Jaeyeon Choe

The Korean ‘Minbak’ as an environmental bubble: motivations, experiences, and the paradox of cultural immersion among Korean travellers

This study examines Korean travellers’ use of Minbaks (Korean guesthouses) in Europe, introducing the ‘pulsating bubble’ framework that challenges static conceptualisations of environmental enclaves. Through netnography of 192 Korean travel blogs (2023–2025), we demonstrate that...