수원 화성(華城)의 전통무예를 활용한 관광마케팅 전략
저자
발행사항
화성: 水原大學校 大學院, 2002
학위논문사항
學位論文(碩士)-- 水原大學校 大學院: 經營學科 2002
발행연도
2002
작성언어
한국어
KDC
326.39 판사항(4)
발행국(도시)
경기도
형태사항
iv, 83 p.; 26 cm.
일반주기명
참고문헌 초록수록
부록 : 설문지
소장기관
Tourism is a promising business of the 21st century, also a nature-friendly, high-value added industry. To prepare for such flow of the times, carrying forward a tourism marketing strategy of material and immaterial consonance based on Korea's unique traditional culture will be more effective in creating a distinctive tourism strategy.
Because the Hwaseong Fortress of Suwon is a world-renowned cultural heritage, there are countless possibilities for developing it into a tourist attraction. If traditional martial arts, an immaterial tourist attraction, is mixed harmoniously and well-marketed, the travel lure of Hwaseong Fortress will be increased greatly.
Therefore, this study is aimed to present a vividness, distinction tourist marketing strategy by the needs survey about traditional martial arts and putting it together with the Suwon Hwaseong Fortress, a material tourist attraction.
The important facts that came into result of the proof analysis are, ;
Firstly, the main audience of the performance of traditional martial arts turned out to be families or couples, covering 70% of all,
Secondly, the insufficiency of promotion turned out to lack the most in the performances, followed by the lack of concern for the tourists.
Thirdly, the recognition about the martial arts was low, but the interest rates were high, especially among highly-educated men.
Fourthly, children's education turned out to be the main motivation for coming to the martial arts performances-especially parents of elementary, middle and high school students.
Fifthly, the most successful information media about the performances was banners, booklets, and posters, followed by mouth-to-mouth tellings. It was found, however, that the promotion effect was low for newspapers, magazines, or internet and PC communication.
Sixthly, the want for permanently establishing the martial arts demonstration theater was high among the 30s and 40s, and the participating possibility was high among them too.
Seventhly, there seemed to be a certain correlation among people who are interested in traditional culture and those interested in traditional martial arts. The direct motive about martial arts was found to be of mutual relation as well.
Lastly, the satisfaction rates about the event on the whole was very high in general.
Considering these analysis results, mixing harmoniously the material and immaterial traditional tourist resources and an elaborate planning of marketing strategy will be highly effective in increasing traveling charms.
Based on these results, the marketing strategy of Hwaseong Fortress in Suwon based on traditional martial arts is as follows;
I have used the SWOT techniques to examine the strength and weakness points of Hwaseong Frotress tourism as well as the opportunity and the threat. also, based on the analysed results listed above, I have selected target markets.
Firstly, as for the product strategy, I have described the merchandise strategy focusing on the experiential marketing of according the material and immaterial tourist resources-that is, the Suwon Hwaseong Fortress and the traditional martial arts.
Secondly, as for the promotion strategy, I have explained the CI(City Identity) strategy focusing on the 'IsibsaBan-Muye' (It is one of the Korean Traditional martial art) which is actually performed in the Suwon Hwaseong Fortress. I have also emphasized the mutually communicative, active internet promotion strategy through the internet.
Thirdly, I have mentioned a definite price strategy ranging over the general tourism prices and the concrete price strategy of the material/immaterial mixture merchandise mentioned at the product strategy before.
Fourthly, I have referred to the traditional martial arts amusement park as a chief place strategy, and chiefly explained how to set the material/immaterial mixture tourist package in the Suwon Hwaseong Fortress.
Lastly, as for the additional strategy, I have mentioned the registration of the 'IsibsaBan-Muye' trained around the Suwon Hwaseong Fortress as an immaterial cultural assets to secure the legitimacy and regional characteristic of the traditional martial arts. I've also commented on opening a course on martial arts in the schools of Suwon.
In conclusion, developing together the material and immaterial tourist resources and carrying out a harmonious tourism marketing strategy will increase the competitive power greatly, for it will increase the tourist charms such as the vividness and distinctiveness of the resources. Suwon Hwaseong Fortress itself has plenty of possibilities to become an attractive tourist attraction. But traditional martial arts included will occur a synergy effect based on the consonance of the material and the immaterial, thereby appealing to the tourists as an even more charming tourist attraction.
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