관광지로서 영도구 PR 전략 = PR Strategy of Yeongdo-Gu(Busan) as a Tourist Resort

다국어 초록 (Multilingual Abstract)

Yeongdo-gu was not concretely informed at home and abroad not-withstanding the Heaven's blessing natural condition. In the background there are relatively disadvantageous regionality with emotional alienation and dropped-down in life recognized wrong although it is positioned in huge city. And, due to lack of basic infrastructure necessary for tourism it loses attraction as substantial tourist resort.
The problems of Yeongdo as tourist resort or target of tourism PR are as follows :
1. The prejudice of potential tourists may be enumerated and majority of them have negative image.
2. That there is no oriented Yeongdo image or representing image.
3. Yeongdo-gu C.I. as symbolic system manufactured could hardly represents' demand or identity of Yeongdo-gu.
4. Object to see is insufficient and the reputed fame and motivation as place of stay is not made.
5. There is on ground at all for satisfaction of variety or choice subject to preference of tourists as it has no peculiar lodging facility or food with characteristic connection with this notwithstanding the terrain feature.
Although there is no framework set forth for PR strategy successful, it may be summarized as to carry out timely PR, performance of tourism PR in the stand of systematic PR process, utilization of various PR activities, choice of effective communication strategy & tactics and practice of scientific PR study to recapitulate so many examlpes.
To accommodate such theoretical procedures well and to have to apply it to the substantial business and pour policy-wise support and persistent elaboration so that may become composite PR marketing.
The concrete results of this study for Yeongdo-gu PR strategy are as follows :
1. Establishment of PR strategy. The mid-term & long-term PR strategies have to be established and the exclusive organization to carry out this task must be consisted. To extract the oriented image of Yeongdo-gu, enact slogan and concentratingly make PR the oriented image set forth with the slogan and visual.
2. Manufacture of PR material and diversification in advertisement. First of all the PR media has to be diversified. To list the major image & tourism is to be systemized to the Yeongdo-gu PR material and strengthen PR through internet, however, it must be developed as bearing in mind of various language zones.
3. Visitors inducement mean has to be developed. To have explanatory gathering at hotels by travel agents and to publish multi-national language tourist map and PR pamphlets in linkage with Busan-city, to manufacture tourists PR posters and have to utilize as mean & PR media for inducing potential tourists by manufacturing CD, Video, DVD in meeting with development of media.
4. Oversea PR should be strengthened in linkage with the KNTC & Busan-city. Consideration on the overseas PR of Yeongdo-gu also should be taken into as the subjectivity by contraction mutual ad agreement with oversea sister-city or by utilize large media the noted effect is big enough.