방한 외국인 관광객의 K-뷰티 경험 연구 동향: 향후 연구 과제 = Research Trends in K-Beauty Tourism among Foreign Visitors to Korea: Future Research Agenda

다국어 초록 (Multilingual Abstract)

K-Beauty services have emerged as a core driver of experiential tourism among foreign visitors to Korea. Positioning K-Beauty consumption as a derivative of Hallyu content interest, existing studies implicitly adopted the Korean Wave (Hallyu) ripple effect framework. Since this framework was not designed to explain K-Beauty as an independent tourism motive, there are structural gaps in the current literature. Our study reviewed seven key papers selected from 339 deduplicated studies identified from Research Information Service System (RISS) to systematically diagnose these gaps. We followed PRISMA guidelines and quality assessment criteria adapted from the Mixed Methods Appraisal Tool (MMAT). We categorized the selected papers into three perspectives: (i) tourism motivation and constraints, (ii) consumer perception and marketing, and (iii) post-experience behavioral intention. Our analysis revealed common blind spots across all the three perspectives. We did not find any study that either addresses the pre-visit stage or empirically distinguishes K-Beauty service as a primary inbound motivation from incidental consumption among Hallyu-driven visitors. We propose three future research agendas: ① empirical verification of K-Beauty services as motive for independent inbound tourism, ② examination of social networking service (SNS) content types and their influence on pre-visit intention, and ③ construction of an integrated consumer journey model. Results from our study provide a foundation to reframe K-Beauty services as an autonomous inbound tourism category. Accordingly, we suggest future research in this field.