Analysis report on Korean inbound tourism in Beijing market

1. The number of Korean inbound tourists to Beijing market has been declining year by year

1. The overall number of inbound tourists in Beijing market declined

From the data of the total number of inbound tourists in Beijing from 2011 to 2013, the number of inbound tourists in Beijing has been showing a downward trend in recent years. In 2011, the city received 5.204 million inbound tourists, an increase of 6.2% over the previous year; in 2012, the city received 5.009 million inbound tourists, a decrease of 3.8% over the previous year; in 2013, the city received 4.501 million inbound tourists, a decrease of 10.1% over the previous year, as shown in Figure 1.

The latest statistics show that in the first quarter of 2014, Beijing received only 809,000 inbound tourists, a decrease of 10.5% over the same period last year. From the perspective of intercontinental source markets, Beijing received 382,000 Asian tourists (excluding Hong Kong, Macao and Taiwan), a decrease of 11.1%; 201,000 European tourists, a decrease of 13.3%; 181,000 American tourists, a decrease of 4.3%; 26,000 Oceania tourists, a decrease of 19.5%; and 15,000 African tourists, a decrease of 3.3%, as shown in Figure 2.

2. The number of Korean tourists in Beijing market has been declining year by year

The United States, South Korea and Japan are the three major source countries for inbound tourism in Beijing, and the total number of tourists from these three countries accounts for more than one-third of Beijing's inbound tourism market. However, in recent years, the number of inbound tourists from the three major source countries has been decreasing year by year. According to the statistics on the number of inbound tourists from the three major source countries released in January 2014, compared with the same period, the three major source countries have all experienced a serious decline.

At the same time, South Korea, which has surpassed Japan, Hong Kong, Germany and other source countries to become Beijing's second largest source of tourists (the United States ranks first), has also seen a downward trend in the number of inbound tourists to Beijing since 2011.

The latest data from Beijing Municipal Bureau of Statistics shows that in 2011, the number of Korean visitors to Beijing reached 533,000, a year-on-year increase of 5.5%. Since 2011, the number of inbound tourists to Beijing has been decreasing year by year. In 2012, the number of Korean tourists to Beijing was 442,000, a year-on-year decrease of 17.2%, accounting for only 10.2% of the market share of inbound foreigners. In the first half of 2013, it fell by 22.3% year-on-year. At the same time, as of January 2014, the number of Korean tourists to Beijing was only 24,900, a year-on-year decrease of 19.4%, as shown in Figure 3.

(III) Summary of the current situation

Through the data analysis of the first two parts, it can be seen that the total number of inbound tourists to Beijing has been declining year by year in recent years, including the number of inbound tourists from various continents as well as the number of inbound tourists from South Korea.

Based on this, we interviewed the heads of relevant institutions such as Beijing Municipal Tourism Commission, National Tourism Administration, Korean Cultural Center, Korea Tourism Organization, sorted and reviewed a large amount of literature, and organized expert group discussions. We conducted an in-depth analysis of the reasons for this situation and put forward specific and feasible suggestions in response to the reasons.

2. Analysis of the reasons for the decline in the number of Korean inbound tourists in Beijing

We mainly analyzed the factors that may cause the decline in the number of inbound Korean tourists in Beijing market from multiple dimensions, including the current situation of outbound tourism from South Korea and the characteristics of tourists' behavior in recent years, the development trends of provinces and cities that focus on the Korean tourism market in China, and Beijing's own subjective and objective factors. On this basis, we extracted the most influential factors.

The details are as follows:

1. Analysis of the overall status of Korean outbound tourism

Affected by the 2008 financial crisis, the number of Korean outbound tourists declined significantly in 2008 and 2009, but rebounded rapidly since 2010. In 2010, the total number of Korean outbound tourists reached 12.488 million, an increase of 31.5% over the previous year; in 2011, the number of Korean outbound tourists reached 12.694 million, an increase of 1.6% over the previous year; in 2012, it reached 13.737 million, an increase of 8.2% over the previous year, as shown in Figure 4.

