The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Analysis of Digitalization Strategies for Tourism Industry in South Korea

  • Ji Young JEONG (Department of International Trade, Jeonbuk National University) ;
  • Mamurbek KARIMOV (Department of International Trade, Jeonbuk National University) ;
  • Mamta BHATT (Department of International Trade, Jeonbuk National University) ;
  • Ji Young HAN (Department of International Trade, Jeonbuk National University) ;
  • Yong Geun KIM (Department of International Trade, Jeonbuk National University)
  • Received : 2023.12.15
  • Accepted : 2024.01.21
  • Published : 2024.02.29
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Abstract

Purpose: This paper is designed to deliver a deeper understanding of the implications of digitalization strategies in the tourism industry, exploring the opportunities and challenges in South Korea. Research design, data and methodology: To identify effective strategies, an integrated approach is employed in the research that encompasses the Glocal RPM analysis and SANEL HERMES model, as well as the examination of digital tourism factors within the DIANA economy. The data used for this study were derived from multiple sources, including literature review, participation interview, tourist survey and expert questionnaire. By conducting a tourist survey using questionnaires in this research, Glocal RPM and SANEL HERMES hybrid method is used identifying and classifying influencing factors limiting digitalization in tourism. As a final step, experts use a Quantitative Strategic Planning Matrix to propose, assess, and rank a number of digitalization strategies. Results: According to the analysis, the study revealed that combining both tools contributes to a more holistic understanding of the environment, uncovering the positives and negatives from diverse perspectives. The average satisfaction percentage of experts was determined to be 38%, indicating anatal level of digitalization for tourism industry in South Korea. Conclusions: These results can serve as a valuable guide for policymakers and stakeholders in formulating targeted strategies to enhance glocalization, rationality, professionalism, and morality within the digitalization context.

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