웹컬처 콘텐츠 기반 지역관광을 통한 문화도시 구축 사례 연구 = A Research of Case in Construction of Culture City, through Regional Travel Based of Webculture Contents - In center of Webculture Marketing of Railway Companies in Tottori Prefecture

다국어 초록 (Multilingual Abstract)

In recent times, the government of Japan has been promoting the slogan ‘Cool Japan’ in policy at the national level, which aims for growth in the number of foreign tourists, with use of famous web culture content. In this research, Web culture tourism strategies of three railway companies in Tottori prefecture - West Japan Railway, Wakasa Railway, and Chizu Express - were analyzed, for the explanation of a link between regional travel using animation and railway companies in Japan as a means to attract more foreign tourism and its impacts. For this purpose, this research sought out the possibility of a relationship of destination marketing theory with movement of railway companies, and web culture contents: then, each web culture - based regional travel case in companies are studied in total.
The result shows that three companies are in the process of utilizing such advertising with destination marketing using web culture, along with general publicity activities based on culture and arts; and their progress within the tourism industry has been positive. These movements could be evaluated positively, because railway companies have understood the stakeholder status of destination marketing in Tottori. But their challenge has limitations from conservative organizational culture in companies, which limits the positive challenges from employees.

목차 (Table of Contents)

• Ⅰ. 들어가며
• Ⅱ. 목적지 마케팅, 철도, 웹컬처
• Ⅲ. 사례 분석
• Ⅳ. 나가며
• 참고문헌
• Abstract