KEKUATAN DESTINATION BRANDING KOTA SEOUL, KOREA SELATAN

Diah Ajeng Purwani

Abstract


This research aims to develop a theoritical model of destination branding from international communication subject. The result confirmed that destination branding in Seoul is influenced by overall image “halyu” (i.e. korean drama, k pop, food, fashion, variety show running man, and government support). Destination Branding cannot only be based on the tourist perspective but the succes of destination branding must be focused on the local people, enterpreneurs, government and visitors. Besides that, destination branding’s success based on similarities and differences among the different stakeholder.


Keywords


destination branding, halyu, international communication

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DOI: https://doi.org/10.35842/ltp.v4i2.47

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