LEVERAGING ‘HALLYU’ MEDIA AND THE PHYSICAL: ASIA PHENOMENON TO REBRAND MONGOLIAN CULTURAL TOURISM
DOI:
https://doi.org/10.61421/IJSSMER.2025.3606Keywords:
Content-Driven Tourism, Destination Branding, Physical: Asia, Hallyu, Special Interest Tourism (SIT)Abstract
This article examines the transformation of Mongolia's tourism strategy from the traditional focus on "heritage tourism" to a more contemporary "content-driven tourism" approach (Chung & Jeong, 2024). Although the Naadam Festival continues to be a central attraction, recent South Korean media productions filmed in or featuring Mongolia—such as "Crash Landing on You," "Strong Girl Nam-soon," and the anticipated 2025 success "Physical: Asia" Physical: Asia —have introduced a novel, high-value entry point for international tourists. (Domestic Tourism in Asia, 2009) By analyzing viewership data and the "underdog" narrative of Team Mongolia in "Physical: Asia," this paper posits that Mongolia is uniquely positioned to leverage "Strength Tourism," encouraging global travelers to observe and engage in physical training within its culture.
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Copyright (c) 2025 Tsengel Davaasambuu
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in International Journal of Social Science, Management and Economics Research are licensed under a Creative Commons Attribution 4.0 International License.
