Overseas Korean Studies Programs as Public Diplomacy: An Empirical Analysis of Tourist and Student Inflows

This chapter investigates the impact of South Korea’s public diplomacy on its soft power, employing Nye’s framework. The hypothesis posits that adeptly executed public diplomacy should enhance soft power, making South Korea a more attractive destination. Despite this plausible relationship, the literature lacks a systematic examination. Using a gravity model of the foreign tourists and student inflows into South Korea, this chapter addresses these gaps and shows the relationship between overseas Korean studies programs, South Korea’s public diplomacy practices, and South Korea’s softer power. The empirical findings reveal a substantial correlation between the implementation of Korean Studies programs in a given nation and subsequent increases in inbound tourism and the enrollment of foreign students from that country in South Korea. This chapter contributes to understanding the nuanced dynamics between public diplomacy and soft power, emphasizing the role of educational and cultural initiatives in shaping perceptions and attracting international interest.