Korea places 10th out of 14 potential destinations in Asia for travelers from the U.S., China, Japan, and seven other countries planning vacations within the next two years, according to a study by Visa Card and the Pacific Asia Travel Association (PATA) performed from February 20 to March 2 of this year. Only 29 percent of the 5,050 survey participants said they would choose Korea.

Thailand, Hong Kong, and Japan were top destination choices, with 57 percent, 48 percent, and 47 percent of respondents saying they would like to visit those countries. Thailand was popular because of its "natural beauty," its "user friendly," and because the Thai people are thought to be friendly, too.

"Korea does not have a lot of culture and tourism infrastructure, its 'tour products' are expensive, and the language makes communication difficult," said Jang Seong-bin of Visa.

Most respondents were found to place a high degree of significance on a destination's environment and on the preservation of cultural assets. As many as 70 percent said they would be willing to pay more for tour products if the money goes to preserving the natural environment, cultural and historical sites, and in culture-related development funds.

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