Thriving Tourism in South Korea - Case Study Example

Thriving tourism in South Korea Introduction Tourismis a viable means for a country to thrive economically. South Korea’s economy has grown faster than any other country in world history, since the Korean War in 1965. Today it is the third largest Asian economy, behind China and Japan. Tourism has rapidly become the main source of this economic growth. Despite recent health concerns regarding the possible spread of influenza, tourism in Korea has continued to increase in the past decade and in the past several months. “Last year, 1.46 million Japanese visited South Korea, making it second only to the United States as a favorite overseas destination” (Berger, 1992). The numbers of tourists from Japan and China continue to rise, “with Japanese and Chinese travelers making up about 56 per cent of the total” (Asia Pulse News, 2009). Seoul continues to be a favorite city for tourists, though the island of Bali has always been considered a vacation spot for honeymoons and relaxation. The remainder of tourists mostly come from Australia, the US, Europe, Thailand and other Asian countries. Development of Tourism in South Korea In order to develop tourism as a viable source of economic independence, The Korean government was faced with the task of developing methods or processes for attracting tourists. Though Korea has a rich history, which is evident through its historical monuments and buildings, many needed to be refurbished. Other areas of interest to tourisms required modernization of building and landscapes. People around the world are fascinated with the variety of foods, such as Kimchi, that Korea has to offer. Some foods are sought out as sources of improved health, while others simply provide greater variety and something different. Marketing of Korean foods is also a major component in promoting tourism in South Korea. A fairly new development in South Korean tourism is the increase in medical tourists. Those seeking medical treatment come from the US and Japan mostly. Low costs of health care, advanced medical technology and a highly developed health care infrastructure make medical tourism attractive in South Korea. “The region is now regarded as a major generator and receiver of tourism. A wealthy new middle class of Asians are taking to the skies and joining their European and American counterparts on their pleasure, business, and adventure trips around the globe” (Singh, 2009). The rapid growth of tourism in South Korea can be attributed to many factors. The South Korean government recognized early that tourism had the potential to generate revenue and boost its economy. In the 1980’s many travel restrictions were lifted. Increases in disposable income and leisure time of its Japanese and Chinese neighbors and other travelers has also helped. Promotion and marketing of South Korean tourism that is specific to the needs and desires of various cultures from around the world has also been instrumental in increasing tourism. After World War II, Japan lost control of its colonial territories, including Korea. It was then divided between the US and Soviets, into South and North Korea. Though South Korea was quick to develop a capitalist economy, its political system remained relatively unsophisticated until more recent decades. Due to prior occupation by Japan, Korean laws forbidding the promotion of Japanese culture remained until very recently. South Koreans now enjoy many of the popular Japanese TV programs and have attempted to copy Japan’s night life in its major cities. It is said to be the mix of old and new that attracts so many visitors to South Korea. Rich cultural history combined with modern conveniences, friendly atmosphere and a wide variety of foods provide tourists with a great value for their money. Improved relations between Korea and its Asian neighbors of Japan and China have also led to increased tourism. Korea’s Cultural History in Tourism As the country’s capital city, Seoul’s many attractions and excellent transport links make it South Korea’s number one destination for foreign visitors. Royal palaces, art museums, shrines and monuments are among the favorites for foreign visitors. Like other Asian countries, South Korea embraces its history throughout the various dynasties. Chongmyo Shrine contains the ancestral tablets of the Kings of the Yi Dynasty. The Lock Museum includes exhibits from the Choson Dynasty. Among the displays are wood and metal items carved in various animal shapes. The museum is also known for its display of locks and latches, which are ornately designed. The Cultural relevance of such items is in its folklore or previous beliefs that various animal forms or shapes invoked their spirits in protection of property and in bringing good fortune. Key charms were traditionally passed down from mother to daughter, as a symbol of good household management. Historical representations of Korea are not complete, however, without the War Memorial reflecting past conflicts. Considered the symbol of Seoul, The Great South Gate protected the city through the 15th century. Pagoda Park celebrates the Korean Declaration of Independence in 1919 and described as a great site for people watchers. Other popular destinations in South Korea include Kyongju and Andong. Kyongju is Known for its significant Buddhist culture history. Many remains of temples, monuments and palaces are located in Kyongju. A seventh century observatory known as Chomsongdae is among the