IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i1p21582440231219118.html
   My bibliography  Save this article

Values to Visit a Culturally Significant But Forbidden Land: A Case of North Korea

Author

Listed:
  • Yunseon Choe
  • Gyehee Lee
  • Kathleen Andereck

Abstract

This study aims to identify tourists’ values, develop a tool that measures tourist values with regard to visiting culturally significant, but forbidden, destinations, such as North Korea, and segment the relevant market. A composite method of qualitative and quantitative approaches constituted the procedure for the value measurement scale development. Using this scale, market segments were constructed based on the value profile in order to test the differences among the segments with respect to key factors. Application of a mixed method approach indicates four values relevant to visiting North Korea: curiosity/novelty; historical nostalgia/wish for reunification; natural landscape appreciation; and ease of travel. Three value profiles emerged: nostalgia and reunification advocate, middle of the roader, and nature espouser. The findings of this study indicate unique values for tourists to want to visit North Korea and add to existing evidence on alternative motives, addressing the absence of a customized tourists’ value scale, in that it extracted authentic values to visit North Korea by focusing on cultural and historical context. The findings will provide DMOs, developers, and policy-makers with practical guidelines to create useful marketing tools and design targeted promotions and tourism products.

Suggested Citation

  • Yunseon Choe & Gyehee Lee & Kathleen Andereck, 2024. "Values to Visit a Culturally Significant But Forbidden Land: A Case of North Korea," SAGE Open, , vol. 14(1), pages 21582440231, January.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:1:p:21582440231219118
    DOI: 10.1177/21582440231219118
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231219118
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231219118?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Li, Fangxuan (Sam) & Ryan, Chris, 2018. "Souvenir shopping experiences: A case study of Chinese tourists in North Korea," Tourism Management, Elsevier, vol. 64(C), pages 142-153.
    2. JunHui Wang & Yunseon Choe & HakJun Song, 2021. "Korean Domestic Tourists’ Decision-Making Process under Threat of COVID-19," IJERPH, MDPI, vol. 18(20), pages 1-17, October.
    3. Dorina Maria Buda & David Shim, 2015. "Desiring the dark: ‘a taste for the unusual’ in North Korean tourism?," Current Issues in Tourism, Taylor & Francis Journals, vol. 18(1), pages 1-6, January.
    4. Yoo, Jaeho & Choe, Yunseon & Lee, Gyehee, 2022. "Exploring pilgrimage value by ZMET: The mind of Christian pilgrims," Annals of Tourism Research, Elsevier, vol. 96(C).
    5. Novak, Thomas P & MacEvoy, Bruce, 1990. "On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 105-109, June.
    6. Yuhao Liu & Yunseon Choe, 2023. "Motivation-Based Segmentation of Tourist Shoppers to Hainan During COVID-19," SAGE Open, , vol. 13(3), pages 21582440231, September.
    7. Yoonjeong Jeong & Seweryn Zielinski & Ji-soon Chang & Seong-il Kim, 2018. "Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations," Sustainability, MDPI, vol. 10(10), pages 1-16, October.
    8. Kalyan Bhandari, 2016. "Imagining the Scottish nation: tourism and homeland nationalism in Scotland," Current Issues in Tourism, Taylor & Francis Journals, vol. 19(9), pages 913-929, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yunseon Choe & Jiyoon Lee & Gyehee Lee, 2022. "Exploring Values via the Innovative Application of Social Media with Parks Amid COVID-19: A Qualitative Content Analysis of Text and Images Using ATLAS.ti," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    2. Yuhao Liu & Yunseon Choe, 2023. "Motivation-Based Segmentation of Tourist Shoppers to Hainan During COVID-19," SAGE Open, , vol. 13(3), pages 21582440231, September.
    3. Anastasiadou, Constantia & Vettese, Samantha, 2021. "Souvenir authenticity in the additive manufacturing age," Annals of Tourism Research, Elsevier, vol. 89(C).
    4. Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    5. Chuanming Sun & Guoxin Tan & Xingyu Chai & Haiqing Zhang, 2023. "Analysis on the Satisfaction of Public Cultural Service by Township Residents: A Qualitative Perspective," Sustainability, MDPI, vol. 15(9), pages 1-23, April.
    6. Huixian Shen & Ivan Ka Wai Lai, 2022. "Souvenirs: A Systematic Literature Review (1981–2020) and Research Agenda," SAGE Open, , vol. 12(2), pages 21582440221, June.
    7. Fajri Ansari & Yoonjeong Jeong & Indra ASLP Putri & Seong-il Kim, 2019. "Sociopsychological Aspects of Butterfly Souvenir Purchasing Behavior at Bantimurung Bulusaraung National Park in Indonesia," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    8. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2022. "Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    9. Md. Rahat Khan & Kritika Sharma, 2020. "Purchase Preferences and Buying Influences on Religious Occasions," FIIB Business Review, , vol. 9(3), pages 216-227, September.
    10. Jaeho Yoo & Yunseon Choe & Soo-i Rim, 2022. "Risk Perceptions Using Urban and Advanced Air Mobility (UAM/AAM) by Applying a Mixed Method Approach," Sustainability, MDPI, vol. 14(24), pages 1-14, December.
    11. Yugang He & Guihua Bai, 2023. "Quantifying the ‘Yellow Card Policy’ Effect: An Intervention Analysis of Chinese Tourist Migration to South Korea amidst the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(21), pages 1-15, November.
    12. Daniela Sorea & Monica Defta & Ionuț Mihai Popescu, 2023. "Journeys to Significant Places in Orthodoxy as a Source of Sustainable Local Development in Romania," Sustainability, MDPI, vol. 15(7), pages 1-26, March.
    13. Mauricio Carvache-Franco & Marival Segarra-Oña & Conrado Carrascosa-López, 2019. "Segmentation by Motivation in Ecotourism: Application to Protected Areas in Guayas, Ecuador," Sustainability, MDPI, vol. 11(1), pages 1-19, January.
    14. Kwak, Kyu Tae & Oh, Chae Ju & Lee, Sang Woo, 2021. "Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values," Telecommunications Policy, Elsevier, vol. 45(7).
    15. Denis Guiot & Ziad Malas, 2012. "Segmenter le marché des 50-65 ans par les variables générationnelles subjectives," Post-Print hal-01651190, HAL.
    16. Ji Wen & Xiaolin Mai & Wei Li & Xin Liu, 2022. "The Influence of Message Framing on Elderly Tourists’ Purchase Intentions of Health Services: A Case Study of Guangxi Bama," IJERPH, MDPI, vol. 19(21), pages 1-15, October.
    17. Cristinel Petrișor Constantin & Vasile Papuc-Damașcan & Andrei Blumer & Ruxandra-Gabriela Albu & Titus Suciu & Adina Nicoleta Candrea & Ana Ispas, 2021. "Profiling Visitors to Romanian Ecotourism Destinations," Sustainability, MDPI, vol. 13(5), pages 1-16, March.
    18. Sharp, Byron & Dawes, John & Victory, Kirsten, 2024. "The market-based assets theory of brand competition," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    19. Agnes Hofmeister-Tóth & Agnes Neulinger, 2022. "The Importance and Realization of Personal Values and Cognitive Age," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 25-40.
    20. Yi-Hsing Lin & Chun-Hung Lee & Chun-Fu Hong & Yen-Ting Tung, 2022. "Marketing Strategy and Willingness to Pay for Sport Tourism in the Kinmen Marathon Event," Sustainability, MDPI, vol. 14(19), pages 1-16, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:1:p:21582440231219118. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.