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7. TRADE IN SERVICES I. Analysis on Current Situation and Potential Benefits -- II. General Recommendations and Specific Concerns II. General Recommendations and Specific Concerns To
induce tourists from Korea, the first thing to bear in mind is that there are
still highly nationalistic groups, consumers’ associations, and even
governmental influence that deters people from going abroad while the country is
in economic depression.
TABLE
9 shows that the number of Korean tourists going
abroad has increased gradually, but plummeted in 1998 (17 at X axis in the
table), when there was a financial crisis. During that period, the Korean
government embarked on a travel austerity campaign and imposed a prohibition on
tour operators established in Korea from advertising tour programs abroad. Tour
operators were also confronted with unexpected tax investigations.
Demonstrations took place at the airport aiming at persuading Korean passengers
not to leave the country for pleasure.[1] Thus,
it is strongly recommended that the Chamber take some measures to ease this
antipathy. First of all, the Chamber has to send representatives of Chilean
tourism agencies to Korea and try to persuade them that tourism to Chile would
also increase Korean export to Chile by familiarizing Koreans with Chileans. Chilean
tourism agencies and related governmental institutions also have to advertise
Chilean tourist goods as well as Chile itself.
Lower prices—including relatively lower airline fare compared to the
distance—and beautiful scenery are to be emphasized in advertisement.
Advertisements will help familiarize Koreans with an unknown country, Chile. Advertisement
is necessary not only for elimination of the general Korean concept that Chile
is an unfamiliar, remotely located country, but also for moderation of antipathy
on consumption in tourism abroad. Thus, negotiators also have to consider this cultural
barrier and the fact that Korea is a highly nationalistic country. Stakeholders
who represent different interests and values in Korea might turn out to be an
important obstacle for achieving the FTA itself. [1] The European Commission, Market Access Sectoral and Trade Barriers Database. Back to Top |
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