A Qualitative Analysis of the Impact of Popular Culture on Destination Image: A Case Study of Korean Wave from Japanese Fans

The purpose of the research was to investigate how a country’s popular culture impacts its destination image through a case study. For this purpose, the research indentified the characteristics of pop-star’s fans that are considered as special interest tourists in this study. The study explored the phenomenon of the Korean wave through a case of a pop-star and his fans. Lastly, the study examined destination image perspectives and experiences of the pop-star’s fans who attended the pop-star’s summer camp. The research found that popular culture is a significant agent of Korea’s recent image. The study also found that the respondents’ high level of interest and empathy for the pop-star was a key reason for their visiting in the destination and changing their perception. The findings suggest that further research needs to consider emotional elements and unconscious motives as a means in understanding the underlying dimensions of fandom toward pop-stars and the destination