지자체의 중국인 관광객 유치 전략

• 영문명: A Study on Promotion Strategy for Boosting Inbound Tourism in Provincial Governments: A Case of Promotion Strategy of Jeollabuk-do for Chinese Tourists
• 발행기관: 한국관광학회
• 저자명: 최영기
• 간행물 정보: 『관광학연구』제33권 제3호, 85~102쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

This study intend to devising marketing strategies for promoting Jeollabukdo as a travel destination in huge travel market of China. To achieve this purpose, a secondary data including tourism statistical data published by the government and web site have been used. Marketing goals and strategies to attracte Chinese travelers into Jeollabuk-do were suggested based on the analysis of tourism resources. The marketing strategies discussed in the study are as follows: 1) Pre-stage: A newly developed tourism brand was introduced to execute marketing strategies, 2) Stage 1: A strategy for utilizing tourism resources to draw more Chinese visitors to Jeollabuk-do, 3) Stage 2: A strategy for developing new tourism products for Chinese visitors, 4) Stage 3: A strategy for selling tourism products and providing human services.

목차

Ⅰ. 서론

Ⅱ. 중국의 시장환경 및 행동특성

Ⅲ. 전라북도 유치여건 및 잠재력 분석

Ⅳ. 중국인 관광객 유치전략

Ⅴ. 결론

참고문헌

키워드

유치 전략 자원화 전략 상품화 전략 판매 전략 인적서비스 전략 Marketing strategies Strategy for utilizing tourism resources Strategy for developing new tourism products Strategy for selling tourism products Strategy for providing human services