THE ROLE OF SOUTH KOREAN GOVERNMENT IN ATTRACTING THE VIETNAMESE TOURISTS BY TAKING ADVANTAGE OF HALLYU’S POPULARITY IN VIETNAM (2017 – 2019)

Abstract

Hallyu is the phenomenon of South Korean culture popularity throughout the globe. Culture is a good tool to gain the international society’s heart and mind because culture is very attractive, persuasive and seductive. South Korean government use its cultures to achieve its national interests by spreading influences on societies throughout the world. In spreading the South Korea’s soft power through its culture, the government itself give the totality of supports. One of the governments’ effort in supporting spreading Hallyu is establishing the particular cultural institutions. The purpose of this study was to analyzing on how did the government of South Korea play its roles in attracting the Vietnamese tourists by taking advantage of Hallyu’s popularity in Vietnam in the form of Korea’s policies, South Korea – Vietnam cooperation on tourism, exhibitions and festivals. The research method used in this study was qualitative research analysis through the primary data observations with the formal institution under the Ministry of Culture, Sport and Tourism of South Korea such as Korea Tourism Organization (KTO) and secondary data from the old-researches based on the variable. While the theories used in this study which are the theory of soft power, cultural diplomacy. these theories used in this study to analyzing that the South Korean government plays an important role in implementing the Korea’s cultural diplomacy to gain more the Vietnamese tourists visit South Korea. The government of South Korea did the strategy and effort to support the Hallyu spreading throughout the world, one of them is Vietnam. The high of enthusiasm of Vietnamese people towards Hallyu makes the South Korean government take the advantage to attract more Vietnamese tourists to visit South Korea.