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| 论文编号： | 3285 | |
| 作者编号： | 2120095033 | |
| 上传时间： | 2011/6/7 10:27:52 | |
| 中文题目： | 韩国济州岛旅游目的地定位研究 | |
| 英文题目： | Tourism Destination Positioning Study on Korea Jeju Island | |
| 指导老师： | 李天元 | |
| 中文关键字： | 旅游目的地;旅游目的地定位;济州岛 | |
| 英文关键字： | tourism destination;tourism destination positioning;Jeju Island | |
| 中文摘要： | 随着海南岛被定义为国际旅游岛，海南岛开发的有关问题成为专家学者、企业和政府关注的焦点问题。韩国的济州岛作为东北亚最富盛名的休闲旅游目的地，拥有成熟的市场定位和开发模式。本文通过对济州岛的研究，总结海岛型旅游目的地开发的成功经验，主要指旅游定位的成功经验。对于旅游目的地来说，其旅游吸引物具有不可变动的特性，而旅游者的消费需求具有易变性的特点，两者之间的矛盾使旅游目的地定位成为决定旅游目的地开发成功的关键因素。 本文从旅游目的地定位的基本研究方法入手，详细的分析了济州岛所具有的资源优势、开发过程以及定位工具。同时，研究了作为济州岛主要客源市场的韩国、中国、日本市场近期的变化趋势。针对这一趋势分别对韩国、中国以及日本三个国家做出差别定位。 虽然自然资源没有变化，但是济州岛在韩国国内旅游者心中已经由具有异国风情的蜜月首选之地转变为缓解都市工作压力的最佳绿色旅游目的地。由于日本与济州岛旅游目的地具有资源上的同质性，同时济州岛的购物设施远落后于首尔、釜山等大城市，造成日本访道旅游者数量出现下滑。由于济州岛与日本具有地缘优势，因此济州岛应当定位于日本国内游的延长线，针对日本这个重要的客源市场开发高附加值MICE产品。面对中国这个新兴的消费大国，济州岛应当抓住机遇，提高其在中国市场的知名度、打造坚实的基础设施，通过免签证、增加留置时间等措施，打造东北亚地区最便捷的国际旅游岛。 | |
| 英文摘要： | Since being defined as an international tourism destination, Hainan Island's development has become a focal subject of development experts, various corporations, and the Chinese government. By comparison, through a combination of sophisticated marketing and infrastructure development, South Korea's Jeju Island has become one of East Asia's most recognized and successful tourism destinations. This article employs Jeju Island as a case study in successful tourism development, while also examining Hainan Island's present situation in accordance with the main principles of tourism development strategy. Potential tourism destinations each possess distinctive and unalterable characteristics, while the consumer requirements of tourists are variable and subject to change. Reconciling this set of contractions is the primary factor in determining whether an area is suitable for becoming an economically sustainable tourism destination. This article begins by examining methods used to study tourism development, and then presents a detailed analysis of Jeju Island's natural resources and development process. It also investigates the present market trend of Jeju Island's primary visitors from South Korea, China, and Japan in connection with the difference in marketing localization between these three countries. Although its natural resources remain unchangeable, Jeju Island's position in South Korean domestic tourism has transitioned from its original status as an exotic honeymoon destination to that of a nature retreat for intercity white collar workers. Due to having natural characteristics similar to those of Japan while also lacking far behind Seoul, Busan, and metropolitan areas in terms of shopping facilities, there has been a decline in the number of Japanese visitors to the island. However, because of Jeju Island's regional proximity to Japan, it has been able to function as an extension of Japanese domestic tourism and has also generated a significant number of Japanese tourists due to opening a market for MICE products. Finally, Jeju Island’s tourism board was successful in recognized China as a large potential market, has done substantial work in forging infrastructure that caters to the Chinese tourists, including creating visa-free entry and extending the visa duration period for Chinese tourists. As a result, Jeju Island has become the predominant island tourism destination in East Asia. | |
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