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부산지역 외래관광(Inbound)시장의 다변화 추진 전략
우석봉,이효선,김홍구,박광우,김예겸 부산연구원 2018 연구보고서 정책연구 Vol.2018 No.0
Recently, the Chinese government’s order of restriction on Hallyu and ban on sending Chinese tour groups to South Korea have been strengthened due to changes in global political environments, including the rising tension between China and South Korea over the THAAD deployment. As a result, the number of Chinese tourists visiting Busan has dropped sharpy and Busan’s inbound tourism markets face a crisis. The purpose of this study is to explore ways to promote diversification of inbound tourism markets as part of ways to establish a stable environment to attract foreign tourists to Busan in the future. Chapter 2 presents the definition and classification of tourism markets, the current status of global tourism markets, the current status and policies regarding Korean tourism, as well as the current status and policy implementation related to foreign tourists visiting Busan, international air routes, and muslim tourists. In Chapter 3, case studies on the diversification of global tourism markets were conducted and implications were drawn. First, case studies on the diversification of Korean tourism markets, such as tourism markets in Gangwon-do and Jeju Island, were conducted. After that, case studies on the diversification of tourism markets in overseas countries, such as Taiwan and Japan, were conducted. The implications drawn from these case studies are Taiwan’s efforts to diversify tourism markets through the planning and implementation of its New Southbound Policy and Japan’s strategies to diversify tourism markets such as the Japanese government’s easing of visa requirements for Muslim tourists, low-cost airlines’ launching of new routes and increasing of the number of flights and the support for the introduction of multilingual explanations. In Chapter 4, tourism markets targeted at major East Asian countries with plenty of tourists visiting Busan (Busan’s new market countries), such as Japan, Thailand, Malaysia and Indonesia, were analyzed and implications were drawn. The implications drawn from the tourism markets targeted at these countries are strategic tasks such as ① strengthening flight accessibility (launching and increasing air routes/ solving visa problems, etc.), ② expanding tourism infrastructure, ③ subdividing tourism markets and discovering tourism products and resources and ④ strengthening promotional and marketing activities. In Chapter 5, strategies to diversify foreign tourists visiting Busan (or tourism markets) are presented for each country and for each entity that performs the strategies. Strategies to diversify tourism markets targeted at major countries were comprehensively analyzed to draw strategic tasks, such as ① launching and expanding air routes, ② introducing and operating visa exemption measures, ③ expanding the tourism infrastructure targeted at Muslims, ④ fostering travel agencies specializing in Muslim tourist attraction, ⑤ developing tourism products for Muslim tourist attraction, ⑥ providing citizens and those engaged in tourism with hospitalization education, ⑦ strengthening promotion and marketing activities based on smart tourism, ⑧ specializing Busan’s Hayllu and film tourism and ⑨ discovering and expanding Busan’s specialized new tourism facilities and resources. The strategic tasks drawn from this study are presented in two categories: tasks to be performed by the central government and tasks to be performed by investment agencies, mainly Busan Metropolitan city and tourism businesses and universities based in Busan (software tasks and hardware tasks for the development of tourism resources and facilities).
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부산지역 외래관광(Inbound)시장의 다변화 추진 전략
우석봉,이효선,김홍구,박광우,김예겸 부산연구원 2018 연구보고서 정책연구 Vol.2018 No.0
Recently, the Chinese government’s order of restriction on Hallyu and ban on sending Chinese tour groups to South Korea have been strengthened due to changes in global political environments, including the rising tension between China and South Korea over the THAAD deployment. As a result, the number of Chinese tourists visiting Busan has dropped sharpy and Busan’s inbound tourism markets face a crisis. The purpose of this study is to explore ways to promote diversification of inbound tourism markets as part of ways to establish a stable environment to attract foreign tourists to Busan in the future. Chapter 2 presents the definition and classification of tourism markets, the current status of global tourism markets, the current status and policies regarding Korean tourism, as well as the current status and policy implementation related to foreign tourists visiting Busan, international air routes, and muslim tourists. In Chapter 3, case studies on the diversification of global tourism markets were conducted and implications were drawn. First, case studies on the diversification of Korean tourism markets, such as tourism markets in Gangwon-do and Jeju Island, were conducted. After that, case studies on the diversification of tourism markets in overseas countries, such as Taiwan and Japan, were conducted. The implications drawn from these case studies are Taiwan’s efforts to diversify tourism markets through the planning and implementation of its New Southbound Policy and Japan’s strategies to diversify tourism markets such as the Japanese government’s easing of visa requirements for Muslim tourists, low-cost airlines’ launching of new routes and increasing of the number of flights and the support for the introduction of multilingual explanations. In Chapter 4, tourism markets targeted at major East Asian countries with plenty of tourists visiting Busan (Busan’s new market countries), such as Japan, Thailand, Malaysia and Indonesia, were analyzed and implications were drawn. The implications drawn from the tourism markets targeted at these countries are strategic tasks such as ① strengthening flight accessibility (launching and increasing air routes/ solving visa problems, etc.), ② expanding tourism infrastructure, ③ subdividing tourism markets and discovering tourism products and resources and ④ strengthening promotional and marketing activities. In Chapter 5, strategies to diversify foreign tourists visiting Busan (or tourism markets) are presented for each country and for each entity that performs the strategies. Strategies to diversify tourism markets targeted at major countries were comprehensively analyzed to draw strategic tasks, such as ① launching and expanding air routes, ② introducing and operating visa exemption measures, ③ expanding the tourism infrastructure targeted at Muslims, ④ fostering travel agencies specializing in Muslim tourist attraction, ⑤ developing tourism products for Muslim tourist attraction, ⑥ providing citizens and those engaged in tourism with hospitalization education, ⑦ strengthening promotion and marketing activities based on smart tourism, ⑧ specializing Busan’s Hayllu and film tourism and ⑨ discovering and expanding Busan’s specialized new tourism facilities and resources. The strategic tasks drawn from this study are presented in two categories: tasks to be performed by the central government and tasks to be performed by investment agencies, mainly Busan Metropolitan city and tourism businesses and universities based in Busan (software tasks and hardware tasks for the development of tourism resources and facilities).
