Yanolja Research

 Korea Tourism Brand Equity: Key Insights and Strategic Directions Current Status of Korea’s Tourism Brand Inbound tourism to Korea surged to 16.37 million in 2024, nearing pre-pandemic levels, with projections to surpass the 2019 record in 2025. Traditional metrics like visitor numbers and spending alone do not fully capture the strength of Korea’s tourism brand. Social media data reveals how international visitors perceive Korea’s tourism brand across five dimensions: Brand Awareness, Brand Image, Brand Association, Brand Quality, and Brand Loyalty. Brand Equity Performance Highlights Brand Awareness slightly declined overall in 2024 despite increased tourist arrivals, with notable drops in China and Japan. Seoul remains the most recognized city, though its buzz volume decreased, while Jeju and Busan showed stable or improved awareness. Brand Image experienced a decline in positive sentiment, especially among visitors from Japan, Taiwan, and Southeast Asia, likely due to overto...

 Trend. Q1 2025 Trends in the Lodging Industry Performance by Property Type in Q1 2025 Compared to Q1 2024 Performance by Property Type in Q1 2025 Compared to Q4 2024 Lodging Business Outlook Index of Q2 2025 Changes in Operational Status by Property Type 1. Hotel Hotel Operating Status by Region and Star Rating 2. Motel Motel Operating Status by Region 3. Pension Pension Operating Status by Region 4. Vacation Rentals Vacation Rentals Operating Status by Region Issue. 2025 Spring Lodging Sale Festa Summary of the Korea Lodging Sale Festa 2025 Spring Lodging Sale Festa: Coupon Usage 2025 Spring Lodging Sale Festa: Coupon Usage Analyzed Industry Feedback on the 2025 Lodging Sale Festa 2025 Lodging Sale Festa: Industry Satisfaction 2025 Lodging Sale Festa: Suggestions for Improvement Yanolja Research Korean Lodging Industry Trends Report for Q1 2025

How New U.S. Tariffs Are Transforming Global Tourism Global tourism is entering a new era. Recent U.S. trade policies are sending shockwaves through economies and reshaping travel patterns worldwide. Here’s a look at the key trends and what they mean for travelers, businesses, and industry leaders. Global Economic Shifts and Tourism A new 10% universal tariff on all U.S. imports, with even higher rates for certain countries, has triggered immediate market volatility and concerns about rising costs and supply chain disruptions. These changes go beyond goods: the tourism sector-reliant on affordable travel, international cooperation, and positive sentiment-is especially vulnerable. Economists warn of higher consumer prices and a squeeze on household budgets, which could lead to less discretionary spending on travel and leisure. Impact on the U.S. Travel Market Rising costs for hotels and airlines are expected as tariffs drive up prices for construction materials, furnishings, and importe...