'Overcharging' Controversy Threatens Tourist Destination Image
Foreign Tourists Also Complain... "Know Your Limits"
Experts Say "Festivals Are Part of Local Infrastructure... Local Governments Must Take Action"
Domestic tourist attractions are suffering from a series of 'overcharging controversies.' There are concerns that the tourism industry, a key driver of local economic growth, could be undermined.
The controversy was sparked by the KBS2 variety show '1 Night 2 Days' aired on the 4th. The cast visited a traditional market in Yeongyang-gun, Gyeongsangbuk-do, and purchased old-fashioned snacks, but the vendor demanded 70,000 won per bag.
Viewers who watched the broadcast immediately raised their voices, calling it "excessive overcharging." Social media, community boards, and even the Yeongyang-gun official website were flooded with complaints, eventually leading to an official apology from both the county and the market vendor.
The issue of 'overcharging' by some vendors in domestic tourist spots and traditional markets has long been notorious. The case shown on '1 Night 2 Days' served as a catalyst that ignited the accumulated anger of consumers.
A bigger problem is that overseas tourists are increasingly sharing their experiences of being overcharged at Korean tourist sites. Recently, a Japanese YouTuber who visited the 'Hampyeong Butterfly Festival' posted a video expressing surprise at the absurdly high market prices.
After the video was released, netizens responded with comments such as "Korean vendors have no sense of moderation," "With this money, you might as well travel to Europe; why go there?" and "They complain about no tourists coming to the festival while acting like this."
Entire Regions 'Stigmatized' by Some Overcharging
Overcharging may be the problem of a few vendors, but its impact affects the image of the entire event venue. Especially now, with the internet allowing anyone to access detailed information about specific tourist spots, even a few vendors causing trouble can lead to a 'stigma' being attached.
This is why there are concerns that if the recurring problem of overcharging at tourist sites is not addressed promptly, the local economies in Korea could be at risk.
European tourism powerhouses, which experienced overcharging issues earlier than Korea, faced similar problems. In 2012, a Russian tourist couple in Venice, Italy?famous as the 'City of Water'?paid a staggering 400 euros (about 600,000 won at the time) for a 50-minute gondola ride, five times the normal price of 80 euros.
The couple later posted on Facebook, "We left Venice with a bitter heart and vowed never to return," which quickly drew global attention and damaged Venice's city image.
Recognizing the seriousness of the situation, the then-mayor of Venice immediately expressed regret and promised to prevent recurrence. Local newspapers featured the incident on their front pages, urging gondoliers to self-regulate. Today, Italy’s local governments, police, and private merchant associations cooperate closely to crack down on vendors demanding excessive fees.
"Local Events Are Also Regional Infrastructure... Local Governments Must Take Active Measures"
Experts suggest that active efforts by local governments are necessary to prevent overcharging by some vendors in Korea as well. Professor Eunhee Lee of Inha University’s Department of Consumer Studies said, "Many local events and festivals receive support from local government budgets, which come from taxpayers in the region. It is unacceptable that infrastructure created by local residents suffers damage due to some itinerant vendors or troublemakers."
Professor Lee emphasized, "Local governments have a certain obligation and right to actively manage and ensure that some vendors do not demand excessive service prices. This is also important for sustainable local events and regional economic growth."
She added, "If local government personnel alone cannot manage the entire event venue or festival, operating a participant reporting system could be considered. A system where consumers report vendors who overcharge, or a similar complaint board, could also be implemented."
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