관광마케팅 활성화를 위한 해외여행 형태에 관한 연구 —F.I.T(개별여행) & Package Tour(단체여행) 중심으로—
A Study of International Travel Type for F.I.T & Package Tour
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참고문헌
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초록
정보화 시대를 넘어 창조시대로 가는 요즈음, 해외여행 관광형태에 맞는 상품개발과 마 케팅 전략을 구축하기 위해 끊임없는 노력이 요구되는데 특히, 어떤 관광형태별로 해외여 행자들을 구분하는 것이 의미가 있다고 본다. 그러므로 해외여행자들을 개별여행과 단체여 행으로 구분하여 적절한 마케팅 프로그램과 포지셔닝을 해야 한다고 할 수 있다. 이러한 개별여행과 단체여행의 차이와 특징을 파악하여 여행사들을 위한 정책적 전략을 수립하기 위하여, 본 연구는 최근 5년간 해외여행을 다녀온 개별여행자와 단체여행자로 구분하여 관 광의 특징과 장점, 여행지 선호도, 여행선택 시 중요도, 해외여행 방문 특성, 인구통계의 관계를 분석 하였다.
Abstract
Tourism industry has been a bright economic sector which creates high value due to increasing international tourists. Most of tourists worldwide use travel agents every year for international trips. In particular, the number of outbound tourists from Korea has been increased by travel agency and airplanes. For that reason, continuous efforts are required to establish tourism products and marketing strategies for each tourists’ behaviour and it is considered that overseas tourists should be classified according to their travel styles such as, fully independent travels and package travels. Thus, the research on increase of overseas tourists, change of travel products, keen competitions of low cost airline services is required. This research, individual and package tours focus on their travel styles and the differentiation, investigation and implication between two groups will be presented. The purpose of this study classifies international tourist to Korea including package tourists and fully independent tourist (FIT) and analyze whether these two groups’ characteristics of their travel experience with tourist attractions, activities, services and impressions. Travel factors of international tourists from these two travel factors of international tourists from these two travel groups (Package/ FIT) are analyzed and compared to find their factors similarities and differences. This study conducts two statistical analysis including descriptive analysis of data are arranged by package tour and FIT. Second group comparing is One way Analysis of Variances(ANOVA) to make factors comparison between travel arrangements in Korea.
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