[Yanolja Research Insights] Vol.37 Developing Inbound Tourism Zones Based on Social Network Analysis

Building the Future of Inbound Tourism: Key Insights and Opportunities

International tourism to Korea is entering a new phase of growth. Visitor numbers are rising rapidly, and the country is approaching a milestone of 20 million annual inbound travelers.

This moment presents an opportunity not only to welcome more visitors—but to rethink how tourism is structured across the country. A more connected and strategically designed tourism ecosystem can unlock significant economic and regional benefits.

Below are the key highlights shaping the future of inbound tourism development.

Why Inbound Tourism Matters Now

Inbound tourism is increasingly becoming a strategic driver for the national economy and regional vitality.

• Stimulating domestic demand
  

• Supporting regional development
  

• Strengthening small business ecosystems

• Creating employment opportunities
  

These impacts suggest tourism can evolve into one of the country’s major export industries if managed strategically.

A Smarter Structure: The Hub-and-Spoke Tourism Model

A key approach to strengthening tourism competitiveness is the Hub-and-Spoke model.

How the Model Works

• Hub Cities

  • Major gateways with strong infrastructure and global recognition.

  • Examples include cities with international airports and major tourism clusters.

• Spoke Cities

  • Surrounding destinations connected to hubs.

  • Offer unique experiences not available in large metropolitan areas.

This structure creates a networked tourism ecosystem, allowing visitors to explore multiple destinations efficiently.

Why It Matters

The model can:

• Distribute visitor flows more evenly

• Expand tourism capacity

• Reduce overtourism in major cities

• Increase the economic impact across regions

Rather than competing for visitors, cities collaborate to create integrated tourism zones.

Mapping Tourism Through Real Visitor Movement

Tourism flows were analyzed using large-scale social data and network analysis, offering a clearer picture of how visitors actually move across destinations.

Key analytical elements included:

• Tourist sites as network nodes

• Travel routes as connections between sites

• Movement frequency as indicators of travel intensity

Using these insights, visitor movement patterns across thousands of locations were examined to identify natural tourism networks rather than administrative regions.

Five Major Tourism Zones Emerging in Korea

The analysis reveals five core inbound tourism zones, each with distinct characteristics.

1. Capital Area

• Centered on Seoul

• The densest tourism network

• Strong connections to nearby destinations such as Incheon and Chuncheon

2. Gyeongsang Region

• Hub anchored by Busan

• Strong linkages with cities such as Gyeongju, Pohang, and Tongyeong

• High potential for integrated coastal and cultural tourism

3. Gangwon Region

• Multi-hub structure featuring cities like Sokcho, Yangyang, and Gangneung

• Strong appeal based on nature and seasonal tourism resources

4. Jeolla Region

• Distributed network of cultural and ecological destinations

• Cities such as Gwangju and Jeonju act as local centers

5. Jeju Region

• A fully independent island tourism ecosystem

• Strong internal connectivity among major attractions

These zones represent real behavioral travel patterns, reflecting how international tourists experience Korea.

What Enables These Tourism Zones to Truly Work?

Where are the most critical bottlenecks in access and mobility?

What kind of collaboration model is required to move beyond city-level competition?

How should success be measured if traditional metrics no longer capture real tourism impact?

Understanding the network is just the beginning.

The full report reveals what comes next.

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[Yanolja Research Insights Vol. 37] Developing Inbound Tourism Zones Based on Social Network Analysis