• 한국콘텐츠학회논문지
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• 제12권12호
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• pp.439-446
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• 2012

본 연구는 골프관광 동기가 골프장 선택속성 및 만족, 행동의도에 어떠한 영향을 미치는지 알아보고자 하였다. 이를 위해 중국 골프장을 방문한 한국관광객을 대상으로 설문지를 이용해 연구를 진행하였다. 연구결과는 다음과 같다. 첫째, 골프관광 동기는 골프장 선택에 유의한 영향을 미치는 것으로 나타났다. 둘째, 골프관광 동기는 만족 및 행동의도에 유의한 영향을 미치는 것으로 나타났다. 이를 통해 첫째, 중국을 방문하는 골프관광객의 골프장 선택을 위한 새로운 마케팅 전략을 위한 자료를 제시할 수 있었다. 둘째, 골프관광 동기에 따른 만족 및 행동의도를 향상시킬 수 있는 마케팅 전략에 대해 제시할 수 있었다.

• 한국유통학회:학술대회논문집
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• 한국유통학회 2006년도 춘계학술대회 발표논문집
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• pp.73-101
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• 2006

중국 경제의 눈부신 성장에 따라 아웃바운드 관광도 세계적으로 가장 빠른 속도로 성장하였다. 성장잠재력이 무궁한 중국 아웃바운드 관광시장을 앞두고 세계 각국의 경쟁이 점점 치열해지고 있다. 이와 같은 상황에서 중국 아웃바운드 관광시장에 대한 이해와 효과적인 관광객 유치전략 개발이 한국 관광업체에게 아주 중요하다. 따라서 본 연구는 먼저 중국 아웃바운드 관광시장과 중국인 방한 실태 고찰을 통해서 인구, 정치, 경제, 문화, 소비자, 경쟁자 등 환경요소를 조사하였다. 그 다음에 SWOT분석을 통해서 한국 관광업체에게 주어지는 기회와 위협, 한국 관광업체에서 가지고 있는 감점과 약점을 파악하였다. 그리고 SWOT분석 결과에 따라 중국 관광객 유치를 위한 마케팅 전략을 제시하고, 마케팅 전략에 있어서 유통업의 역할을 제시하였다.

• Journal of Smart Tourism
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• 제1권3호
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• pp.31-44
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• 2021

The emergence of the digital economy and easy accessibility to Web 2.0 tools has seen an expansion of the influencer ecosystem within the travel and tourism industry. Founded on the principles of reference groups and peer reference there is a growing trend amongst industry practitioners who are now opting to move away from many of the traditional approaches used to market their products and services and are instead taking advantage of the concept of e-word-of-mouth (eWOM). Whilst there is a growing body of academic literature addressing the notion of influencer marketing, there is little understanding of influencer marketers themselves. Consequentially, this study addresses this gap in the literature through the quantitative examination of those who promote products, services, or companies by distributing eWOM through their online digital channels and presence; otherwise known as travel influencers. A quantitative research approach involving an online survey yielded 255 responses from travel influencers. The research findings indicate that those who work in this field prefer not to be awarded the label "travel influencer," focusing instead on their specific method of influencing, such as blogging and vlogging or sharing Instagram updates. The research also demonstrates how the new influencers have a strong role in generating travel urge and desire. The research contributes to the wider body of academic literature and travel industry practitioners by establishing the general profile of influencers and their increasingly specialized role in tourism and hospitality marketing.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.1043-1053
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• 2021

The purpose of this research is to investigate the impacts of gen-Z's perception of consumer-generated content on social media on their travel intention with the mediating role of travel motivation push and pull. An online questionnaire survey of a total of 369 samples was conducted with the participation of gen Z in the most important cities across Vietnam. The model was analyzed using Structural Equation Modeling (SEM) using AMOS program 22 to investigate model relationships and all hypotheses are significant. The findings indicated that gen Z values the usefulness of social media and they use social media for knowledge-seeking (push factor), and this leads to their intention to visit a destination. SEM analysis also reveals that gen Z tends to use social media to find accessibility to any destinations and they are motivated highly with destinations that have clear and easy access, for example, no visa requirement or neighboring destinations. As the result, they have better intentions to visit these destinations. This research will help marketers, especially marketing specialists to gain a better understanding of gen Z, thus implement better marketing techniques to target gen Z.

