지자체 온라인 관광 홍보 전략

Online Marketing Strategy of Provincial Governments: Hwaseong City case

The purpose of this study is to investigate the online marketing strategy of provincial governments. This paper focuses on the marketing strategy of online tourism of the city of Hwaseong in Gyeonggi province. It examines the tourism web site of Hwaseong and evaluates the site according to four criteria: marketing strategy, marketing information, web page design and technical quality. Each problem is accompanied by suggestions for improvement. First, in the marketing strategy field, raising the number of participation users and providing web 2.0 platforms to upload information conveniently are desirable. Second, information should be reorganized in a hierarchical structure based on users’ requests rather than just in a list. Third, express the concept of the web site clearly so that users will have positive experiences. Use of Open APIs from Google and Daum are considered for Mash-up services to provide digital maps. Finally, implementation of SEO (Search engine optimization) is essential to evaluate 'findability'. And improvement of Active X program compatibility also needs to be considered.