친구·친지 방문(VFR) 호스트와 방문자의 한국 경험과 정책적 시사점

Experiences of Hosts and Guests Visiting Friends and Relatives (VFR) in Korea and Policy Implications

The increase in international mobility, including diasporas, has led to growth in visiting friends and relatives (VFR) travel as well as diversification in its forms. The narratives derived from the perceptions and experiences of VFR hosts and visitors carry significant policy implications for Korean tourism. This study, therefore, focuses on the perceptions and experiences of VFR hosts and visitors in Korea and the policy insights that can be drawn from them. In-depth interviews were conducted in 2022–2023 with both Koreans and non-Korean participants who visited or hosted friends and relatives in Korea. The interview data was analyzed qualitatively. The findings show a mixture of positive perceptions, including Korean hospitality, safety, the harmony between tradition and modernity, cleanliness, and technological development. The interviewees also expressed negative perceptions, including social pressures experienced by Koreans, hygiene concerns, barriers to accessible travel, and instances of racial discrimination. Tourism-related issues were also identified, including insufficient halal dining options, challenges in payment and communication systems, and the complexity of using rail and taxi services. Furthermore, the interviewees highlighted the need for more diversified experiences, enhanced information provision, and the mitigation of language barriers. These findings provide policy implications by capturing the firsthand experiences of VFR hosts and visitors in Korea. Moreover, by examining the potential ripple effects of these perceptions and experiences from the perspective of public diplomacy, the study emphasizes the role of visitors in shaping Korea’s image and actively sharing their experiences.