국내 크루즈시장개발에 관한 연구 = A Study on the Cruise Market Development in Korea - Focusing on Distribution and Promotion Strategy-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to present the cruise market development of the cruise industry in Korea ; Focusing on Distribution and Promotion Strategy. I made use of expert group who have worked over 5 years in the fields of academic world, research institutions, travel agencies, cruise lines, sales agencies for the foreign cruise lines, officials, KNTO and KNTC. The method of collecting materials has been done by fax, e-mails as well as direct visits. And for the measurement of the variations, I used nominal measurement and the methods of the analysis used are the cross-tabs analysis and frequency analysis. For the distribution strategy, the third course, in line for cruise developers to travel wholesalers, travel retailers and finally to tourists was favorably estimated. In the question about the distribution course, it varied between cruise GSA and local travel agencies. As promotion strategy, the individual market made use of the image advertisement through TV was appraised highly and the approach by DM, advertisement on the travel magazines and brochures would be efficient way to promote. For the group market, the discount rate and the promotion activity in economic papers or association papers was more suitable. Using mass media in the contents, it was important to emphasize on the satisfaction of the cruise and being economical for the favor during the journey, in other words, to emphasize on the value of money.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 크루즈산업의 시장개발에 관한 선행연구
• Ⅲ. 실증분석
• Ⅳ. 결론
• 참고 문헌