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[Yanolja Research Insights Vol.27] Which City Is the Winner Of the Tourism Products In Northeast Asia?

 🌇 What Makes a City Memorable for Tourists?

🏙 Which City Wins in Tourism Products Across Northeast Asia?

The key to competitive tourism products: ‘city-ness’
Yanolja Research Insights Vol.27 dives into over 8,000 TripAdvisor-listed tourism products across Northeast Asian cities to discover what makes a destination truly stand out. The answer? The unique identity of a city — its “city-ness” — plays a powerful role in shaping tourist perceptions and competitiveness.


📊 Consumer Responses to Tourism Products

Seoul, Tokyo, and Taipei show the strongest tourist engagement:

  • Seoul: Highest share of reviewed products (53.34%) and leads in both average and maximum review counts.

  • Tokyo: Large product base (1,262 products) with strong engagement (50.74%).

  • Taipei: Smaller product volume but high review share (48.26%).

Key takeaway: Review volume reflects not just popularity but also tourists’ motivation to share positive experiences.


🎯 Content Strategies and Differentiation

Different cities, different tourism strategies:

  • Seoul & Beijing: ‘Hub-and-spoke’ model — extending tourism into nearby heritage sites and suburbs.

  • Japan: Compact, city-centered tourism for maximum efficiency.

  • Taiwan: Nature-based, emotionally resonant experiences.

This shows that tourism competitiveness isn’t one-size-fits-all — it’s shaped by the city’s geography, culture, and positioning.



⭐ Beyond Quantity: The Power of ‘City-ness’

While Tokyo has the most products, Busan, Beijing, and Shanghai shine in average ratings and consistency:

  • High average ratings + low variation = reliably satisfying experiences.

  • Emotional connection and cultural authenticity leave lasting impressions — often stronger than sheer scale.



🧭 Comparing Tourist Reactions to Outskirts Tours

Seoul’s DMZ & Nami Island tours are a textbook success story of the hub-and-spoke model.

  • Outskirts tours link central cities to unique, distant attractions.

  • Despite being outside downtown, these tours earn high engagement thanks to distinctive, differentiated themes.


📘 Learn More in Yanolja Research Insights Vol.27

For the full analysis — including data charts, methodology, and more city case studies — read Yanolja Research Insights Vol.27: “What Makes a City Memorable?”

👉Yanolja Research Insights Vol.27

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Location: Seoul, South Korea

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