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A study on branding Korean tourism : From the perspective of customer, organization, and destination

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Frame of Image  the degree of MASTER OF BUSINESS ADMINISTRATION
2005 Professor Kwon Jung
ⅰ
ABSTRACT
A STUDY ON BRANDING KOREAN TOURISM From the Perspective of Customer, Organization, and Destination By Kap-Soo Kim
Competitions for occupying a superior position in the global tourism market are fierce among countries as tourist destinations recognize the tourism industry as a national strategic force due to its economic rewards. Thus tourist destinations are increasingly adopting branding strategies to attract more tourists and foreign direct investment. This paper explores strategies for branding Korean tourism from the perspective of customer, organization, and destination as well as helping to position Korea as an appealing destination in the consumer’s mind. For that purpose, it reviews characteristics of tourism product, consumer behavior in tourism and theoretical brand building models to capture the relevant elements in branding Korea as a tourism destination. And it crafts brand building model, which can be helpful to evaluate how elaborately brand identity is set up, through environment and competitor analysis, consumer, destination, and organization analysis and brand vision. The Korean tourism brand has to include what Korean tourism aspires to be, a unique set of brand associations, and brand awareness to build as much brand equity as possible. This paper also poses strategies for communicating and aligning the brand position, while building a loyal relationship with customers thr


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Title A study on branding Korean tourism
Similar Titles
Sub Title

From the perspective of customer, organization, and destination

Material Type Articles
Author(English)

Kim, Kap-soo

Publisher

[Seoul]:KDI School of Public Policy and Management

Date 2005
Pages 141
Subject Country South Korea(Asia and Pacific)
Language English
File Type Documents
Original Format pdf
Subject Industry and Technology < General
Holding KDI School of Public Policy and Management

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Thesis(Master)