At the same time, by comparing and analyzing the number of outbound tourists from South Korea in several major countries and regions, we found that the number of outbound tourists from South Korea has generally increased year by year, except for a decline in China and Japan.

According to the statistics of the number of tourists to several major countries for Korean outbound tourism, only China saw a decline in 2012, while the number of Korean tourists to Thailand increased by as much as 30.7%.

The above data show that: in recent years, the total number of Korean outbound tourists has not decreased, and China is still the main source of Korean outbound tourists. However, in 2012, compared with the above eight countries and regions, only China's inbound tourists to Korea showed a significant decline.

2. Analysis of changes in the age and travel behavior of Korean outbound tourists

In recent years, the number of Korean outbound tourists in the age group of 31-60 has increased significantly more than other age groups. In this age group, the number of female tourists has begun to surpass that of male tourists. In 2012, the number of male tourists increased by 6.2% over the previous year, while the number of female tourists increased by 10.1% over the previous year. The differences in the age and gender of Korean outbound tourists have also had an impact on which country, city and travel method they choose to travel to.

In addition, we also learned about the travel types of Korean outbound tourists in the Chinese market. In recent years, they have been mainly concentrated on three types of outbound tourism: historical and cultural tours, natural scenery tours, and metropolitan tours.

In recent years, the type of tourism among South Korean tourists visiting China has gradually shifted from historical and cultural tours to natural scenery tours. More South Korean tourists choose to go to Zhangjiajie, Guilin, Shangri-La, Hainan and other places. At the same time, they have gradually shifted from simple sightseeing tours and leisure vacations to outdoor experience tours, such as mountain climbing experience tours in Taihang Mountains in Hebei Province and Yuntaishan in Henan Province.

3. Analysis of the development trend of provinces in China that focus on the Korean tourism market

The changes in the travel methods and behavioral habits of Korean outbound tourists are not only related to the geographical and cultural characteristics of Korea, but also have a lot to do with the efforts of source countries to increase the attraction of Korean tourists.

Take Hainan as an example. Hainan organized a delegation to participate in the Korea International Tourism Expo in 2012. The Hainan Provincial Government organized a delegation to participate in the Yeosu World Expo (Expo Yeosu Korea) in South Korea to showcase Hainan's image at the Expo. The Hainan Provincial Tourism Commission organized a number of scenic spots and travel agencies to go to Yeosu, Seoul and Busan in South Korea to carry out special tourism promotions and promote Hainan's tourism characteristics to Korean travel agencies and media.

Yantai is the first city in Shandong Province to carry out large-scale city-specific tourism promotion in South Korea. Since 2002, the Yantai Municipal Tourism Bureau has organized tourism promotion in South Korea almost every year, and has jointly promoted Yantai's tourism resources with relevant associations and tourism companies. The tourism projects from South Korea to Yantai are complete, ranging from conventional sightseeing products to mountaineering, golf, study, sports dance, marathon, hiking and other leisure and vacation special products. At the same time, Yantai has also consciously held various themed China-Korea tourism exchange activities, such as the China-Korea Mountaineering Conference, the China-Korea Golf Competition, and the Korea Inbound China Travel Agents Alliance (KTG) Yantai Tourism Promotion Conference.

In addition, many cities, including Zhengzhou in Henan, Guilin in Guangxi, Zhangjiajie in Hunan, and Xiamen in Fujian, have adopted various means to attract Korean tourists, such as developing new tourism products, increasing media investment, and hosting large-scale events. For example, Zhengzhou has held the "Korea Tourism and Culture Festival" and "Media Tour Group", and Xiamen has actively held golf tournaments specifically for Korean tourists.

