일본 관광객 유치를 위한 마케팅 전략에 관한 연구 = A Study on the Marketing Strategy for the Attraction of the Japanese Tourists

다국어 초록 (Multilingual Abstract)

It is no doubt that Japan is the biggest market for Korea's tourism industry, and the number of Japanese tourists are increasing due to the economic boom, strong Yen, Japanese tourists are increasing due to the economic boom, strong Yen, Japanese government's promotion of outbound tourism and other positive factors. Despite these favorable circumstances, Marketing strategy concerning Japanese tourists has not been effectively implemented and as a result, Korea loses them to the other East Asian countries. To attract Japanese tourists, we should analyze the strength and weakness of tourism industry of the competitor Asian countries. We also try to develop the products that satisfy the needs of the Japanese Tourists by improving our weakness while reinforcing the strengths. In addition, public relations of associated agencies are strongly required.
In conclusion, the effective Marketing strategy to attract Japanese Tourists by fully utilizing the geographic, historic and cultural advantages of Korea to Japanese Tourism market is essential.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 관광마케팅에 관한 이론적 배경
• 1. 관광마케팅의 개념
• 2. 관광마케팅의 믹스이론
• Ⅲ. 일본관광시장의 현황분석
• 1. 일본 정부의 해외여행 진흥정책
• 2. 일본인의 해외여행 동향
• 3. 일본인의 방한여행 동향
• Ⅳ. 일본관광객유치를 위한 마케팅 전략
• 1. 마케팅 과제
• 2. 마케팅 전략
• 3. 2002년 한일 월드컵 공동개최에 따른 전략
• Ⅴ. 결론
• 참고문헌