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우석봉,임호,박경옥 부산연구원 2019 연구보고서 정책연구 Vol.2019 No.0
The concept of welfare in today’s society is expanding to an emotional aspect from its previous focus on economic aspects. However, the intensified social polarization has resulted in rise of welfare tourism role theory of central and local governments for the socially disadvantaged groups. Therefore, the purpose of this study lies in realizing tourism welfare for the citizens of Busan, along with enhancing the quality of life for socially disadvantaged groups in the Busan region through vitalization of welfare tourism. In chapter two, the definition of welfare tourism was established based on the basic conceptual definition of social welfare and tourism. The systematic definition of welfare tourism related to this research was also suggested. The third chapter examines the current status of promoting welfare tourism. The current welfare tourism policies promoted by government departments, municipal governments, and Busan region have been examined, followed by suggestion of searching for methods to maximize synergy effects of such projects. Chapter 4 consists of case studies of foreign and domestic welfare tourism, followed by implications. The case studies was centered on three categories, including welfare tourism contents, welfare tourism information system, and tourism for all. The analysis of foreign and domestic cases provided implications of establishing customized welfare tourism contents for different groups, expansion of infrastructure and related systems, along with organization of laws and regulations. In chapter five, implications regarding the residential survey of welfare tourism in the Busan region along with survey outline, analysis of survey results, and survey have been suggested. Chapter 6 focuses on deducting Busan region welfare tourism vitalization measures by utilizing the implications regarding welfare tourism promotion policies in chapter 3, foreign and domestic case studies in chapter 4, and the residential survey results in chapter 5. These implications were utilized to provide vision, goals, and tasks. The vitalization methods of welfare tourism in the Busan region goes as follows : first, organization of law and regulations; second, improvement of tourism attraction access; third, reinforcement of tourism generality; fourth, improvement of tourism convenience; and fifth, expansion of opportunities for tourism participation. In addition, the necessity of establishing governance through partnership between relevant parties, along with role-division measures by government organizations for promoting the accessible tourism certification system of the Busan region, and ultimately for the successful promotion of accessible welfare tourism in the Busan area.
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우석봉,김도관,박경옥 부산연구원 2020 연구보고서 정책연구 Vol.2020 No.0
Busan’s efforts to foster the MICE industry for the last two decades have pushed the city into the world’s top ten international conference cities. The seventh government of Busan elected by popular vote needs to promote the ecosystem of the MICE industry for the city to take a leap forward to become a global MICE city. Against this background, this study aims to explore methods to promote the ecosystem of the city’s MICE industry by deriving elements that constitute the ecosystem and using the strengths and opportunity factors of such elements. In Chapter 2, an industrial ecosystem model was used and applied to the analysis of the current MICE Industry and this study conducted theoretical research on the ecosystem of the MICE Industry to derive some strategies from the analysis. Chapter 3 presents the analysis of: trends in the global MICE industry revolving around the Union of International Associations (UIA) and the International Congress and Convention Association (ICCA); and trends in the domestic MICE industry revolving around the Korean government’s policies to foster the MICE industry, and local governments’ policies to foster the MICE industry in Seoul, Jeju-do, Incheon and Busan. In Chapter 4, this study conducted a survey using a structured questionnaire on companies and institutes that form the ecosystem of the MICE industry of Busan. A total of 100 valid samples were used to analyze the network among stakeholders, and the analysis found that the network density was 0.32, indicating inactivity. The analysis also found problems that impede innovative activities in the city’s MICE industry and its development. And the IPA analysis was used to derive and present improvement tasks. Chapter 5 presents methods to promote the ecosystem of the MICE industry in Busan through SWOT analysis, strategies and implications. First, this study set the vision of the city being a global and central MICE city and presented three objectives to realize the vision and five management strategies to achieve the objectives. There are a total of 18 projects under the five management strategies. There are five projects under the company/personnel training-focused MICE ecosystem innovation strategy; three projects under the global MICE facilities/infrastructure expansion strategy; four projects under the fairness/co-prosperity/cooperation MICE governance realization strategy; three projects under the global network-based promotion and marketing strategy; and three projects under the participants’ convenience and satisfaction improvement strategy. Chapter 6 summarizes the study and gives suggestions mainly on matters to be considered in managing methods to promote the ecosystem of the MICE industry in Busan.
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