1. travel
2. vacation rentals

 A recently completed survey by David Binder Research1 indicates that 81 percent of South Koreans support allowing short-­‐term rentals in the country, while just 14 percent oppose. Results also indicate that four out of five South Koreans support Airbnb, largely due to its potential to bring tourism money into local communities, and create a new and different type of tourism. South Koreans also say arguments about Airbnb’s potential to facilitate a more authentic cultural experience for tourists, and provide opportunities for hosts to learn more about different cultures are convincing reasons to support it. 1. South Koreans overwhelmingly support allowing short-­‐term rentals to be legal. After hearing a brief description of short-­‐term rentals, South Koreans overwhelmingly support allowing residents to temporarily rent out their homes, as well as rooms in their homes. Over four out of five (81 percent) say that they support legally allowing South Koreans to rent out houses, apartments, and single rooms to visitors looking for a place to stay temporarily, while just 14 percent say they oppose. Support for Short-­‐Term Rentals Short-­‐term rentals are houses, apartments, or single rooms that people can rent out to visitors who are looking for a place to stay temporarily, for a fee. Do you support or oppose allowing short-­‐term rentals to be legal in Korea? SUPPORT OPPOSE DON’T KNOW 81% 14% 5% 1
rd
David Binder Research conducted a survey of 600 representative South Korean residents. The survey was conducted online from March 23 to th
April 7 , 2015. The survey is representative of the population of South Korea by age, gender, and other demographic groups. The survey has an overall margin of error of 4.0%. ____________________________________ DBR South Korea Survey Research Results April 9, 2015, Page 1 2. South Koreans also overwhelmingly support allowing short-­‐term rentals in officetels In addition, over four out of five South Koreans (83%) percent say they support allowing residents to temporarily rent out rooms in officetels, while just 14 percent oppose. Support for Short-­‐Term Rentals in Officetels Short-­‐term rentals are houses, apartments, or single rooms that people can rent out to visitors who are looking for a place to stay temporarily, for a fee. Do you support or oppose allowing short-­‐term rentals in officetels? SUPPORT OPPOSE DON’T KNOW 83% 14% 3% 3. South Koreans support Airbnb. After being introduced to a brief description of Airbnb as a “website which allows people to rent out their living spaces to visitors looking for a place to stay,” more than four out of five (81%) South Koreans say that they generally support Airbnb. Only 12 percent say that they oppose Airbnb, with the remainder unsure. Support for Airbnb Airbnb is a website which allows people to rent out their living spaces to visitors looking for a place to stay. Whether it is a single room, apartment, or house, people can post online that their living space is available to rent for a fee. People who are traveling can look at the website to find available living places at their destination. Just in general, do you support or oppose Airbnb? Support 81% Oppose 12% Don’t know 7% ____________________________________ DBR South Korea Survey Research Results April 9, 2015, Page 2 4. South Koreans believe Airbnb brings tourism money to local communities, and ushers in new and innovative type of tourism. After only seeing the brief description outlined above, 77 percent say that, “Airbnb brings tourism money into local communities that wouldn’t otherwise see it.” This means that more than three out of four understand the economic benefits that Airbnb provides for areas of South Korea that have traditionally not benefited from tourism dollars. Results also indicate that South Koreans understand how Airbnb creates a different type of tourism, which helps communities that do not always benefit from tourism. Nearly than four out of five (79%) say that, “Airbnb creates a new and different type of tourism.” This overwhelming majority understands that Airbnb is driving innovation in the tourism industry. Airbnb Attributes DESCRIBES DOES NOT DESCRIBE Airbnb creates a new and different type of tourism 79% 17% Airbnb brings tourism money into local communities that wouldn’t otherwise see it 77% 20% 5. The majority of Koreans find cultural exchange and sharing ideas across cultures as convincing reasons to support short-­‐term rentals. The majority of South Koreans (57%) say that facilitating a different type of tourism that provides guests with a better and more authentic cultural experience is a convincing reason to support short term rentals. Similarly, 54 percent say that they are very convinced by the argument that short term rentals benefit hosts by exposing them to new cultures and ideas from visitors, and building connections and friendships across cultures.” Benefits of Airbnb Percent Convincing Short-­‐term rentals facilitate a different type of tourism. It provides guests with a better and more authentic experience, allowing guests to experience Korea as a local and learn more about the culture. 57% Short-­‐term rentals expose hosts to new cultures and ideas from visitors, and builds connections and friendships across cultures. 54% ____________________________________ DBR South Korea Survey Research Results April 9, 2015, Page 3 Methodology A countrywide survey was conducted from March 23rd to April 7th with a representative sample of 600 South Koreans countrywide. The margin of error is 4.0%. This means that there is a 19 in 20 chance that the results in this survey represent all South Koreans within 4.0%. The survey was conducted online with a cross-­‐section of online respondents to ensure that the sample is demographically representative of the Korean population. This survey represents the broadest representation of the full diversity of South Koreans of all ages, geographies, and other demographic groups. David Binder Research David Binder Research (DBR) is a leading research firm with thirty years of experience conducting large-­‐
scale public opinion research projects for governments, corporations, small businesses, nonprofits, political parties and campaigns, and other organizations. DBR currently conducts research for a diversity of recognized clients including President Barack Obama. ____________________________________ DBR South Korea Survey Research Results April 9, 2015, Page 4