ANALYZING THE COMPETITIVE ADVANTAGES OF SOUTH KOREA IN GLOBAL MICE TOURISM: HISTORICAL AND CULTURAL DIMENSIONS
DOI:
https://doi.org/10.5281/zenodo.18761087Keywords:
MICE tourism, historical and cultural dimensions, competitive advantage, South Korea, SWOT analysis, cultural branding, digital technologies, sustainability initiatives, Korean Wave (Hallyu), cultural diplomacy.Abstract
This article examines South Korea's competitive positioning within the global MICE tourism sector, highlighting
how historical and cultural attributes significantly contribute to its international appeal. Through leveraging its deep
historical heritage, UNESCO-recognized sites, and the influential Korean Wave (Hallyu), South Korea distinguishes itself
among competing MICE destinations. A comprehensive SWOT analysis identifies essential strengths such as strategic
geographical location and robust government support, alongside notable challenges including high operational costs and
linguistic barriers. To sustain and enhance its competitive advantage, the paper proposes further exploration of advanced
digital technology integration, in-depth analysis of cultural branding effectiveness, and comparative sustainability
initiatives. Addressing these strategic areas proactively will enable South Korea to continue strengthening its prominent
global leadership in the MICE industry
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