문화관광에서의 체험마케팅 활용방안 = The Experiential Marketing Strategy of Cultural Tourism

다국어 초록 (Multilingual Abstract)

The purpose of this study is to provide a strategic framework for cultural . tourism marketing with a new approach based on Experiential Marketing. Also, I would like to discuss the cultural tourists' expectation of the cultural tour and psychological preference factors in their experience at the tourist's destination.
The results from this analysis are described as follows:
First, cultural tourists show three characteristics; they are experts, high incomers and ones with high interest in learning and experience.
Second, marketing can be provided through the cultural tourism with contribution to the society. The cultural festival(for act) is advertised to the students and young people. For the cultural tourists who prefer Relate factors, marketers have to develope a communication program between tourists and residents/themselves. Marketers have to research the method of stimulating human physical five sense. Feel marketers have to provide romantic experiences or memories to the cultural tourists.
Third, the ultimate goal of Experiential Marketing is to create holistic experience that integrate individual experiences. Tourist satisfaction with various kinds of motivation can influence the whole fields of cultural tourism.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 조사설계
• Ⅳ. 분석결과와 논의
• Ⅴ. 결론
• 참고문헌
• ABSTRACT