• Journal of Smart Tourism
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• 제1권4호
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• pp.31-42
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• 2021

Commercial space tourism is being developed and this trend is expected to continue and accelerate. Although opportunities and threats of space tourism attracted the interest of academia, literature on potential demand, attitudes and people's motivations for space tourism is scarce. In this context, this paper investigates young generations' interest and motivations towards different forms of space tourism. The cluster analysis on 2,207 respondents highlighted an interest in space tourism although motivated by different reasons, levels of budget and sustainability aspects. Interest in space tourism varies according to how far it is perceived as potential, possible or sustainable, or to people's personal feelings. The paper adds to contributions in the tourism field by investigating the opportunities space can offer this industry.

• 통상정보연구
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• 제14권2호
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• pp.121-145
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• 2012

본 연구는 외국인 관광객을 유치하기 위하여 처음으로 MPR이론(marketing PR theory)을 적용하여 브랜드이미지 구축을 시도하였다. 최근 각 지방자치단체들이 새로운 성장동력의 산업으로 관광상품(tourism service products)에서 찾고 있기 때문에 국내외적으로 격심한 경쟁에 직면해 있다. 따라서 본 연구에서는 "충남관광"만의 지역관광 브랜드이미지를 구축하기 위하여 현재 실행하고 있는 다양한 국내외 홍보현황과 과제를 분석한 후 BLC모델과 GRID모델을 확장시켜 "충남관광"의 브랜드이미지전략을 모색하였다. 그 연구결과로서 외국인들에게 "충남관광"의 한정된 브랜드 이미지를 새롭게 재포지셔닝(repositioning)함은 물론 구체적인 실행 방안들을 도출하였다. 첫째, 충남의 각 관광상품별 브랜드주기(brand life cycle: BLC)에 따라 브랜드 인지홍보, 이슈홍보, 애호도 홍보 등의 전략이 필요하다. 둘째, 관광상품별로 현재의 포지셔닝(B, C, D 영역)에서 A영역으로 재포지셔닝을 유도할 수 있는 MPR전략이 요구된다. 셋째, '충남관광'이라는 관광브랜드 이미지 구축에 일조할 수 있는 부가적인 MPR전술들도 실행되어야 한다. 이와 함께 고려되어 할 사항은 잠재 외국인 관광객들에게 '충남관광'을 체험해야 할 이유와 환경을 구축하는 것이 필요하며, 기존 관광객들에게는 신뢰와 공감을 갖도록 지속적인 관계형성을 위한 전략적 소셜미디어(SNS) 홍보가 요구된다.

• International Journal of Computer Science & Network Security
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• 제22권5호
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• pp.154-162
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• 2022

Digital marketing tools are actively used in managing the development of park and recreation complexes to familiarize the population with the objects of natural heritage. This article aims to empirically evaluate digital marketing tools for popularizing the park and recreational complexes. The methodology was based on the concept of ecosystem value of park and recreation complexes as a natural heritage site. These methods included: identifying and selecting websites with information about park and recreation complexes in Slovakia and Ukraine. structural analysis of the main channels of online details about natural parks. Assessing the current state of online identity of the studied sites from the perspective of Internet users. The results indicate that to manage the development of park and recreational complexes developed their driven official websites in the Internet space, on which sections structure the information with the allocation of data on tourism and recreational potential. The article identifies additional digital marketing tools for managing the development of park and recreation complexes, particularly social networks and tourist websites. There is a sufficient amount of information about tourist recreation sites within these natural parks and tourist routes. Among the main problems of the websites: the information on the websites is entirely textual, there is a lack of sufficient data on social networks, despite the created official pages, there is no video content, which was more attracted tourists and visitors, allowing a visual assessment of the tourist potential; there is a problem of many communication channels to present the natural heritage of the countries. The research proves that the website is the primary and most common digital marketing tool for natural heritage, structuring information about tourism potential and recreation.

