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제주도 관광서비스품질 인증제도 도입에 관한 탐색적 연구 : 정책과제 도출
김봉 제주간호보건전문대학 2006 論文集-논문집편집위원회 Vol.29 No.-
In this study, I proposed that the tounism service quality cerification, as one of the alternatives could improve competitiveness and satisfaction of Jeju tourism. After having researched the concept of service quality certification, and national and intermational cases, I proposed the basic direction : setting up a certification standard and planning a certification system, direction for quality evaluation, management, publicity, and expectats an the effect of quality certification as a developing policy agenda. To invite tourists and have them revisit, the most important thing is to develip attractive tourism products and to have good service qualities to satisfy them. The tourism service quality certification is to certify a tourism service which coincides with the concept and the principle of tourist satisfaction. Through it, tourists have opportunities that they can choose qualified tourism products distionctively, and tourism industries can notify that their tourism products conform with the quality certification at the same time. So, toursim industries can get the effect that the image and the preference of products are raised. We owe itto the growth of Jeju tourism, to continuously tourism promoe policies based on the blesing of Heaven on tourism trsources so far. But recenty there are some indications that we can not cope with nationl and interntional changes of the environment immediately. That is, some re worried that Jeju tourism is endangered : For the example dissatisfaction of various tourists' wants, and insufficient marketion srategy and a difficulty in inducing investment. To take off from this situation . we'd better prepare strategies and tactics to improve the satisfaction of Jeju tourism. We'd better introduce a systematic and effective service management system in the Jeju tourism service industry and strengthen the phase of advanced toursim resorts eventually
김봉 제주한라대학 1998 論文集 Vol.22 No.-
In the service industry internal marketing is more important than external marketing. It is to implement employees' needs, and then to satisfy final consumers, its external customers. Finally it is a central concept to be realized by all means as well as a starting point to achieve a company's object. The following areas of focus should be considered when developing an internal marketing strategy : 1) development of service culture 2) personnel management 3) educational training 4) external communication 5) segments 6) mandate of competency 7) compensation 8) promoting welfare etc.
김봉 제주한라대학 1997 論文集 Vol.21 No.-
The purpose of this study identifies the activation of Cheju's tourism events. Tourism events are being viewed as an integral part tourism development. Typical goals of tourism events are to create a favorable image for destination, to effect of community economy, to overcome of tourism off - season, to develop tourism facilities, to foster community identity, to promote international relations which attract foreign visitors, and to enhance the cultual tradition of community. This paper identifies : 1) to develop various material of events, 2) to make efficient events tourism planning, 3) to make comprehensive, systematic development of events, 4) to set up tourism event organization, 5) to be linked with tourism package product, 6) the support and participation of the host community, 7) to make tourism events calender, 8) to highlight events marketing and public relations, Finally to build up effective evaluation method.
김봉 제주한라대학 1995 論文集 Vol.19 No.-
Tourism industry is confronting with totally different marketing environment. Environmental considerations are becoming increasingly important factors in tourism industry. The change of environment concerns demand the reform of adapting itself to new circumstance in tourism industry. Thus, This study approaches green marketing as a "Four Ps"viewpoint from marketing mix. 1. Product Planning ① Can new energy discovery produce abundant resources to be use? ② Can use a little energy in the process of production and consumption? ③ Does it discharge a pollution after the process of production and consumption? ④ Is it easy to recycle of reuse the product after consuming? ⑤ Can it handle scrapped materials with reducing costs? 2. Pricing ① How much do cunsumers have elastic price about environmental - oriented product? ② Is environmental - oriented product more expensive than substitutional product or not? ③ How does it work the relation of interaction to other marketing mix? 3. Cycling system ① Step up the reusing of scrapped materials. ② Systematize the process of collection, classification and storage of waste materials ③ Organize the function of supervising, upbringing to the distribution structure members. ④ Establish the awareness of environmental and recycling concerns to customers. ⑤ Systematic planning to the operating costs for recycling product. 4. Promotion ① Make the environment a factor in purchasing decisions and inform customers of the critical importance environment by consuming waste material. ② Encourage clients to adopt a environment - oriented product and let them recognize directly or indirectly the efficiency and benefit of choosing the product. ③ Establish an environmental concerns to show admirable environmental etforts in its work place. Instituting environmentally sound advertising can be positive public relations, and emphasizing the advertising of environment - oriented product may create the increase of revenues. In conclusion, Tourism industry must need creative new opportunity solution out of the same old solution. In addition, It's being abert to environment that brings success in the future. We must utilize actively the dependance of the interaction between human and society through green marketing.