Exploring the “Personae” of Travel in Korea through Chinese Gen Z Tourists on <i>Xiao Hongshu</i> Social Platform

Abstract

This research explores the destination persona of South Korea on Xiao Hongshu, a popular social media platform for Chinese Gen Z traveling. The posts from tourists as virtual communities recurring patterns of dramatic structure, textually and visually generated the personae of the destination. In this study, the concept of persona based on Bormann’s symbolic convergence theory is used to illustrate the fantastic theme of South Korea as destination. A qualitative research based on fantasy theme analysis was conducted using semi-structured interviews with 14 participants and images and narrative analysis of posts on Xiao Hongshu. Four fantasy themes were identified: 1) Landscape of ocean blue; 2) Stylish Café; 3) K-pop related culture and fashion; 4) Traditional Korean culture. Those themes create the destination persona of South Korea by and for Chinese Generation Z travellers. It contributes to the destination image discussion by applying SCT and fantasy theme, from the perspective of Chinese generation Z tourist. For practical contribution, this study helps destination marketers better communicate with Chinese Gen Z tourists, using discovered fantasy themes.