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All Journal Studi Ilmu Manajemen dan Organisasi Jurnal Studi Perhotelan dan Pariwisata
Andika Drajat Murdani
Universitas Slamet Riyadi, Surakarta, Indonesia
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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The Influence of the Korean Wave on Culinary Tourism Development in Myeongdong, Seoul in 2020 Linda Ugi; Styani Dwi Rahmatika Jumadi; Andika Drajat Murdani
Jurnal Studi Perhotelan dan Pariwisata Vol 3 No 2 (2025): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jspp.v3i2.6945

Abstract

Purpose: This study examines the influence of the Korean Wave (Hallyu) on culinary tourism interest in Myeongdong, Seoul, focusing on the “K-drama food pilgrimage” phenomenon and its evolution during the COVID-19 pandemic in 2020. Methodology: A qualitative descriptive approach was applied using literature review and secondary data analysis. Data sources include academic publications, Korea Tourism Organization reports, and documented culinary tourism trends in Myeongdong. Results: Findings show that Hallyu significantly increased international tourists’ interest in Korean cuisine, particularly through media-driven food experiences. However, the COVID-19 pandemic caused a severe decline in culinary tourism, with an 85% drop in international visitors and a 31% increase in shop vacancies in Q3 2020, while also accelerating digital transformation and business innovation among food entrepreneurs.Conclusions: The Korean Wave plays a central role in shaping culinary tourism demand in Myeongdong and demonstrates resilience through adaptation and digitalization during crisis conditions.Limitations: This study relies on secondary data and lacks primary empirical validation from tourists or business actors, which may limit contextual depth.Contributions: This research contributes to culinary tourism literature by explaining the intersection of cultural soft power and crisis-driven digital adaptation in a global tourism destination.
The Power of City Branding in Enhancing Solo City’s Competitiveness as an International Destination Halifa Haqqi; Hasna Wijayati; Andika Drajat Murdani
Studi Ilmu Manajemen dan Organisasi Vol 7 No 2 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i2.6613

Abstract

Purpose: This study examines how city branding enhances Solo City’s international competitiveness through cultural identity and creative economy development.Research Methodology: A qualitative descriptive approach was applied using semi-structured interviews, field observations, and snowball sampling involving government officials, cultural institutions, and creative economy actors. Data were analyzed through thematic analysis.Results: Solo City strengthens its global positioning by utilizing cultural identity, local wisdom, international events, cultural symbols, creative products, and multi-stakeholder collaboration.Conclusions: Successful city branding depends on synergy among tourism attractions, public services, security, and government-community coordination.Limitations: This single-case qualitative study is limited by contextual scope, interpretive subjectivity, and the absence of international stakeholder perspectives.Contributions: This study contributes to city-branding literature by linking cultural capital, public diplomacy, and international competitiveness while offering practical insights for culturally based cities.
The Influence of the Korean Wave on Culinary Tourism Development in Myeongdong, Seoul in 2020 Linda Ugi; Styani Dwi Rahmatika Jumadi; Andika Drajat Murdani
Jurnal Studi Perhotelan dan Pariwisata Vol 3 No 2 (2025): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jspp.v3i2.6945

Abstract

Purpose: This study examines the influence of the Korean Wave (Hallyu) on culinary tourism interest in Myeongdong, Seoul, focusing on the “K-drama food pilgrimage” phenomenon and its evolution during the COVID-19 pandemic in 2020. Methodology: A qualitative descriptive approach was applied using literature review and secondary data analysis. Data sources include academic publications, Korea Tourism Organization reports, and documented culinary tourism trends in Myeongdong. Results: Findings show that Hallyu significantly increased international tourists’ interest in Korean cuisine, particularly through media-driven food experiences. However, the COVID-19 pandemic caused a severe decline in culinary tourism, with an 85% drop in international visitors and a 31% increase in shop vacancies in Q3 2020, while also accelerating digital transformation and business innovation among food entrepreneurs.Conclusions: The Korean Wave plays a central role in shaping culinary tourism demand in Myeongdong and demonstrates resilience through adaptation and digitalization during crisis conditions.Limitations: This study relies on secondary data and lacks primary empirical validation from tourists or business actors, which may limit contextual depth.Contributions: This research contributes to culinary tourism literature by explaining the intersection of cultural soft power and crisis-driven digital adaptation in a global tourism destination.
Co-Authors Halifa Haqqi Hasna Wijayati Linda Ugi Styani Dwi Rahmatika Jumadi