oldest in Asia. UNESCO has designated Kyongju as “one of the world’s ten most historically significant sites” (World Travel Guide, 2009). Nearby museums house many treasures recovered from ancient tombs, such as jewels and crowns. Andong is another location for cultural history, though it also provides tourists with many beautiful gardens and enjoyable food. Landscape and Architecture in Tourism Andong and many other areas of South Korea offer beautiful gardens that are magnificently landscaped and provide a sense of well being. Bonsai and other gardens are common throughout South Korea. Travel Weekly Australia discusses the many options available to tourists. An increasingly popular request among travelers is the temple stay. “This program has become very popular, with travelers enjoying an overnight stay in one of Koreas famous Buddhist temples” (Baynes, 2007). Travelers who stay in temples have the opportunity to join prayers, eat temple food and interact with monks during their stays. In 2006 nearly 70 thousand tourists from Australia alone visited South Korea. Among Australian tourists, temple vacations have become quite popular. Temples often are surrounded by luxurious gardens, so they can be viewed as a good tourist option for those who desire serenity and a peaceful place to rest and want to stay in areas with beautiful natural settings. In Andong, as well as in other parts of South Korea, festivals bring in many tourists from Asia and other parts of the world. Beautifully decorated or carved masks are usually part of the celebration and make festivals an artistic and more creative way of showing tourists the rich cultural history of Korea. A variety of foods and other activities also serve to attract tourists to various parts of South Korea during such times. Other locations that provide more natural settings are Panmunjom (also known as truce village) to the north and Suwon Korean Folk Village to the south. Panmunjom offers great views for hiking. Suwon is a working rural village that recreates past Korean life. Buson, located in Southeast Korea, offers adventures in hiking and mountaineering. It is home to Chirisan National Park, known for ancient pagodas and the annual lantern festival. “Additional attractions are sightseeing boat tours and the nearby medicinal hot springs” (World Travel Guide, 2009). Hot springs attract tourists from around the world, as well as from neighboring Asian countries. Arts and Culture Seoul is a great place to see many of Korea’s performing arts. Dance, painting and other visual arts, as well as music and theatre are available within the city limits. Traditional shopping areas offer anything from antiques to calligraphy and brushes. The daily East Gate Market is said to be a great place for bargain hunters who enjoy shopping and bargaining. Many shopping complexes throughout Seoul and South Korea cater to visitors from various cultures who enjoy shopping in open and closed markets. Attraction of Korean Food Though Korean foods like Kimchi were sought out in the past for the reported health benefits, they are enjoyed by visitors who like the various spices and tastes. Street foods such as fritters and chicken skewers are widely available from the many pushcarts on the streets of South Korean cities. Traditional foods are available and cater to the desires of Asian travelers. Many other tourists enjoy the traditional foods as well, but they are often altered or redesigned for the tastes of Western travelers from the US and from Europe. While the result is more interest in Korean food, it has its drawbacks. Many Korean families and children also consume foods designed to suit travelers. This has led to an increase in Obesity and other health problems that stem from a diet higher in fat, with more caloric content. “Kkultarae is a honey skein filled “with a mixture of ten ingredients such as almonds, walnuts, pine nuts, peanuts, black beans, and black sesame seeds, and then rolled” (Kelley, 2009). This type of candy was once considered a snack for Royalty, though now it is enjoyed by all. Tourists can actually watch such snacks being made. Royal jelly and other products commonly used overseas undoubtedly are named for the historic practice of reserving specific ingredients or foods for the most honored in Korean society. Though fish is still a staple of Korean diets, Western visitors often prefer preparations that add quite a few calories, such as in fish cakes or combined into rice cakes call Garaetteok. Twigim is the Korean term for fritters. Vegetables, shrimp, squid, sweet potatoes and dumplings are deep fried, after being coated in batter. They are served with a variety of sauces, depending on individual preference. Dak kkochi is a popular snack to accompany drinks. It is chicken grilled on a skewer with chili pepper glaze. It is evident that foods such as those mentioned are popular among visitors to South Korea. They are made to satisfy the desires of tourists, though Korean culture is increasingly adopting foods from others that are less healthful as well. Koreans are no longer restricted from enjoying Japanese culture, so they are slowly adopting cultural characteristics of Japan, which includes foods. Japanese food in its original state is very healthy, though with the event of tourism to Japan, much of its foods are also now higher in fat and starch as well. Convention Tourism South Korea is increasingly becoming a center for global conventions in many industries. The Olympic Games of 1988 was