외국인 관광객 유치를 위한 한국관광의 국제관광과 관계마케팅 전략에 관한 연구

다국어 초록 (Multilingual Abstract)

The present time, we acknowledge that tourism will be the most important industry in the world in 21century, Therefore, we have do our best to develope tourism.
An image of the nations for destination for travel affects to choosing a tourist attraction of traveler,an intention for revisit and the knowldege of the circumference to the tourist attraction so, it is the best primary factor to decide potential power to develope toursim.
Besides, publicity activity of nations display a effective value to induce toruism demand and increase the image of nations.
Aconcept of relationship marketing has an object to pursue long term result of marketing system through managing relationship between company, customer and administration.
The point of relationship marketing is to manage and maintenance the customer. Therefore, relationship marketing is the new way of marketing to manage and maintenance the customer.
I want to suggest a way to develope the effect of revisit and mouse to mouse through immersion of foreign tourists for Korean tourism.
First, now, we have just one kind of tourist product for foreign tourists such as shipping food and culture som we have to make total tourist product. Such as, shopping＋culture, shopping＋food＋leisure.
Second, we have to increase the image of Korean tourism by the image product development for overseas market.
Third, we must try to develope new Korean package tourist product.
Fourth, we have to pursue the diversity of tourist product and rationslization of price for tourist product to get the good position for tourist market more than another country but it is not low price and quality of product for customer.
Fifth, we have to try that tourist employee get new service mind, basic service education and importance of service.
Sixth, we need new marketing strategy for shopping that good point of Korean tourism. such as, quality and price of that largest east gate market, and Korean traditional market are best to Janpanese tourists. so, we have to marke new strategy for four-season shopping paradiese.
Finally, we want to that Korean tourist market is increased more thatn another country to be that, we have to our best service for foreign tourists, to make new strategy, and to make many kids of tourist product.

목차 (Table of Contents)

• 목차 = 0
• 제1장 서론 = 1
• 제1절 연구의 배경과 필요성 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 방법과 범위 = 4
• 제2장 국제관광과 관계마케팅에 관한 이론적 고찰 = 5
• 제1절 국제관광과 관광 마케팅 = 5
• 1. 국제관광의 의의 = 5
• 2. 국제 관광의 특성 = 7
• 3. 국제 관광의 정의 = 9
• 4. 관광마케팅의 특성과 기능 = 14
• 제2절 국제관광 마케팅의 이론적 고찰 = 15
• 1. 해외 관광객의 행동특성에 관한 이론 = 16
• 2. 해외 관광객의 의사결정행동 = 20
• 제3절 관계마케팅에 관한 이론적 고찰 = 23
• 1. 관계 마케팅의 개념 = 23
• 2. 관계마케팅의 특성 = 26
• 3. 관계마케팅 도입의 필요성 = 28
• 4. 관계마케팅에 관한 이론적 고찰 = 30
• 1)관계 활동 변수 = 30
• 2)관계의 질 = 36
• 3)몰입, 구전, 재방문 의도 = 39
• 5. 관계 마케팅에 관한 선행연구 = 42
• 제3장 실증분석 = 54
• 제1절 연구설계 = 54
• 1. 연구 모형 = 54
• 2. 가설의 설정 = 54
• 제2절 조사설계 = 55
• 1. 조사의 범위 = 55
• 2. 조사방법 = 55
• 3. 설문지의 구성 = 56
• 4. 변수의 설정 및 신뢰도 검증 = 58
• 제3절 실증분석의 결과 = 61
• 1. 일반적 특성 = 61
• 2. 빈도분석 = 62
• 3. 회귀 분석에 의한 연구가설의 검증 = 67
• 제4장 결론 = 73
• 제1절 요약 및 결론 = 73
• 제2절 연구 한계 및 향후의 연구 과제 = 77
• 참고문헌 = 0
• ABSTRACT = 0
• 設問紙 = 0