Struggle of Yangyang: Separating Surfing Destination from Online Misconceptions Regarding Flirtation
In the picturesque coastal county of Yangyang, South Korea, a community-led initiative is underway to combat misinformation and improve the region's tarnished reputation. The county, known for its scenic mountain ranges and Surfyy Beach, Korea's first private beach catering to surfing enthusiasts, has found itself unintentionally labelled as a "flirting hotspot" due to social media posts showcasing nightlife, beach parties, and provocative scenes.
These posts, which contrast sharply with Yangyang's official promotion as a natural and surfing destination, have led some tourists to hesitate visiting for family or quiet vacations. However, the county acknowledges that although bars and clubs with drinking and flirting exist, this does not represent the overall atmosphere of Yangyang, which remains peaceful and nature-centered most of the time.
A firsthand visitor expressed surprise at these social media images, noting that actual visits to Yangyang's beaches revealed a more tranquil environment than the provocative online portrayal suggested. The county's tourism stakeholders are now focusing on emphasizing Yangyang's identity as a surfing and natural scenery destination rather than a nightlife or "flirting" hotspot, countering the negative impact of misleading social media content on its tourism industry.
Lee, a professor of tourism at Hanyang University, suggests that to counter false online rumors, it's important for Yangyang to create content featuring authentic experiences from visitors to introduce the county's diverse attractions. A group of Yangyang residents, primarily from the restaurant and accommodation sectors, have formed to urge authorities to address false rumors about their hometown.
The group, led by Park, a Korean restaurant owner in Yangyang, has expressed embarrassment over the negative reputation of his hometown and the reluctance of companies to host events there. They have taken action by putting up a banner near Ingu Beach, urging people not to trust false rumors about the area and providing a QR code linked to their YouTube channel for more information.
Kim Jurak, an associate research fellow at the Korea Research Institute for Local Administration, emphasizes the importance of consistent regional branding to improve Yangyang's public image. He explains that space is socially constructed, and in tourism, a destination's success depends not only on physical and institutional infrastructure, but also on how people collectively perceive it.
International tourism, in particular, is shaped more by surrounding narratives than by reality, according to Kim Jurak. He suggests that Yangyang should focus on creating a catchy slogan, organizing festivals and events to attract visitors, and producing online promotional content in response to the wave of negative narratives.
In 2023, an anonymous user claimed a woman was sexually assaulted by foreign tourists at a surfing beach in Yangyang, but a police investigation later determined the claim was false. This incident further stigmatized Yangyang, with expressions such as "Avoid dating anyone who's been to Yangyang" becoming common on social media, reflecting the area's reputation as a target of online ridicule.
The decline in tourism in Yangyang is linked to its negative reputation, with the number of visitors in August 2021 down 10% from the previous year, while other areas in Gangwon Province saw an increase. Nightlife venues exist in every city, including Seoul and Jeju Island, and labeling the entire Yangyang region as a nightlife destination based on a few establishments is unfair, according to Park.
Grace Seo, a Korean American visitor, was surprised to find Instagram posts showing provocative behavior on Yangyang's beaches. However, she found that the beaches were not as provocative as the social media posts suggested, but there were some parties at beachside bars.
In summary, Yangyang is combatting negative online rumors affecting tourism by highlighting its natural attractions and clarifying that the party/“flirting” image promoted on social media is not representative of the area as a whole. The community-led initiative, focusing on authentic experiences, consistent regional branding, and the creation of engaging promotional content, aims to improve Yangyang's image and attract more tourists who seek a peaceful, nature-centered vacation.
The community-led initiative in Yangyang is also focusing on diversifying their online content to showcase their home-and-garden attractions and inviting travelers to experience the tranquility of rural Yangyang, beyond the coastal beaches.
In an effort to counteract the negative impact of misinformation, the group plans to organize travel-oriented events around the county, encouraging visitors to explore Yangyang's off-the-beaten-path destinations that reflect its picturesque lifestyle.
