Development of a Conceptual Model of Overtourism: A Case of Bukchon Hanok Village

Over the past decade, various social, policy, and academic approaches have been made to address overtourism. As overtourism is likely to impose even greater social costs in the future, this study aims to revisit existing discussions and reexamine overtourism as a multidimensional phenomenon. The study analyzes the current situation, media coverage, related policies, and previous research on Bukchon Hanok Village, the most prominent case of overtourism in Korea. Based on this analysis, a conceptual model of overtourism is proposed. The model categorizes overtourism into four dimensions: quantity, quality, speed, and culture, identifying the causes, consequences, and potential solutions for each. In terms of quantity, overtourism results from visitor numbers exceeding the physical carrying capacity, leading to deteriorating living conditions, infrastructure overload, and decreased tourist satisfaction. Regarding quality, failing to reinvest the economic benefits of tourism into the local community intensifies residents' opposition to tourism and diminishes the area's unique appeal. In the dimension of speed, overtourism causes rapid commercial and cultural shifts due to surging visitor numbers and skyrocketing rents. From a cultural perspective, overtourism stems from a lack of local experience in coexisting with visitors as well as the irresponsible behavior of visitors, which amplifies misunderstandings and conflicts among stakeholders. Based on this conceptual model, academic and practical implications are provided.