A STUDY ON THE INTERNATIONAL TOURISM MARKETING STRATEGIES OF KOREA

HAN,BONG-GI

Park, Gi-an(Majoring in Marketing Dept. of Business Administration Graduate School of Management Adviced by Prof.)

This study tries to analyze the application of marketing means into tourist business, and develop the Korean international tourism marketing strategies which induce effective and efficient marketing activitied of tourist business and Korean Tourist Corporation (KNTC) in a sense of increasing tourists and improving the quality of tourism.

Based on the reality of Korean tourism product and several target tourist market, alternative strategies of travel agency are examined in tourism product stragegies, tourism market strategies, tourism price strategies and tourism promotion strategies. Also, marketing strategies of KNTC were focused on long-term planning, marketing concept and total marketing for solving the several problems, especially leading the uncooperation between KNTC and tourist business.

Tourism market strategies are based on the market segmentation by BCG Matrix, demography nad psychological characteristics. Japan and emigrated Korean people have high rate of market growth and market share as a "star market". Southeast asia, Europe and Taiwan are highly potential market as a "problem child". Also, woman, and the old people are potential for developing high market share. Korean tourism market is recommended to aim at package tour, family tour, grouppackage, re-visiting tourist, female, the younger, the old and the emigrated Korean. De-seasonal strategies are required for increasing tourists during winter and summer season.

Cooperative sales strategies with Asian countries can increase long-distant tourists, for example, European, American and African etc.

Tour tendencies of tourists were examined for developing tourism product strategies. Tourism product strategies depend on product strategies by the combination of transportation, product strategies by the each stage of family life cycle and tourism package strategies. Korean tourism product strategies should emphasize on brand product of travel agency, Korean image product, package product, incentive tour and enlargement of tour route.

Tourism price strategies is useful to assess the differenciation policy for group tour, non-stop tour, family tour, family tour, charter and special tourists. Tourism promotion strategies need the specialization of PR system on the basis of the cooperation between KNTC and tourist business. Also, the establishment of travel agency in target market, the cooperation with international travel agency, offering of merits in touring Korea and the use of international advertising media is useful for tourism promotion.