광역지자체의 관광산업활성화를 위한 지역마케팅전략 = Province place Marketing Strategy for Vitalization of Tourism Industry

다국어 초록 (Multilingual Abstract)

The purpose of this study is to establish Marketing Strategy for Jeollabuk-do Culture-Tourism Resources. We found followings.First, as indicated in the survey on the preference of tourism resources in Jeollabuk-do, we can see clear trend that moves from traditional tourism resources to modern resources, inland resources to marine resources.Second, in the degree of sectoral satisfaction (6 sectors), Jeollabuk-do is the place where good relaxation and relieving stress are possible, abundance in eating and drinking culture and great advantage in natural scenery.Third, in the evaluation of competitiveness among vicinity provinces/cities, drinking and eating category turn out to be very competitive, while other areas shows low preferences and lack of competitiveness.Fourth, Jeollabuk-do's tourism image positioning turn out to be a province with tradition and taste, while, attractive resources are various foodstuffs and beautiful scenary.Thus, we conclude that overall place marketing strategies for Jeollabuk-do are to strengthening the identity of traditional taste and beauty, and to advertize Jeollabuk-do as an environmentally friendly relaxation place with superior natural scenery.