• 한국콘텐츠학회논문지
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• 제5권5호
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• pp.202-210
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• 2005

지방자치단체의 관광정보 웹사이트는 정보의 갱신 및 시의적절한 관광정보 공급에 있어 비효율적으로 운영되고 있으며, 관광정보 웹사이트도 체계적이지 못하다. 공공 관광 웹 사이트의 성공적인 운용은 공공성의 유지와 웹 사이트의 지속가능성을 동시에 성취할 수 있는 전략을 수립하는 것이다. 이러한 전략을 위해서는 관광객의 동기와 관광정보검색의 태도에 미치는 영향을 파악하여야 한다. 따라서 본 연구는 관광동기가 정보검색에 미치는 영향을 파악하기 위하여 정보검색모형을 제시하고 이를 실증적으로 분석하고자 한다. 분석결과는 따르면, 활동형 동기는 목적형 정보, 즉 레저/편의시설, 교육/기능성 정보의 중요성에 정(+)의 효과를 가지며, 탈출형 동기는 기본정보의 중요성에 정(+)의 효과를 가진다. 이러한 결과는 관광동기에 따른 검색정보의 상이함으로 인하여 관광목적지 선택에 적용할 수 있는 전략 수립에 한계가 있으며, 관광정보시스템은 목적형 정보를 구조화함으로써 활동형 관광동기 관광객들을 관심집단으로 조직화하는 방향으로 개선되어야 할 것으로 나타났다.

• 마케팅과학연구
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• 제16권4호
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• pp.75-95
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• 2006

This study attempted to determine the influence of organizational structure on the novelty preference for corporate meeting destination choice. The three dimensions of structure incorporated were formalization, centralization and complexity. A total of 75 corporate meeting planners drawn from public listed services organizations were involved. The main method of data collection was questionnaire survey and multiple regression analysis was employed as the main statistical technique. The results revealed that both formalization and centralization were negatively correlated with novelty preference while complexity was positively correlated. However, only complexity contributed significantly to the prediction of novelty preference for corporate meeting destination choice. The main implication of this study is pertaining to the segmentation and targeting of the corporate meeting market. This study helped in bridging the gap between tourism marketing and organizational research. It also contributed by developing the measurement for novelty preference from the context of experiential marketing.

• 한국조리학회지
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• 제4권
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• pp.347-367
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• 1998

It is difficult to make which customers want in restaurant industry because of IMF situation. Therefore, utilization of service marketing is needed by best effect through least investment in restaurant industry. The background of restaurant industry is not directly related to the improvement of tourism industry. We should give a hand to tourism and restaurant industry by holding international events. so the way of thinking among people is changing. And importing of famous foreign brand and opening shops are accellerating the improvement of tourism and restaurant industry. In this perspective, improvement factors of restaurant industry are as follows : the increase of pst time, the increase of disposable income, the increase of woman's having jobs and double income, requirement of people about health food, the increase of nuclear family, and the change of viewpoint among people. This restaurant industry is service industry, and it sells invisible service except the aspect of selling menu. In addition, in terms of menu, price reduction strategy should be done by cost reduction and restructuring. The ultimate purpose of marketing is to increase sales and to do this we should increase the number of customers in shops. That means we should create new customers and try to attract customers who used to be regular in the shops. Therefore, the demonstration of management ability and positive reaction is really needed. So the most important things in marketing are as follows: proper strategy for double consumption, increasing the number of customers through new specific menu, menu life cycle according to menu item, menu development by considering customer, making recipe, enhancement of product quality and cost reduction by customer's opinion. We should concentrate on national menu first, and try to develop menu for international market. It is absolutely needed that we set up the menu product strategy through menu marketing with various products and constant study related to menu marketing is to be done.