'88올림픽을 爲한 國際觀光마켓팅 戰略 : 日本市場을 中心으로 Focused on Japanese Overseas Travel Market = A Study on Korean International Tourism marketing Strategy for '88 Olympic Game
저자
尹田龍 (慶熙大學校 經營大學院)
발행기관
학술지명
권호사항
발행연도
1985
작성언어
Korean
KDC
104.000
자료형태
학술저널
수록면
225-247(23쪽)
제공처
소장기관
Ⅰ. Statement of Problem
The Korean International Tourism Industry, encouraged by the Tourism Promotion Law of 1961, had been developed very rapidly until the oil shock and the subsequent worldwide economic recession hit the International Travel Business unexpectedly in the late 1970s. The Korean International Tourism Industry is confronted with the urgent necessity to find new ways for some breakthrough from the present stagnation, especially for '88 World Olympic Game in Korea.
Although Japan has been the major market for the Korean International Tourism Business, Korea has been struggling to break the plateau in attracting more Japanese overseas travellers without much success due to the Korean government policy of market diversification and lack of positive marketing effort of Korean tourist industry. These phenomena resulted in the fact that Japanese market previously occupied by Korea is being taken away by neighboring competing countries. Moreover, the Quota System set up for Korean International Travel Agencies has greatly influenced to bring in the lower class Japanese overseas travellers to Korea
The main purpose of my study is to find out the most effective marketing strategy to tap on the Japanese overseas travel market which has unlimited market potential in market size, distance, travel cost, cultural similarities, and many other respects. It is very valuable to study the Japanese market by analyzing the structure of the market and their motivations for choosing Korea as an destination area in view of the fact that the rapidly expanding Japanese overseas travel market can contribute greatly to the growth and development of the Koeean Internatinnal Tourism Business.
Ⅱ. Methods and Procedures of this Study
1. Collected materials and data through related books, periodicals, theses, and publications of both government and non-government organizations.
2. Analyzed and evaluated materials or data collected to find out any meaningful correlations and results.
3. Tried to solve the problems and barriers in inducing more Japanese overseas travellers to Korea.
Ⅲ. Findings.
1. It is noticeable fact that present Japanese overseas travel trends have changed greatly since Japanese overseas travel was liberalized in 1965. While the ratio of overseas Japanese travellers in the past represented largely by male in their 30s-40s has decreased, the young generation of female in their 10s-20s and silver generation over 50 are emerging as important generations among Japanese overseas travellers. The Japanese overseas travel pattern has been gradually changing from a preference for largesize package tour of the past to preference for individual tour, small-size tour, and repeated visits to one destination.
2. In view of the fact that Japanese travellers to Asia region has occupied 50% of 4.66 million persons travelled abroad in 1984, it can be easily predictable that many countries whose markets rely heavily on Japanese market will compete acutely among themseves to attract more Japanese overseas travellers.
3. Korea received 576, 448 visitors from Japan that is equivalent to 12.4% of the total number of Japanese overseas travellers in 1984. Considering the close relations in history, culture, geography between the two countries, Korea should attract a higher percentage of Japan's overseas travellers.
4. The Japanese strong image of Korea as a pleasure-oriented destination is not always favored by Japanese travellers.
5. Most Japanese travellers are less interested in Korea despite of the close proximity due to the lack of unique attractions.
6. Although Japanese visitors to Korea occupies 44.4% of the total foreign travel market in 1984 in Korea, this percentage of market share can definitely be improved.
7. 86 and '88 Olympics are the turning point for the Korean International Travel Business to develop and prosper toward the modernization of Korean tourism industry.
8. Most of Japanese travellers make tours in Korea in October, May, September, November and August.
9. Major reasons why Japanese overseas travellers selected Korea as their destinations are that Korea is geographically near Japan and share similar cultural traits and behavioral characteristics, cheap travel expenses, and possible weekend travel.
10. In analyzing the structure of tourism market in Japan, the areas most of Japanese overseas travellers inhabit are centered around Kanto district, Kinki district, tokai district, and Kyushu district, which occupy 82.7% of all overseas travellers in Japan, and 71.1% of the whole Japanese population in the above mentioned districts.
11. The countries Japanese overseas travellers visited most in 1984 are in the following order: ⑴. United States-1,590,000 persons, ⑵. Taiwan-610,000 persons, ⑶. Korea-440,000 persons, ⑷. Hong Kong-340,000 persons, and ⑸. China-230,000 persons,
12. Total number of foreign visitor arrivals in 1984 in Korea are 1,297,318 which is an 8.6% increase compared with 1,194,551 visitors in 1983.
14. The United States of America, which marked the second largest share of 16.4% in the Korean tourism market, recorded a 20.7% growth rate, while Japan, with the largest share of 44.4% in our market, showed only an increase of 9.1%.
14. 450,623 visitors or 34.7% of the total arrived as members of group tours through international travel agencies in 1984, reflecting a 11.7% increase over 1983.
15. Male visitors comprised of 74.8% of the total, 970,958 in number, an increase of 7.5% from that of 903,160 in 1983.
16. Female visitors made up 25.2%, 326,360, an increase of 12.0% from that of 291,391 in 1983.
17. The growth rate of female visitors grows faster than that of male visitors.
Ⅳ. Conclusions.
To improve the Japanese market share, I have reached the following conclusions on the bases of my findings.
1. Origin Area marketing activities are essential for the development of Japanese overseas market. For the purpose of successful Origin Area marketing activities, it is necessary and desirable to build a good destination image which appeals to Japanese travellers. It is also necessary to inform these indifferent Japanese people what they can experience in Korea so as to increase the number of Japanese visitors to Korea.
2. Provide many appealing tour programs for the youth, office lady, and old-age markets to induce more of them to Korea.
3. Both Korea National Tourism Corporation and Korean Tourist Industry should carry out more sales producing activities rather than mere publicity activities.
4. Sales territories of Japanese market should be divided into A,B,C,D,F, according to past sales records, and then concentrate sales effort to produce sales in better sales producing territories.
5. Appoint local Japanese sales representatives as many as possible on commission basis and train them in major Japanese tourism markets to activate sales solicitation activities.
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