韓國海外觀光廣告의 效率性 提高를 위한 硏究 : 政府 觀光機構의 活動을 中心으로

다국어 초록 (Multilingual Abstract)

1. Purpose of Research
All purpose of Advertising is implementation for the potencial buyer to be respond with better favor to something which is offered by all compantes and providing the clients with informations, foundations which are needed to prefer to goods of specife company and changing wants of customers.
So a plan for the efficiency of Tourism Advertising which contribute to improue inbound tourists through inducement and motivetion to visit Korea and introduction of Tourism attractions as a best destination to the potential demands have been continuely rasing.
Therefore, the ultimate purpose of this thesis is to make a plan to attract foreign tourists through the mayimization of overseas Aduertising of Tourism marketing Mix to promote Tourist demands.
2. Consist of thesis
This study was made in total 5 chapters.
Chapter I. discribe the purpose, the realm and method as an introduction.
Chapter II. introduce some kinds of theories about Tourism marketing and Tourism advertising as a theoretical basis as well as the practice of Government Tourism organizations.
Chapter III. invest background of overseas advertising of Korea and then comparison and analysis between Korea and other countries.
Chapter IV. presentation of problems based on the above section and shows problems and last, grope for a plan to promote effectiveness of tourism advertising in Korea.
Chapter V. present a condensed version and conclusion
3. Problems and a plan for efficaciousness
Find some different kinds of problems through this study on overseas advertising.
1) Non-Systematization between related organizations.
We have not done efficient advertising activity between administration of government which support Tourism advertising activity are dispersed with in the each administration branches.
As a result consequence, it bring abint disharmoney for contrusion, adjustment, between each related government organizations and results in nonsystemation.
2) inefficiency of budget appropriation for Tourism.
publicity budget appro priation for tourism publicity have been increasing and decreesing tentatively on the basis of last year's budget rather than a target figure through the market research and it seems that shows conservative posture of advertising within the limcts even through budget appropriated.
3) lacking of expert skill in practical use of Tourism medium.
Overseas advertising had not practiced the adouate mass media to bring about inbound Tourism and to creat its better image by inserting an concentrated advertising in a powerful medium of Separate market.
For instance, electronic medium has been rasing as a influential medium, but it was never enforced in any countries except Japan.
4) Unsuitable timing, of advertising.
Advertising brought about a failure by an advertising company K.N.T.C.(Korea national Tourism co operation) appropriated budget so lately that it takes too long time between establishment of next year's advertising plan after budget appropriation and enforcement of advertising company.
5) Unproper measurement of advertising effectiveness.
Taking the measure of anticipating effect through the drastic market survey before Advertising and practical measure of effectiveness have not become effect before and after Advertising.
To get rid of these problems and present the device to furnish effectuation are as follow;
1) It has to groped of advertising organization and schemed method of management.
2) It has to be necessary of effective distribution in small budget as estimate makes scientific of a design of advertising estimate.
3) It has to be maximum of the sales effect with active promotion about both the Variety of mass - advertising and special application. and some joint advertising with another business.
4) We should furnish the effectuation of tourist advertising to understand the change of image in Korea Tourism for the former/latter investigation of the effective advertising
4. Conclusion
Therefore, forward, the Korean overseas Tourism advertising business must have active operation of Tourist advertising behave with the investigation about Overseas tourist advertising market to furnish internation competition through out the variety of Tourist reception as well as new tourist goods development and improvement, and service's advancement.

목차 (Table of Contents)

• 目次
• 第1章 序論 = 1
• 第1節 硏究의 目的 = 1
• 1. 問題의 提起 = 1
• 2. 硏究의 目的 = 3
• 第2節 硏究의 範圍 및 方法 = 4
• 1. 硏究의 範圍 = 4
• 2. 硏究의 方法 = 5
• 第2章 觀光廣告에 대한 理論的 基礎 = 6
• 第1節 觀光마아케팅에 대한 理論 = 6
• 1. 觀光마아케팅의 槪念 = 6
• 2. 觀光마아케팅의 特性 = 9
• 3. 觀光마아케팅의 活動 手段 = 12
• 第2節 觀光廣告에 대한 理論 = 18
• 1. 觀光廣告의 意義 및 特性 = 18
• 2. 觀光廣告의 分類 = 23
• 3. 觀光廣告의 커뮤니케이션 = 26
• 第3節 政府觀光機構와 廣告 = 33
• 1. 政府觀光機構와 마아케팅 = 33
• 2. 政府觀光機構와 廣告 = 37
• 第3章 韓國海外觀光廣告의 現況 = 40
• 第1節 政府觀光廣告 關聯組織 = 40
• 1. 觀光廣告 關聯組織 = 40
• 2. 觀光廣告 關聯組織의 機能 = 43
• 第2節 韓國의 觀光廣告 現況 = 45
• 1. 地域別 廣告現況 = 45
• 2. 媒體別 廣告現況 = 53
• 3. 廣告費 現況 = 58
• 第3節 各國의 觀光廣告現況 = 61
• 1. 東南亞 및 오세아니아 = 61
• 2. 歐美州 = 67
• 第4章 問題點 및 效率性 提高方案 = 75
• 第1節 問題點 = 75
• 第2節 效率性 提高方案 = 79
• 第5章 結論 = 87
• 參考文獻 = 89
• ABSTRACT = 93