Therefore, it is not difficult to find that with the prosperity of China's tourism market in recent years, more cities and scenic spots in China have begun to increase their investment in tourism construction. In addition to combining their own resources to increase the development of tourism products, they have also actively promoted their tourism image overseas. The domestic competition against the Korean inbound tourism market has, to a certain extent, impacted the Beijing inbound tourism market, but it has also provided experience that can be used as a reference for the development of Beijing's inbound tourism market.

(IV) Analysis of subjective and objective factors of Beijing’s inbound tourism market in South Korea

The total number of Korean outbound tourists has increased year by year, while the number of Korean tourists to Beijing has decreased year by year.

The imbalance is not only due to the changes in the Korean tourists’ own travel groups and behavior characteristics, but also directly caused by the development environment of Beijing’s own tourism market. Through interviews with the Korean Cultural Center, the Korea Tourism Organization and Korean inbound tourists, we also analyzed the reasons for the year-on-year decrease in the number of Korean tourists to Beijing from the development environment and dynamics of Beijing’s own inbound tourism. The summary is as follows:

1. Objective influencing factors

This part mainly includes the national situation, Beijing's tourism development environment and external force majeure and other reasons.

RMB appreciation: Since 2007, the RMB has been appreciating. With the appreciation of the RMB, the exchange rate has also increased, and Beijing's CPI has risen rapidly. This has led to a significant increase in the cost of tourism consumption for Koreans traveling to Beijing.

Air: Beijing has been affected by continuous smog, and the air quality has seriously deteriorated, which is a big problem for tourists.

At the same time, the Korean media's reports on Beijing's PM values ​​have deepened Korean tourists' fear of traveling to Beijing.

Traffic: Due to population concentration, traffic jams, insufficient public facilities, and insufficient internationalization of road signs, the cost and time of sightseeing in Beijing for foreign tourists have increased significantly. A survey of Korean travel agencies and Korean tourists showed that the image of Beijing's traffic conditions in the minds of Korean tourists is also an objective factor that hinders Korean tourists from coming.

2. Subjective factors

The objective factors that caused the decline in the number of Korean inbound tourists in Beijing are mostly related to the current situation of Beijing's urban development and environmental factors, which cannot be improved in a short period of time. Therefore, the subjective influencing factors that are closely related to the development of Beijing's tourism need our attention.

Tourism products: Beijing's tourism products are mainly "hardware tourism", that is, scenic spot tours and landscape tours. For example, Beijing's trump card tourism signs are: the Forbidden City, the Great Wall, the Summer Palace and other historical and cultural landscapes. These hardware products are Beijing's characteristics and advantages. However, with the segmentation of the tourism market and the changes in the behavioral characteristics of tourism consumer groups, people are paying more and more attention to "software tourism". "Software tourism" refers to tourism forms and tourism products dominated by service and experience, such as theme tourism, concept tourism, smart tourism and other more targeted, comfortable, creative and convenient tourism methods and tourism products. However, Beijing is relatively lacking in "software tourism" and urgently needs to strengthen the development of "software tourism" with new thinking and vitality.

Secondary tourism attraction: We analyzed the composition and changes of the number of Chinese tourists in South Korea's outbound tourism since 1978. It can be considered that for South Korea, which has a population of only 50 million, it has basically reached the point where everyone (except the elderly, children and the extremely poor) has been to China once. For Korean tourists who have visited Beijing, the tourism products they experienced in Beijing 20 years ago are basically the same as the tourism products they can experience in Beijing now, including the tourist scenery that can be experienced, the tourist features that can be felt, and the tourist products that can be purchased. If the investment in secondary tourism attraction cannot be strengthened, the number of Korean inbound tourists to Beijing will continue to show a downward trend year by year.

Travel mode: Judging from the tourism products currently launched by Beijing in South Korea, most Korean tourists who come to Beijing can only choose to travel with a group. Most tourists who travel with a group are of middle or low income and are older. However, high-end business people and young tourists who are energetic and have high tourism consumption power, who are vying for the tourism market in various countries, prefer self-guided tours. At present, Beijing's "hardware tourism" and "soft tourism" lack guidance for the convenience of self-guided tours and a series of convenient measures to support them, and cannot meet the needs of the self-guided tour group, thus greatly reducing the attractiveness to this part of the tourism group.

