Seoul Hallyu Trip by Traveloka: Special Interest Tourism Packages for MZ Generation

Vanesia Amelia Sebayang () and Asmyta Surbakti
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Vanesia Amelia Sebayang: Universitas Sumatera Utara, Faculty of Cultural Sciences
Asmyta Surbakti: Universitas Sumatera Utara, Faculty of Cultural Sciences

A chapter in Proceedings of the 1st International Hospitality, Travel and Event Conference (IHTREC 2023), 2023, pp 16-24 from Springer

Abstract: Abstract Special interest tourism (SIT) is a reflection of tourism diversity consumption patterns that fit the MZ (millennial-Z) generation. As it is known, the Indonesian MZ generation lives in a fandom culture era as a result of the massive development of the Korean cultural wave (Hallyu) that spread through Korean Pop music. The development of this fandom culture opens opportunities for several tour service application providers to offer special interest tour packages for KPop fans, such as Traveloka which carries the title Seoul Hallyu Trip (SHT) in their tour packages. The results of the study explain that SHT is a special interest tourism package for the KPop community, which is also a space for MZ generations to fulfill the world of desired self-pictures and actualize their imaginations. SHT also offers other interesting experiences to their participants starting from visiting the K-pop idols dormitory, television stations that broadcast K-pop music shows, till enjoy their K-pop idols’ favorite culinary delights. So it can be concluded that the growth of special interest tourism such as SHT was influenced by the desire and ambition of the Indonesian MZ generation to adapt the “new self-image” offered by the South Korean pop culture industry.

Keywords: Special Interest Tourism (SIT); Popular Culture; Media; MZ Generation (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-170-8_3

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