a great boost to the economy in this manner. Seoul provides many convention centers and luxury hotels for business and convention travelers. “A sharply depreciated Korean won has turned South Korea into a bargain destination for overseas travelers," says Samuel Koo, president and chief executive officer of the Seoul Tourism Organisation. (in United Nations, 2009). Hotels in Seoul are booked solid and some tourists are diverted to other South Korean destinations. Convention tourism is less costly in South Korea, so costs to organizations meeting in South Korea represents savings. South Korea also is home to many technological and electronic component manufacturers. Many of these companies are partnering with Japanese and other Asian corporations that manufacture larger products. “Hyundai Motor Company, Koreas leading automaker, has long-term strategic ties with Japans Mitsubishi Motor Company. Their association has developed to the point where the two now use interchangeable parts in new models” (Berger, 1992). With new partnerships such as this forming, increased business travel to South Korea is inevitable. The South Korean government’s previous infrastructure planning has served the country well in providing more than adequate accommodations for such travelers. Along with building new structures to conduct business and to house visitors, South Korea has built new roads and major airports to make travel easier. This is a benefit to business and vacation travelers alike. Efforts from the Korean government to continue promotion of convention tourism include tax cuts to hotels. The Korean and Seoul Convention Bureaus currently use stimulus funds to host international conventions and events. “The Seoul Tourism Organization offers up to 60 million won (just under 50,000 dollars) in financial assistance for each international convention or an exhibition attracted to Seoul” (United Nations, 2009). It is evident that convention tourism is a major economic sector of South Korean tourism. In 2008, Seoul ranked second to Singapore in the number of conventions hosted. While low costs, marketing efforts and tax credits make hosting conventions in South Korea financially viable, increased international trade also accounts for increases in convention or business tourism. Electronic components are major exports of Korea. “Korean exports mainly consist of electronic products, machinery and transport equipment, Semiconductors, wireless telecommunications equipment, computers, steel, ships and petrochemicals” (Economy Watch, 2009). South Korea’s success in international trade is due to strict monitoring of credit and strict regulation of imports, along with sponsorship of specific industries. The strict regulation of imports is often called protectionism. Global leaders argue the ethics of such a practice, as it may limit the trade potential of other nations. However, this practice has served South Korea well. It is now equal to that of some of the smaller European Union nations. Its GDP is now 18 times that of North Korea. Such growth can be attributed to General Park Chung Hee, who overthrew the Prime Minister and his regime in 1961. Hee had vision for South Korea to move away from an agricultural economy to that of an industrial economy. This vision has created greater financial wealth for many of the citizens of South Korea. Industrialized nations do experience influxes of travelers, as business is conducted with leaders and managers from around the world. Jobs are created not only in manufacturing, but in the service sector that provides for business travelers. Hotels, business centers, restaurants, bus companies, and airlines are all involved in business travel. Business travelers rely on these services to run smoothly. While the industrialization of South Korea alone is not responsible for the major increases in tourism and subsequent economic growth, it is a major contributor. Without the knowledge of potential offerings for vacation travel, this segment of tourism would not exist. Marketing efforts often do promote special rates and prices for vacation travelers. A specific need must exist for promotional efforts to be effective. As more business and international trade is conducted, greater awareness of what South Korea has to offer is likely to occur. Vacation travelers are often previous business travelers. The development of supporting Infrastructure was intended for trade and industry. The refurbishing of historical sites and cultural centers was an additional effort to catch attention of all who visited South Korea. South Korea has become successful in catering to travelers from Westernized nations and Europeans, by offering culture and recreation. Amusement parks and golf courses continue to increase to attract these segments. With new business relations developing among Asian nations, South Korea must also cater to its Asian neighbors. “Asians are more likely to travel in groups and families, more travel products and services, such as tour packages that incorporate activities, must be designed to cater to their needs. This may include travel to exotic places, soft-adventure travel, cruises, and sports related tours, among others” (Singh, 2009). It is apparent by the increase in Asian tourist numbers, that Korea is doing well in serving a wide variety of global travelers. Another growing segment of tourism is one labeled medical tourism. This segment is growing in other parts of the world as well, such as Mexico and Europe. Nations that