Title: Analysing outbound travel preferences and motivations of South Korean tourists, especially to India from the perspective of Korean travel professionals

Authors: Geetika Agrawal; Vikas Madhukar; Ruchika Kulshrestha

Addresses: Amity Business School, Amity University, Haryana, 122413, India ' Faculty of Management Studies, Amity Business School, Amity University, Haryana, 122413, India ' Institute of Business Management, GLA University, Mathura, 281406, Uttar Pradesh, India

Abstract: The paper explores Korean travel agents' perspectives on changing outbound travel trends among South Koreans, with a focus on India. Using convenience and snowball sampling, the researcher interviewed 10 travel agents catering to India's market. Data was collected through semi-structured questionnaires and face-to-face discussions. Content analysis method was adopted with multiple case studies to provide insight on outbound choices for Korean travellers visiting overseas, especially to India. Study shows that Koreans rely on travel agents to visit India and also use websites like Daum and Naver for information. Positive perceptions include Indian hospitality and friendliness, but challenges remain in accessibility, Korean-speaking guides, Korean food availability, infrastructure, and women's safety. The study highlights travel agents' expectations from India's Embassy and Ministry of Tourism, including a dedicated tourism office in Korea, familiarisation tours, stronger advertising, targeted campaigns, and promotion of new destinations such as Ladakh and South India alongside the golden triangle.

Keywords: outbound travel; travel trends; Korean travel industry experts; motivations to travel to India.

DOI: 10.1504/IJTP.2025.149774

International Journal of Tourism Policy, 2025 Vol.15 No.5, pp.412 - 425

Received: 03 Jul 2023
Accepted: 13 Aug 2024
Published online: 12 Nov 2025 *

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