Shopping conditions: As far as shopping goods and tourist-related souvenirs in Beijing are concerned, there is an obvious polarization phenomenon. On the one hand, goods of relatively good quality are generally priced high, but due to the lack of standardized market management, prices are chaotic, it is difficult to distinguish between the real and the fake, and the quality is not guaranteed, which makes it difficult for foreign tourists to buy with confidence; on the other hand, although the popular tourist souvenirs scattered around famous tourist attractions such as the Great Wall and the Summer Palace are low-priced, they are highly homogenized, and the design, materials, and quality are generally poor. The phenomenon of polarization of Beijing tourist souvenirs has led to a significant reduction in the product categories that can really be chosen by most foreign tourists. This has greatly reduced Beijing's inbound tourism consumption to a certain extent, and has also virtually reduced tourists' interest and motivation to come to Beijing.

Promotion and publicity: Compared with other cities in China that focus on the Korean inbound tourism market, Beijing still has a certain gap in investment in tourism image publicity. For example, Sanya promoted Sanya's tourism image on large digital screens, well-known print media, and outdoor media in Korea in 2013, with a total investment of more than 2 million yuan. Zhengzhou invited well-known Korean media to form a media tour group and simultaneously conducted continuous follow-up reports on Korean online media. Koreans in Korea have few opportunities to see promotional materials about Beijing tourism, such as TV programs, online advertisements, video advertisements, outdoor advertisements, and newspaper and magazine advertisements. At the same time, with the increasing activity of social media today, Beijing tourism has not been able to find a suitable social platform for itself to truly interact and communicate with Korean tourists. Beijing's silence or lack of volume in the Korean market directly leads to Beijing not appearing in the list of choices for Korean outbound tourism.

(V) Summary of Cause Analysis

Through the above data analysis, we can know that the number of Korean outbound tourists has been increasing year by year, and the number of tourists to Vietnam has increased by as much as 30%, which shows that there is still a lot of market space for Korean outbound tourism. As for the current situation of the gradual decline in the number of Korean inbound tourists in the Beijing market, in addition to the changes in the travel behavior and age structure of Korean outbound tourists themselves and the intensified competition in the domestic tourism market, it is necessary to find the reasons from the Beijing tourism market itself, upgrade and transform the Beijing tourism market in a professional and scientific way, strengthen the research on the Korean inbound tourism market, segment the target audience, deeply explore user needs, create tourism products in a targeted manner, and more accurately select media placement on the premise of understanding the characteristics of Korean media placement, so as to fundamentally solve the situation of the decline in the number of Korean inbound tourists in the Beijing market, enhance the popularity and influence of Beijing tourism, and create good economic and cultural benefits.

III. Feasibility suggestions for Korean inbound tourism in Beijing market

Objective factors such as Beijing's air and transportation require the active participation of the country and every citizen, which is a long-term task. However, subjective factors such as the development of tourism products, the enhancement of the secondary attraction of inbound tourism, the improvement of tourism services and tourism environment, and the enhancement of Beijing's tourism image require us to implement and improve them one by one from now on.

In recent years, the Beijing Municipal Tourism Commission has done a lot of work to promote the development of Beijing's inbound tourism market and has achieved great results, including promoting the implementation of the 72-hour transit visa-free policy, hosting a number of consecutive Beijing International Tourism Expo, Beijing International Tourism Festival, Beijing International Youth Tourism Festival, China International Tourism Fair, and Beijing Tourism's appearance in the New Year Countdown in New York. This has greatly promoted the development of Beijing's inbound tourism market and enhanced Beijing's international tourism image.

