuous cycle mechanism of cultural tourism from an integrated fandom and place branding perspective. It also provides specific, feasible measures for mutually beneficial Korea-Vietnam tourism development.

목차

1. 서론

2. 이론적 배경 및 선행연구 검토

3. 한-베 문화콘텐츠 현황과 상호 교류 분석

4. 한-베 콘텐츠 기반 관광의 선순환 구조와 파급효과

5. 장소 브랜딩 전략과 관광 발전 방안

6. 결론 및 정책 제언

참고문헌

키워드

Cultural content Korean Wave fandom tourism place branding Korea-Vietnam cooperation virtuous cycle model