With the globalization of music, audiences worldwide are increasingly drawn to explore the roots of their favorite genres and artists. This trend has catalyzed a surge in music-driven tourism, a phenomenon that extends beyond concerts and festivals to influence travel preferences and destination choice. A groundbreaking study by Dr. Seongseop (Sam) Kim and Dr. Antony King Fung Wong of The Hong Kong Polytechnic University’s School of Hotel and Tourism Management (SHTM) delves into the impact of K-pop, a global music phenomenon, on tourism behavior.

The Evolution of Music Tourism

Music tourism isn’t new. From the European “Grand Tours” of the 17th century to modern fan pilgrimages to Elvis Presley’s Graceland or The Beatles’ haunts in Liverpool, it has long captivated travelers. Over the decades, music tourism has evolved into a booming industry, reflecting the growing role of music as a cultural symbol and tourist attraction.

While Western pop music has historically dominated the global music scene, the tides are shifting. Emerging cultural exports, such as Korean pop (K-pop), exemplify the decentering of globalized culture from traditional Western strongholds. K-pop, with its massive fan base and vibrant cultural ecosystem, has transformed South Korea into a prominent music tourism destination.

The K-Pop Effect on Global Audiences

According to a Korea Foundation industry report, global K-pop fandom now exceeds 156 million individuals. At the forefront of this movement is BTS, a global sensation whose influence extends beyond music to cultural diplomacy and tourism. K-pop contributes significantly to South Korea’s economy, accounting for an estimated 0.3% of its GDP. Notably, the Korean government has strategically intertwined K-pop culture with its tourism promotion efforts, particularly in the wake of the COVID-19 pandemic.

K-pop’s impact extends beyond concert participation. Studies highlight its influence on interest in Korean culture, cuisine, fashion, and landmarks. As fans deepen their emotional and cultural engagement with K-pop, they are increasingly drawn to South Korea as a travel destination.

Bridging Research Gaps in Music Tourism

Despite growing interest, several critical gaps remain in understanding the connection between music and tourism. Existing research has largely focused on descriptive or qualitative insights, leaving empirical analysis underexplored. Key areas requiring deeper investigation include:

  1. The effects of music on tourists’ attitudes and behavioral intentions.
  2. The consumption value of music in shaping audience experiences and tourism interest.
  3. Quantitative studies exploring how music influences fans’ destination preferences.
  4. Comprehensive models that integrate constructs like audience involvement and consumption value.

The study conducted by Dr. Kim and Dr. Wong addresses these gaps, offering empirical insights into how K-pop’s consumption value influences tourism behavior.

Unpacking K-Pop’s Tourism Appeal

The researchers examined the structural relationship between perceived consumption value, audience involvement, familiarity, and behavioral intention related to K-pop. They hypothesized that the emotional engagement elicited by K-pop music enhances audience involvement, which in turn fosters familiarity with South Korea and influences travel intentions.

Through an online survey targeting international K-pop fans—primarily in the United States—the study analyzed factors such as fanship, performance quality, interest in lyrics, and emotional attachment to K-pop idols. The findings were both insightful and surprising.

Key Findings: What Drives Fans to Travel?

  1. Imitation and Attachment ValueFans who found K-pop inspiring or emotionally engaging were more likely to deepen their involvement. This includes mimicking the style or behavior of K-pop idols, a unique dimension of K-pop’s appeal.
  2. Cultural Familiarity Through MusicEmotional involvement with K-pop increased fans’ curiosity about South Korea’s culture, traditions, and destinations, reinforcing their intention to visit the country.
  3. Beyond Surface AppealSurprisingly, the visual and character performance of K-pop idols—often considered central to its global appeal—did not significantly influence fans’ emotional involvement. This challenges existing assumptions about K-pop’s allure and highlights the deeper, intrinsic connections fans form with the music.
  4. Tourism Beyond MusicK-pop’s influence extends to a broader interest in South Korean food, fashion, and cultural products, demonstrating its potential as a holistic driver of tourism.

Implications for Destination Marketing

For South Korea’s tourism stakeholders, the study’s findings underscore the need to integrate K-pop into destination marketing strategies effectively. Potential approaches include:

  • Creating Immersive Experiences: Develop K-pop-themed tours, events, and cultural experiences to cater to fans’ interests.
  • Promoting Undiscovered Destinations: Leverage the global reach of K-pop to spotlight lesser-known attractions.
  • Integrating Food and Music: Design culinary experiences inspired by K-pop, blending music with Korea’s rich gastronomic heritage.
  • Digital Campaigns: Utilize video clips, virtual reality tours, and social media to showcase Korea’s cultural and tourism offerings through the lens of K-pop.

The Global Power of Music Tourism

As the study reveals, K-pop’s impact on tourism is multifaceted, bridging cultural divides and fostering global interest in South Korea. This aligns with a broader trend of music as a unifying force, transcending socio-cultural and political boundaries. The researchers emphasize that factors like age, gender, and ethnicity do not significantly influence the perceived value of K-pop, highlighting its universal appeal.

Conclusion: Harmonizing Music and Tourism

K-pop is more than a musical genre—it’s a cultural phenomenon driving tourism and economic growth in South Korea. For destination marketers, understanding how music influences travel behavior is key to leveraging its potential. By capitalizing on K-pop’s global appeal, South Korea can enhance its competitiveness in the tourism industry and solidify its position as a leading destination for music-inspired travel.