possess a well developed health care system, yet provided services at a lower cost, are taking advantage of this segment of tourism as well, to boost economies. Travelers from all over the globe find treatments for a variety of health issues in places that offer new technology, low cost and alternatives to standard medical treatment. Medical tourism to South Korea includes visitors from the US, China and Japan. In 2008, South Korea received roughly 25,000 medical tourists, “an impressive increase of more than 56% from 2007” (RNCOS, 2009). South Korea is extremely popular for plastic surgery and has a worldwide reputation with skilled surgeons in the area. The country has also become very successful in treating a wide variety of cancers, such as stomach and liver cancer. For many costs for treatment in South Korea may prove to be lower than in their country of origin. In the US, for example, insurance companies restrict amounts paid for medical procedures and treatment. For those without insurance or inadequately insured, traveling to South Korea may be much less costly. South Korea does not incur the administrative costs of health care that make is so costly in the US. For others, cost is not the main consideration. Competency and access to a variety of alternatives attract medical tourists. Many developed nations focus or rely mostly on medications or pharmaceuticals for treatment of a variety of medical conditions. South Korea retains much of its knowledge in Asian healing alternatives, such as acupuncture, herbal remedies and others. Sometimes medical tourists prefer a combination of treatment approaches for their health issues. Alternative treatment approaches are slowly becoming more common in the US, though they are still not widely accepted or recognized by the medical community or by health care networks and insurers. Combined with the relatively low cost of travel in South Korea, medical tourism is likely viewed as the best option for many. Tourism in South Korea is a major component of its economy and GDP. No specific effort or act can be said to be responsible for the increase in tourism and economic growth. It is the combination of proper planning, business sense or insight, willingness to accommodate others, government oversight, and new business opportunities working together that have created a demand for South Korean tourism. The South Korean government plays a large role in creating this demand, since the second world war, though the strongest efforts occurred in the 1960’s to 1980’s. With the changing economic structure from agriculture to industry, new jobs created financial well being for South Korean Citizens. Industrialization eventually led to increases in business travel. In turn, such increases created a demand for new jobs and infrastructure in the services sector. The demand for business tourism created an increased awareness in South Korea, as a viable location for vacation travel. The South Korean government had the insight to realize that historical places and cultural sites could become tourist attractions as well, and responded by making such places more attractive and accessible. Though service in hotels and other accommodations in South Korea is said to be lacking in comparison with other nations, affordability and rich cultural heritage continue to draw tourists from around the globe. It is evident by the variety of food offerings and types of tourist activities, that South Korea intends to continue improving in this area and attracting more visitors, including increasing numbers of Asians. Recent threats of swine flu and other disease concern many travelers. It is believed that tourism is responsible for some health epidemics. However, the number of cases of swine flu in South Korea have been relatively low. Fewer than a half dozen cases of swine flu have been reported in South Korea. “Because of the small number of new cases since the first case was reported over a month ago, South Korea is considered a safe destination and the Seoul Tourism Organization has been stressing this point” (United Nations, 2009). There have been many more cases reported in many travelers home countries, like the US and Japan. Though some travelers will always be turned off by reports of disease, this is unlikely to cause a great decrease in South Korean tourism. Works Cited Asia Pulse. “South Korean Tourism Industry in Crisis, Culture Minister Says.” Financial Times (Dec. 2003). Baynes, Robin. “My Brilliant Korea” Travel Weekly Australia (2007) November 24, 2009 < www.screenaustralia.gov.au/documents/26393627.pdf> Berger, Michael. “Korea and Japan Coming Together.” New Leader. 75,10. (Aug. 1992). The Columbus World Travel Guide. “South Korean History” and “Where to Go in South Korea.” (2009). November 25, 2009 < http://www.iexplore.com/dmap/South+Korea/History.htm> Economy Watch. “Korea Trade (Korean Trade, South Korea Trade): Korea Import, Korea Export.” November 25, 2009 Kelley, K. “Satisfy the Munchies with Traditional Korean Street Food.” Travel Highlights. (Nov. 2009). 24 November, 2009 < http://english.visitkorea.or.kr/Koreanstreetfood.htm> RNCOS. “Emerging Medical Tourism in South Korea.” (Sep. 2009) November 25, 2009 Singh, Amrik. “Asia Pacific Tourism Industry: Current Trends and Future Outlook.” Asia Pacific Journal of Tourism Research (Nov. 2009). United Nations. “Korea’s Tourism Industry Turns Crisis into Opportunity” Inter Press Service (May 2009). November 24, 2009 < http://www.ipsnews.net/news.asp.htm> Read More