When carrying out specific work on the Korean inbound tourism market, we need to learn from past successful experiences, and we need to tailor reasonable and effective market operation methods according to the current situation of Korean outbound tourism and the changes in the travel behaviors and characteristics of Korean tourists, so as to strengthen the effective promotion of the Korean inbound tourism market. This article proposes the following feasible suggestions for the development of Korean inbound tourism in Beijing market through investigation, research and analysis of Korean inbound tourism in Beijing market:

1. Shaping Beijing’s tourism brand image for the Korean inbound tourism market

With the aim of further clarifying the direction of Beijing's tourism development and enhancing Beijing's tourism image, the brand image of Beijing's Korean inbound tourism market is being shaped, mainly including the following points:

1. Establish a clear tourism image positioning, tourism promotion theme and slogan for Beijing, and create

A unique tourism brand image for Beijing. This will guide all marketing activities and media communications, so that Beijing tourism will leave a deep and clear impression in the minds of Korean tourists.

2. Segment the inbound Korean tourists in Beijing and conduct a comprehensive analysis of the inbound tourists.

By understanding tourists’ travel habits, hobbies, consumption characteristics, etc., we can deeply explore their demand for tourism products and develop more targeted and attractive tourism products and services.

3. Create a brand story for Beijing tourism and convey it to Korean audiences in the form of a brief story.

The public will have a deeper understanding of the image of Beijing tourism and are eager to truly visit and understand Beijing.

2. Repackaging existing tourism products and developing customized new tourism products

Beijing's tourist routes and tourism products have always been extensive products, but with the development of the tourism market, changes in the consumption habits of tourists and the media environment, people's choice of tourism products has begun to be more refined. Therefore, Beijing tourism should adapt to this change and start from the following two aspects to customize and develop more refined tourism products.

1. Combining Beijing's unique resource advantages, we will completely transform and package existing tourism products. For example, we will start with the development of hardware facilities and software applications, vigorously promote and implement smart tourism, adapt to the new tourism methods brought about by the popularization and daily use of information technology; integrate new concepts into product concepts, and develop experience tourism, theme tourism, etc.

2. Deeply explore Beijing’s unique tourism and cultural resources and actively promote them to Korean tourists.

Let Korean tourists feel the unique Beijing culture and the strong Beijing characteristics. The core of Beijing tourism is the consumption of culture, not the consumption of physical space. Therefore, the in-depth combination of culture and tourism products should be studied in a targeted manner. According to the interviews between the research team and the Korea Tourism Organization, travel agencies and the media, Beijing has very rich cultural resources that can be connected with tourism. For example, Kung Fu, Chinese medicine, calligraphy, ceramics, Peking Opera, Kunqu Opera, Beijing underground bands, square dance, etc. For example, Chinese TV series and documentaries such as "The Legend of Zhen Huan", "Judge Bao", and "A Bite of China" are popular in South Korea. We can develop corresponding TV series theme tours, royal cultural tours, special food tours, and Chinese medicine health tours. Of course, the premise of this development is that there are professionals who are very familiar with the Korean market and regularly provide information and strategic consultation for the decision-making of the Beijing tourism market.

3. Tailor new tourism products and routes for each target group according to their segmentation.

According to the various sub-categories such as group tours, self-guided tours, young students, business people, interest-themed tours, shopping tours, etc., we can understand the needs and preferences of consumers in a classified manner and tailor-make travel routes and tourism products in a targeted manner. In addition, Beijing can also take advantage of its geographical location to expand its surrounding areas and design and develop new travel routes by combining special attractions in Beijing and surrounding areas. For example, we can cooperate with large golf courses in Tianjin and tourist attractions in Taihang Mountain, Hebei. We strive to attract Korean tourists through rich tourism products and unique travel routes.

