Small Screen, Big Tourism: The Role of Popular Korean Television Dramas in South Korean Tourism

This paper examines a popular cultural phenomenon originating in Korea which has assumed significance across Asia and beyond. This 'Korean wave' or Hallyu includes the circulation and consumption of Korean popular television dramas. An exploratory case study approach is presented to provide insights on the relationships between this phenomenon and patterns of tourism in Korea related to the wider concept of screen-tourism. The paper addresses the relative lack of attention to television programming within the film tourism literature, particularly in non-Western and non-English language settings. Some common assumptions in the film tourism literature are challenged here, including: the inter-changeability of large-screen films and programmes produced for the television; and the inter-cultural circulation of film and television programmes as catalysts for tourism. Our findings illustrate that the inter-cultural circulation of Hallyu television dramas, particularly in neighbouring countries in Asia, may be interpreted in relation to theories of cultural proximity. A need to understand the complex patterns and political economy of distribution, circulation and reception of television programmes is also identified. The paper argues for more research that links visitor flows with television audience research and which recognizes the organizational infrastructures that allow media productions to go beyond circulation in domestic TV markets. Professional expertise and networks, transnational business relationships, ownership and national media regulatory regimes are highlighted, as is the extent to which media professionals and organizations connect with the domestic and international tourism sector.