The rise of a new tourism destination: How did Vladivostok become the closest Europe for Korean tourists?

Abstract

The purpose of this study was to investigate the emergence of Vladivostok, Russia, as a new tourism destination for Koreans from the perspective of a social construction of space. This study analyzed the process using two axes, one representing the discourse of development as a pull factor and the other representing the discourse of a region as a push factor. Vladivostok established a physical and institutional foundation to evolve into a new destination through investments by the Russian Far East development project beginning in the mid-2000s. Also pivotal were two bilateral agreements between Korea and Russia: the Open Skies Agreement (2012) and the Visa Waiver Agreement (2014). Vladivostok, with these practices, was advertised as a tourism destination through Korean travel agencies that realized the area’s potential after those changes. The promoted image of Vladivostok as “the closest European city to Korea” was reinforced socially through frequent exposure on reality television programs. By satisfying the expectations of tourists seeking new and unique places to visit, Vladivostok became a popular destination. This is how a place that was once perceived negatively develops a new image through changes in policy, institutional practices, and a revised sociocultural gaze, thereby revealing that the destination is socially constructed.