Consumo afetivo: uma análise netnográfica do impacto no turismo doméstico brasileiro da onda Hallyu

Abstract

The success of the expansion of South Korean culture around the world, a phenomenon called the Hallyu wave, is mainly due to how South Korea invested in passive strategies for disseminating its culture using emotional marketing – through music, art, gastronomy, cinema and literature. These strategies proved to be successful, as they led those interested in this cultural niche to develop an emotional connection with what is consumed, influencing their consumption behavior. One of the forms that this behavior presents itself is tourism, since the physical manifestation of cultural elements in the form of consumable objects and experiences contribute to the solidification of the attractiveness of a destination from the tourist's point of view. That is, the representations and meanings of cultural elements of affection motivate people to visit places that concentrate Korean culture; thus the analysis of this theme being the goal of this paper. Following this logic, in addition to the bibliographical contextualization, a netnographic study was also carried out on the profile, behavior and consumption patterns of tourist consumers, which indicated that in fact these affective interests have an impact on the practice of tourism in places that manifest and concentrate this culture.