韩国旅游目的地营销模式研究及对我国的启示

Research on the Marketing Mode of Tourism Destination in South Korea and the Revelation to China

旅游目的地旅游业的成败很大程度上取决于其营销方式与营销效果,而如今旅游营销也由传统的以企业为主体的营销模式逐渐转向以政府为主导的目的地营销。韩国在这方面做得尤为突出,通过影视营销、文化营销、精细化营销等营销模式,将韩国旅游业提升到一个新高度,在中国乃至全世界范围内掀起了一股"韩流",充分带动了韩国旅游业的发展。韩国旅游目的地营销方式与策略的创新是其发展的原动力,我国应借鉴韩国旅游业发展的经验,在旅游目的地营销上采取政府主导旅游、创新旅游产品、拓宽营销渠道等方式,提升旅游目的地形象,提高营销效果。

The success or failure of tourism destination depends greatly on its marketing and marketing effect, and now the tourism marketing from the traditional enterprises as the main marketing mode gradually shift as thedestination marketing by the government leading. South Korea has done in this area is particularly prominentthrough a series of marketing modes, such as film marketing, cultural marketing and fine marketing. It enhanced the South Koreatourism industry to a new height, set off a ＂South Korea wave＂ in the range of China and all over the world, fully promoted the development of tourism industry in South Korea. The marketing mode and strategy innovation of tourism destination in South Korea is the motive force of its development. Our country should learn from the experience of South Korea＇s tourism development, the government leading tourism, innovative tourism products and expanding marketing channels in the tourism destination marketing to enhance the image of tourist destination and improve marketing effect.