3. Propose an overall marketing plan for the Korean tourism market

Beijing has done a lot of marketing and promotion work for the Korean inbound tourism market, including cooperation with the Chosun Ilbo, holding large-scale promotion activities in Seoul, etc. Many measures have formed short-term highlights and have not produced long-term cumulative effects. Marketing in a certain market requires both time continuity and the response and coordination of multiple marketing tools in the same period. Based on this, it is necessary to formulate an overall medium- and long-term marketing plan for the Korean inbound tourism market. On the basis of fully understanding the development situation of Korean outbound tourism and the behavioral habits of outbound tourists, and guided by the development of the tourism market, a marketing system for the Korean inbound tourism market should be created, including marketing vision, formulation of marketing goals, selection of marketing channels, control of marketing time and planning of major marketing events, etc., to carry out marketing planning and design for the Beijing tourism market from a strategic and tactical perspective, and truly achieve cumulative marketing effects.

(IV) Create large-scale festivals and promotional activities to continue to attract tourists’ attention

Beijing tourism needs to leverage the influence of large-scale events to continue to attract tourists. We propose specific suggestions for carrying out activities mainly from the following three points:

1. Attract participation from all sectors of society and strengthen the market-oriented operation of Beijing tourism festivals

Focusing on Beijing's clear tourism brand image positioning and making full use of Beijing's unique cultural resources, we will create a series of large-scale international events that can be held sustainably and truly showcase Beijing's tourism image. We can learn from the experience of the Taiwan Youth Tourism Festival, which has fully mobilized the enthusiasm of students, associations and highly creative people in the private sector through activities such as creative markets, and has now become a major festival tourism brand event with great international influence in Taiwan.

At the same time, we should promote the market-oriented operation of Beijing tourism, realize the joint participation of the government, enterprises, non-governmental organizations and the general public, use new ideas to arouse everyone's high attention and active participation in the development of Beijing tourism, and inject new vitality into Beijing's tourism market.

2. Fully mobilize the enthusiasm of Korean students studying in Beijing

We create activities for Korean students studying in Beijing to activate their communication energy. For example, we regularly hold exchange activities for Korean students, provide geographical, tourist and cultural information about Beijing, etc., to deepen their sense of integration in Beijing and enhance their understanding of Beijing. In this process, we set up links to encourage them to make positive voices for Beijing on the Internet and social media. We can use their articles for secondary publicity.

3. Jointly organize activities with Korean official institutions, actively go global and promote Beijing's tourism resources

Many Korean tourism-related functional departments have offices in Beijing. We can use this convenient condition to cooperate with these institutions and jointly organize activities, such as co-organizing the China-Korea Cultural Exchange Conference with the Korean Cultural Center. We can jointly organize tourism resource promotion conferences with the Korea National Tourism Administration and the Ministry of Tourism Promotion; jointly organize the China-Korea Tourism Festival with the Korea Tourism Organization; and carry out international sister city exchange activities with Korean tourist cities. In addition, we can go deep into Korea and hold large-scale tourism resource exchanges and promotion activities. Because Koreans believe more in the promotion of Koreans themselves, we need to use the power of Korean official institutions and use Koreans to promote Beijing tourism. In this way, relevant Korean people can have a deeper and more comprehensive understanding of Beijing's tourism products and resources, and understand Beijing tourism.

(V) Deepen your understanding of the characteristics of Korean media and increase Korean media coverage of Beijing tourism

Korean tourists know about China's tourism resources mainly from media publicity. Based on this, Beijing tourism needs to increase Korean media coverage and publicity of Beijing tourism from the following aspects based on understanding the characteristics of Korean media, so as to attract more tourists' attention:

1. Comprehensively analyze the characteristics of Korean media and deeply explore suitable media resources for precise delivery

South Korean media generally have distinct political positions, which determine that the audiences of these media have huge differences in class, age, preferences, etc. We must have a comprehensive and in-depth understanding of South Korean media resources, deeply explore South Korean media resources, find the right channels for promoting and placing Beijing's tourism image, re-combine resources according to the characteristics of its media placement, and place them strategically to ensure the intensity and accuracy of media advertising.

