해양관광 비즈니스의 활성화를 위한 마케팅 전략

• 영문명: Marketing Strategies for Vitalizing Marine Tourism Business -Focusing on Marketing Activities for Removing Leisure Constraints-
• 발행기관: 한국해양비즈니스학회
• 저자명: 민웅기(Woong-Ki, Min)
• 간행물 정보: 『해양비즈니스』제23호, 69~92쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.12.31

영문 초록

Most of the marine tourism in Korean society can be said to be highinvolvement tourism that is taken lots of cost, time, and effort. For this reason, the marine tourism is failing to be vitalized yet compared to the advanced countries in the West. Accordingly, to overcome vulnerability in the process of this marinetourism business, the marketing activity needs to be attempted that can get over constraints available for being shown in the process of consumers' leisure activity. There is a need of allowing cultural capital necessary for marine tourism to be formed and of increasing involvement in marine-tourism resources by transmitting familiarity and prior knowledge to consumers through education for activity. Also, network system in sale and publicity needs to be implemented that can connect consumers who have interest in marine tourism. There is a need of establishing a market segmentation strategy in line with their characteristics by making social capital according to consumers' characteristics. Also, there is a need of developing tourism products and establishing a marketing strategy so that marine tourists can have several experiences with one-time visit by forming industrial cluster of surrounding marine tourism.

목차

Ⅰ. 서론

Ⅱ. 해양관광의 개념적 고찰

Ⅲ. 해양관광활동의 제약요인 극복을 위한 이론적 논의

Ⅳ. 해양관광 비즈니스 활성화를 위한 마케팅 전략

Ⅴ. 결론

참고문헌

키워드

해양관광 여가제약 마케팅 관여도 친밀성 문화자본 marine tourism leisure constraints marketing involvement familiarity cultural capital