A Study on the Revitalization Strategies of the Sports-Cation Industry in South Korea
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This study aims to define the concept of “sports-cation” and to develop strategies for revitalizing the sports-cation industry in South Korea. Employing a multi-method research design that includes literature review, international case studies, and expert interviews, the study examines the potential and challenges of the emerging sports-cation sector. The literature review clarifies key concepts and theoretical underpinnings, while the case studies highlight successful international models. Interviews with nine experts in sports tourism and regional development provide practical insights. Five core strategies emerged: (1) the necessity of governmental and municipal policy support, including sports tourism zones and tax incentives; (2) modernization of infrastructure and adoption of smart technologies; (3) differentiated marketing strategies to build a recognizable brand; (4) community collaboration for regional economic linkage; and (5) implementation of sustainable, ESG-compliant models. This study contributes to foundational policy discussions and practical planning for the development of South Korea’s sports-cation industry.
Abstract
This study aims to define the concept of “sports-cation” and to develop strategies for revitalizing the sports-cation industry in South Korea. Employing a multi-method research design that includes literature review, international case studies, and expert interviews, the study examines the potential and challenges of the emerging sports-cation sector. The literature review clarifies key concepts and theoretical underpinnings, while the case studies highlight successful international models. Interviews with nine experts in sports tourism and regional development provide practical insights. Five core strategies emerged: (1) the necessity of governmental and municipal policy support, including sports tourism zones and tax incentives; (2) modernization of infrastructure and adoption of smart technologies; (3) differentiated marketing strategies to build a recognizable brand; (4) community collaboration for regional economic linkage; and (5) implementation of sustainable, ESG-compliant models. This study contributes to foundational policy discussions and practical planning for the development of South Korea’s sports-cation industry.