Exploring the formation process of cultural sustainability of New Hallyu tourism: A grounded theory approach

This study explores the formation process of cultural sustainability of New Hallyu (Korean Wave) tourism by applying Strauss and Corbin’s grounded theory methodology. The literature review examines the concept of New Hallyu and its connection to New Hallyu tourism and cultural sustainability. In the primary data collection phase, 14 stakeholders with expertise in the subject were selected through purposive and snowball sampling for in-depth interviews. Secondary data were collected from extensive domestic and international sources. Data collection and analysis were conducted concurrently. Primary and secondary data were systematically compared, and their key information and ideas were classified through open, axial, and selective coding. The open coding yielded 76 concepts, 18 subcategories, and 6 categories. Through axial coding, a paradigm model demonstrating the relationships between categories was developed. The results identified ‘Perception of New Hallyu tourism potential’ as the causal condition, ‘Dynamics of New Hallyu tourism’ as the central phenomenon, ‘Establishment of New Hallyu tourism identity’ as the contextual condition, ‘Roles among stakeholders’ as the intervening condition, ‘Market competitive advantage of New Hallyu tourism’ as the action/interaction strategy, and ‘Formation of cultural sustainability in New Hallyu tourism’ as the consequence. This study presents academic and policy implications and suggests the need for future research on foreign visitors' perspectives.