관광목적지 마케팅 연구경향 분석 연구

A Critical Review on the Research Trends of Tourism Destination Marketing Study in Korean Tourism Journals: A Review of Papers Published in 2000～2009 Period

This study critically reviewed the research trend of the tourism marketing study, based on the review of 268 relevant papers published in 8 Korean major tourism journals from 2000 to 2009. A content analysis of the papers showed that motivation, recognition, attitude, image, and customer satisfaction were the main research topics of tourism marketing study in Korea. Particularly, image and brand were the most popular research topics in tourism destination marketing field, while consumer behavior was the most prominent research topic in festival and event marketing. Results also indicated that about 92% of reviewed papers was used quantitative research method. These findings suggest that future tourism marketing research need to diversify both the research topics and method.