Political Conflicts and Destination Marketing: The Case of the 2019 South Korea-Japan Trade Dispute

The tourism industry is significantly affected by external and political factors, including visa regulations, geopolitical tensions, and safety concerns. This case study examines the 2019 South Korea-Japan trade dispute as a prime example of how political conflicts can disrupt tourism, leading to substantial economic repercussions. Historical animosities, rooted in Japan’s colonization of Korea and unresolved issues, contribute to anti-Japanese sentiment. The trade dispute had severe economic consequences for both South Korea and Japan, particularly impacting their tourism industries. Japan experienced a sharp decline in South Korean tourists, heavily affecting certain regions. South Korea witnessed a “No Japan” boycott, while some tourism-related initiatives were scaled down, though others continued. From a theoretical perspective, political conflicts negatively influence tourism, with emotional factors playing a pivotal role. However, these effects are often temporary, with signs of recovery typically appearing within a few months. The Seoul Tourism Organization strategically reduced marketing activities in Japan during the trade dispute, though some initiatives continued. In contrast, South Korea’s Jeju Special Self-Governing Province adopted a different strategy, emphasizing continuous marketing efforts, including maintaining key tourism initiatives. Despite historical and political tensions, the study notes a positive trend among younger generations, marked by mutual interest and cultural exchange. K-pop and South Korean media remained popular in Japan throughout the dispute, highlighting the resilience of cultural engagement. The discussion section raises questions about the appropriateness of scaling down marketing plans during political conflicts, the role and responsibilities of Destination Marketing Organizations, and the separation of politics and tourism marketing.