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

Cultural Content-Based Korea-Vietnam Tourism Cooperation : A Virtuous Cycle Model of Fandom Tourism and Place Branding

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.