국가 이미지 확립 및 개선을 위한 문화관광 마케팅 커뮤니케이션 전략 = Marketing Communication Strategy for National Image Building and Modification in Culture & Tourism

다국어 초록 (Multilingual Abstract)

First, this study reviewed the present and future of world tourism industry. Based on the review of the present status of world tourism industry, the future of tourism industry in Korea can be predicted very optimistic. Second, the theoretical background on tourism marketing communication was reviewed. Tourism marketing communication should be based on the analysis of the strength and weakness as a destination. Third, this study reviewed several cases on tourism marketing communication. These cases can be utilized in tourism marketing communication for Korea`s national image building and modification. Founded on the research results, several strategic implications can be provide. First, considering the reveivers in tourism marketing communication, consumer market-focused marketing communication should be planned and domestic tourists should not be disregared relative to foreign tourists. Second, focusing the stragety manager, local government should lead Korea`s tourism marketing communication and culture institution should cooperate with central and local government. Third, tourismm marketing media and message should be selected and made for promoting long-term and new image building.