지자체의 중국인 관광객 유치 전략

A Study on Promotion Strategy for Boosting Inbound Tourism in Provincial Governments: A Case of Promotion Strategy of Jeollabuk-do for Chinese Tourists

This study intend to devising marketing strategies for promoting Jeollabukdo as a travel destination in huge travel market of China. To achieve this purpose, a secondary data including tourism statistical data published by the government and web site have been used. Marketing goals and strategies to attracte Chinese travelers into Jeollabuk-do were suggested based on the analysis of tourism resources. The marketing strategies discussed in the study are as follows: 1) Pre-stage: A newly developed tourism brand was introduced to execute marketing strategies, 2) Stage 1: A strategy for utilizing tourism resources to draw more Chinese visitors to Jeollabuk-do, 3) Stage 2: A strategy for developing new tourism products for Chinese visitors, 4) Stage 3: A strategy for selling tourism products and providing human services.