OTT플랫폼 성장에 따른 스크린 투어리즘(screen tourism) 활성화 방안

Abstract

The OTT platform is distributed worldwide and allows tourists of various forms, including language and race, to reach tourist destinations. Those contribute to the success of the content leading to an interest in the filming location. This phenomenon increased the interest of foreign tourists in Korean culture and had a ripple effect on the selection of tourist destinations for Korean tourists who had slowed down due to the pandemic. In this study, four activation measures were suggested as follows through preliminary research data and case analysis, such as the growth of the OTT industry and screen tourism cases. First, developing various Korean cultural contents (K-culture) is necessary. Second, it is necessary to come up with a solution to over-tourism. Third, policies and administrative support related to the OTT platform are needed. Fourthly, the development of a Barrier-Free tourism sector is needed. Fifth, it is necessary to establish a sustainable tourism development governance system. In this study, we tried to analyze how the growth of the OTT industry affects consumers’ choice of tourist destinations and to derive implications for ways to revitalize tourist destinations exposed to the platform. With this study as an opportunity, a continuous activation plan and policy for the occurrence of screen tourism through the growth of the Korean OTT platform should be prepared.