Impact of ‘Be My Korea’ Digital Campaign on Tourism: Engagement and Cost-Benefit Analysis

This study examines the impact of Arirang TV’s Be My Korea digital campaign on promoting South Korean tourism. By integrating data from 3,077 participants, big data analytics, and cost-benefit analysis, the study explores how digital media influences viewer engagement, awareness, and tourism intentions. The findings reveal that campaign videos significantly increased interest in visiting Korea, with YouTube demonstrating the highest engagement rates. A cost-benefit analysis confirmed the campaign’s financial effectiveness, showing positive returns on investment through increased tourism revenue. While Seoul attracted the most visitors, the study highlights the importance of promoting less-visited regions to ensure balanced and equitable economic benefits. This research provides actionable insights into enhancing digital media strategies to shape Korea’s tourism image and drive sustainable regional development.