| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 107 === Currently, the Korean government is continuing to implement a regional tourism policy that distributes tourists concentrated in Seoul to provincial areas, and many local governments across the country are also making efforts to attract tourists to their regions. The purpose of this study is to analyze the policies of Gyeonggi-do from a place marketing perspective and use them as basic data for tourism development.
The scope of the study was limited to trips to Gyeonggi Province, which departs from the Taiwan region. The research method 1.collected academic journals, government policy reports, statistical data, newspapers and magazines related to place marketing and tourism policy 2.analyzed tourism policy data from the central government and the Gyeonggi Provincial Office 3.conducted interviews with four local experts in Taiwan. The participants were the Korea Tourism Organization and the Gyeonggi Tourism Organization, which is in charge of overseas marketing for travel to Gyeonggi Province, and the Taiwan-based Travel Association and Travel Agency. Through one of the qualitative research methods, we conducted an in-depth interview to analyze how Gyeonggi-do tourism marketing policy was affecting the demand market and to find out the problems of tourism policy and the direction of development.
The interview questionnaire was prepared according to nine factors required for place marketing and tourism brand strategy. We also wanted to find out the difference in views between tourism agencies that implement tourism marketing policies and tourism associations and travel agencies that are directly affected. So, based on the answers obtained from the Tourism Organization and the Tourism Organization, the second questionnaire was filled out and interviewed by Taiwan Tourism Association and Travel Agency.
As a result of the study, four directions for the future development of tourism policy in Gyeonggi-do were suggested 1.let's make it a must-visit place 2.you have to tie one course to a one-day schedule 3.various marketing methods are available 4.we need to build a tourism brand image in Gyeonggi Province alone.
In conclusion, the biggest problem and the challenge ahead is that Gyeonggi-do's tourism brand is weak. Efforts should be made to differentiate itself from other regions and create international brand marketing for Gyeonggi Province. A higher brand value in Gyeonggi Province will lead to more and more tourist destinations in Gyeonggi Province, which will again continue to create a virtuous cycle in which the city's brand value will rise.
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