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Korea market - based the Hangzhou tourism marketing strategy

Author: JinZhi
Tutor: ZouYiMin
School: Zhejiang University
Course: Tourism Management
Keywords: Hangzhou Tourism Korean market Marketing Strategy
CLC: F592
Type: Master's thesis
Year: 2006
Downloads: 685
Quote: 2
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Abstract


Korea as a major source markets of Hangzhou , have not been well developed . To this end, this paper based on the 4P marketing theory , the marketing strategy of the tourism market in Korea for the Hangzhou Tourism exploratory research . First, the theory of the tourism marketing strategy of the sort , and summarized the development of the tourism market in Korea . Secondly, through a questionnaire survey and statistical analysis , to understand the characteristics of the tourism market in South Korea . After empirical analysis : Hangzhou Korean tourists travel preferences of China 's major cities ranking third place ; holiday Korean tourists travel motivation ; travel safety is the highest indicators of South Korean tourists to Hangzhou satisfaction ; different ages and different sex tourists in tourism demand ; Korean tourists travel in Hangzhou feelings of satisfaction is generally low conclusion . Again , through literature research , data collection and interviews , the status quo for the South Korean market in Hangzhou Tourism Marketing analysis , initially clear Hangzhou attractive conditions for South Korean tourists and presented in convenient transportation , language services needed a larger improvement requirements . Finally , on the basis of the above research , based on the 4P marketing theory , namely the Hangzhou tourism industry from four aspects of the product, price, place and promotion for the development of the South Korean market targeted marketing strategies .

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CLC: > Economic > Tourism economy > China 's tourism industry
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