MICE관광 육성을 위한 목적지마케팅 방안 연구: 광주·전남 지역을 중심으로
A Study of destination marketing strategies for developing MICE industry of Gwangju City and South Jeolla Province
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This study focused on examining MICE destination marketing strategies of Gwangju and South Jeolla Province. For this, relevant information or data was collected from industrial experts who have participated into the seminars held by Gwangju City and Gwangju Convention Visitors Bureau. Some reports, newspapers and articles were also investigated for more in-depth information. This paper found that the current situation of Gwangju and South Jeolla province as MICE destination had both positive and negative sides. There has been a steady improvement of physical infrastructure such as convention center, hotel, and transportation. However, poor service facilities for foreign tourists such as casino, pub, and ethnic restaurant were still revealed as the major problem. Then, two main target markets with some marketing strategies for future development were suggested: the first target market was environment-friendly energy exhibition and the other was corporate meetings and incentive travel market. Finally, the importance of creating overall destination image was mentioned. Recommendation based upon the results of situation analysis in this study was an environment-friendly MICE destination.
Abstract
This study focused on examining MICE destination marketing strategies of Gwangju and South Jeolla Province. For this, relevant information or data was collected from industrial experts who have participated into the seminars held by Gwangju City and Gwangju Convention Visitors Bureau. Some reports, newspapers and articles were also investigated for more in-depth information. This paper found that the current situation of Gwangju and South Jeolla province as MICE destination had both positive and negative sides. There has been a steady improvement of physical infrastructure such as convention center, hotel, and transportation. However, poor service facilities for foreign tourists such as casino, pub, and ethnic restaurant were still revealed as the major problem. Then, two main target markets with some marketing strategies for future development were suggested: the first target market was environment-friendly energy exhibition and the other was corporate meetings and incentive travel market. Finally, the importance of creating overall destination image was mentioned. Recommendation based upon the results of situation analysis in this study was an environment-friendly MICE destination.
참고문헌 (41)
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