韓國 觀光마아케팅 戰略展開에 관한 實證的 硏究 = An Empirical Study of Strategic Development For Korean Tourism Marketing

다국어 초록 (Multilingual Abstract)

The purpose of this study is, through the literature and empirical survey, to discuss and develop the tourist consumer's behavioral model to define the travel needs and wants of japanese tourists who come to Korea and to provide the evaluation criteria that could support unsatisfied needs. Simultaneously it is intended to apply, in practice, this model to marketing situations.
The data base for this study was collected using a sample survey design and
"psychographics variables based on IASO(interests, activities, satisfactions and opinions).
Factor analysis was employed to analyze the data as the statistical procedures to be utilized because it not only determines the dimensionality of data, but also how the variables scale on each of the dimension.
The results of factor analysis, the stepwise multiple regression and test of 14
exploratory hypotheses demonstrated that japanese tourists strongly felt the need of "Korea's Culture Tourism Factor" in the tourist need dimension and improved the image of "Korea's Attractions Factor" in the tourist image dimension as the high factor loading.
This study shared the construction of model that is one of the technique of abstraction and simplification for studing the characteristics or travel behavior aspects of japanese travelers. The aim is to show which variables and factors are involved in the R-O-S-O steps, how they interact and are related to one another and how they contribute to the eventual outcome, the decision and/or action to travel again to Korea.
Finally, this study is merely a research area relatively neglected by marketing
academicians and is an exploratory work on the needs and images tourist hold of
holiday travel. Problems and implications of this study were discussed and future research directions suggested.

목차 (Table of Contents)

• Ⅰ.序論
• 1.1 問題의 提起
• 1.2 硏究의 目的과 限界
• 1.3 硏究의 方法
• Ⅱ. 國際觀光者의 性格과 觀光마아케팅의 特性
• 2.1 國際觀光者의 出現
• 2.2 國際觀光者의 性格과 사이코그래픽스 分析
• 2.3 觀光이미지와 마아케팅 戰略
• 2.4 마아케팅의 槪念과 그 製品의 特性
• Ⅲ. 日本人 觀光者(JT)의 消費者 行動分析과 모델開發
• 3.1 JT의 消費者 行動分析에 관한 假說의 設定
• 3.2 變數의 側定
• 3.3 信賴度 檢證
• 3.4 假說의 檢證方法
• 3.5 假說의 實證的檢證
• 3.6 JT의 消費者行動모델 開發
• Ⅳ. 結論
• 英文抄錄