2. Develop TV programs with mainstream Korean TV stations to introduce Beijing's tourism resources and products in depth

Seoul once co-produced a 15-episode documentary on Seoul tourism with CCTV, which covered in detail all aspects of Seoul tourism, such as which cafes are the most romantic, which part of the park has been used to shoot what TV series, how to shop most economically, and the best shops to buy souvenirs, etc. After the documentary was broadcast, the number of Chinese tourists visiting Seoul increased sharply. We can learn from this model and develop TV programs with mainstream Korean TV stations to introduce Beijing's tourism resources and products in depth.

3. Organize a Korean media delegation to enhance Korean media’s positive coverage of Beijing’s tourism image

The Korean public mainly relies on Korean media to understand China. Beijing tourism should pay full attention to the role of Korean media reporters stationed in Beijing or China, and actively organize media tour groups to take them to experience Beijing's new tourism products and routes. For example, in order to change the impression of Korean tourists that Beijing's air quality is extremely bad, the media group can first be led to experience places with good natural scenery outside Beijing, and continuously enhance the exposure and positive publicity of Beijing tourism in Korean media. At the same time, such activities can also be targeted at Korean students studying in Beijing or Koreans living in Beijing.

4. Focus on using social networking media to gain attention and achieve promotion

In addition to introducing Beijing tourism to Korean tourists through traditional media, we also need to use social networking media to gain attention and achieve promotion in today's rapidly developing new media. Tourism products are highly dependent on information search and social word-of-mouth. Imagine that Korean tourists can only search and consult in Korean on Korean social media. Therefore, we can register an official Beijing tourism website account on social platforms such as Line and Kakaotalk, which are most used by Koreans, and push product information related to Beijing tourism to tourists in a timely manner, so as to achieve instant interaction with Korean tourists. At the same time, we can publish tourism promotion information and launch a series of prize-winning activities to attract the attention of potential users and stimulate their enthusiasm for participation.

(VI) Initiate marketing effectiveness evaluation and establish a public opinion monitoring mechanism

An effective marketing evaluation system can ensure that Beijing's tourism marketing activities and media communications move toward the established goals, monitor the implementation process, correct problems that arise during the implementation process, and set the next goal. At the same time, it is necessary to establish a public opinion monitoring mechanism to understand the development of the tourism market, grasp the trend of public opinion, gain insight into the concerns of Korean tourists and changes in tourism behavior, and be able to deal with negative information in a timely manner.

IV. Conclusion

South Korea, as the second largest source country for Beijing's inbound tourism market, plays an important role in the benefits and development of Beijing's tourism. The continuous decline of this market in recent years is a specific representation and signal of changes in the tourism market environment, tourism methods, and media environment, which we need to pay attention to. But at the same time, to change the status quo and carry out work, we need to study carefully, think systematically, and plan in detail. We need to have a clear understanding of the current situation of Beijing's tourism market and conduct scientific and systematic analysis and sorting of the factors that cause this situation, so as to ensure that each suggestion is more targeted and feasible.

Through the analysis of inbound tourism from South Korea and the proposal of feasible suggestions, we hope to clarify the image positioning of Beijing tourism, identify the target tourism groups, deeply understand the needs of tourists, and carry out a series of work such as tourism product development, tourism resource promotion, marketing and communication planning around the positioning and customer needs. Through systematic work, we can fundamentally solve the current situation of the annual decline in the number of inbound tourists from South Korea in the Beijing market. We hope to truly help the development of inbound tourism from South Korea in the Beijing market, and also provide reference and reference for the development of other tourist source countries for Beijing.

*The authors of this report: Wen Chunying, deputy director of the Asian Media Research Center of Communication University of China; Zhang Tingting, secretary-general of the City Image Communication Research Base of the Asian Media Research Center of Communication University of China; Tao Junyu, deputy secretary-general of the City Image Communication Research Base of the Asian Media Research Center of Communication University of China; Zhang Lijun, researcher of the City Image Communication Research Base.