Expectations of the 1988 Seoul Olympics: A Korean perspective

Recently, Korea has been preparing herself, on a scale unprecedented in her history, for the 1988 Seoul Olympic Games. The Olympics, more than just a sporting extravaganza, will offer Korea a chance to foster tourism growth and showcase recent economic achievements. This study was concerned with assessing the impacts of a mega-event. To assess perceived impacts, a group of high level Korean tourism professionals, members of the academic community, and mass media editors were surveyed in June 1987. Results from the survey, indicate that primary expectations for hosting the Olympics are an increase in international awareness of Korea as a tourism destination, a modification of Korea ’s present distorted image, and a strengthening of cultural values through the projection of a distinct Korean cultural image during the Seoul Olympics.