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濟州觀光의 포지셔닝에 관한 硏究

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Alternative Title
A Study on the Positioning of Jeju Tourism
Abstract
The purpose of this dissertation is to build the positioning process and analysis method of the position in the case of Jeju and suggest the positioning strategies. Jeju island has initiated some tourism projects to promote the international resort and tourism destination in the Northeast Asia but Jeju hasn't practiced defining its competitors and implementing the detailed positioning strategies.
For the literature review, this study examined both domestic and foreign literatures about positioning and destination positioning. As the result of the literature review, the study found that as the way of positioning analysi,. many positioning studies has used the multi-dimensional scaling method, especially, ideal point model such as PREFMAP. Although this method can suggest various perceptual maps like the comparisons of overall image among the destinations, the joint space maps and the ideal point map, it has the disadvantages that the ideal position could be different with the real purpose position of the policy of the tourism destination. For example, although Jeju's purpose position in tourism policy is the international resort destination of Northeast Asia, Jeju's ideal position using ideal position model like PREFMAP could not be the same with the actual policy position.
In this context, this study reviewed the availability of linear destination positioning model. In the linear destination positioning model, it is relatively easy to compare the position perceived by tourist with the actual position of tourism policy in the destinations. However, there are some problems with the linear positioning and it was just used the simple comparison among destination attributes. Therefore, to solve the problem, this study attempted to build the Jeju's positioning process using linear positioning and tourist characteristics positioning. As the first step of positioning process, this study tried to define the target market as positioning and defined the domestic market in Korea as the target market. To accomplish the positioning process of this study, a total of 650 questionnaires was distributed to visitors in Jeju over the three months(April, September and October) in 2007. Out of 650 questionnaires, 621 questionnaires were finally used for the analysis.
In the second step, it was defined the main competitors of Jeju destination. The competitive destinations of Jeju was analyzed based on the theory about tourist's decision-making process. According to the theory, when visitors choose Jeju as their travel destination among the consideration destination sets, the considered destination at the alternative evaluation step in the decision making process would be the competitor destination of Jeju. To define the competitors of Jeju tourism, the survey using questionnaire was performed and as the result of the survey, the competitors of Jeju was classified into two groups: the domestic competitors and the foreign competitors. The domestic competitive destinations were Gangwon, Busan, Gyeongsangnam province and Gyeongju city and the foreign competitive destinations were Southeast Asia, China and Japan. As the third step of destination positioning, this study compared the destination attributes of Jeju with those of the competitive destination and found the strengths and the weaknesses. The 18 destination attributes were extracted from the previous studies and these variables were accepted its reliability and validity in the results of Cronbach's Alpha and factor analysis. In consequence of the comparison analysis between Jeju and each competitor using t-test, it was revealed that the positioning strategies of Jeju tourism was classified into the domestic and the foreign competitive relations. And in the additional work of the third step, as the result of the correspondence test of the Jeju tourism position considering Jeju visitor characteristics, the result was consisted of two parts : the domestic and the foreign position. The result of the analysis can be applied to suggest positioning strategies of Jeju.
In the fourth step of positioning process, this study confirmed the position of Jeju tourism in the domestic and the foreign competitive relations. As previously stated, Jeju's purpose position in tourism policy was the international resort and tourism destination in the Northeast Asia. In this context, Jeju's current position in the domestic competitive relations perceived by tourists was the market position 3(adaptive destination) in the linear positioning model. However, Jeju's purpose position was considered as the market position 1(highly aggressive proactive destination). Therefore, Jeju tourism should bridge this gap and implement the efficient marketing mix strategies based on the domestic competitive relations.
In the foreign competitive relations, Jeju's current position perceived by tourist was located between market position 3 and 4(passive destination applied continues existing strategy). But Jeju's purpose position in the foreign competitive relations was considered as the market position 2(reactive destination followed by the moderated aggressive strategies). Therefore, Jeju tourism should bridge the gap between the current position and the purpose position in the foreign competitive relation. Also, the differentiated strategies should be mapped out and implement in planning tourism products and managing tourism destination,
In the final step of positioning process, the study suggested the Jeju positioning strategies based on the analysis results of this study. To be in the position as the international resort and tourism destination in the Northeast Asia, Jeju should practice the appropriate strategies based on the domestic and the foreign competitive relations. Basically, one of the most efficient strategies is to plan and sell the differentiated tourism products applied to Jeju's strengths and attributes compared with each competitor. And, the common elements required to compete with the domestic and the foreign competitive destinations were as follows: indoor sightseeing, culture experience, family-friendly experience, entertainment experience and reasonable priced experience. These travel products could be offered by not only the travel agencies but also by the destination marketing organization of Jeju. Also, Jeju tourism administrative organization should implement various advertisement strategies to improve and reinforce overall image of Jeju tourism showd on the internet, tourist leaflet and TV or radio advertisements. As the pattern of the individual tourist and family tourist have been changing rapidly and the market volume has been increasing, the primary role of Jeju tourism organization to create and manage the tourism market become more important. The tourism organizations and the tourism businesses in Jeju plan and implement the differentiated and the focused positioning strategies and use properly tourism marketing mix, Jeju could be the international resort and the tourism destination in Northeast Asia.
Finally, this dissertation conceptualized the definition of destination positioning and the definition have two important meaning: one is the image strategy based on tourist perception and the other is the competitive strategy based on the competitive relation of destination. If the destination positioning considering both the market and destination perspectives could be implemented and applied to the tourism destination, the destination could create the new tourist market and retain the current tourist markets efficiently. In the analysis methods of the tourism destination positioning, many researches use the stereotyped methods such as the mapping analysis using multivariate analysis. Therefore, it is necessary to review the availability of the alternative positioning methods and expand the range of theoretical argumentation about the destination positioning method. In this context, this study would contribute to the future studies of destination positioning from the theoretical and the practical perspectives.
Author(s)
이성은
Issued Date
2008
Awarded Date
2008. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000004185
Alternative Author(s)
Lee, Sung-Eun
Affiliation
제주대학교 대학원
Department
대학원 관광경영학과
Advisor
김경호
Table Of Contents
Ⅰ. 서론 = 1
1. 문제의 제기 = 1
2. 연구의 목적 = 4
3. 연구의 방법 및 범위 = 5
Ⅱ. 이론적 고찰 = 7
1. 포지셔닝에 관한 이론연구 = 7
1) 포지셔닝의 개념과 발전과정 = 7
2) 포지셔닝의 목표와 유형 = 12
2. 관광목적지 포지셔닝에 관한 이론연구 = 18
1) 관광목적지의 개념 = 18
2) 관광목적지 포지셔닝의 개념 = 21
(1) 관광목적지 포지셔닝 정의와 목표 = 21
(2) 관광목적지 포지셔닝 개념에 대한 접근 = 23
(3) 관광목적지 포지셔닝 개념의 요약 = 28
3) 관광목적지 포지셔닝 과정과 분석 = 30
(1) 관광목적지 포지셔닝 과정 = 30
(2) 관광목적지 포지셔닝 분석 = 33
(3) 관광목적지 포지셔닝 과정과 분석 관련 선행연구의 요약 = 40
3. 제주관광의 포지셔닝을 위한 이론고찰 = 41
1) 관광객 의사결정과정과 고려상표군 = 41
2) 관광목적지 포지셔닝 유형과 변수 = 45
(1) 관광목적지 포지셔닝 유형 = 45
(2) 관광목적지 포지셔닝 변수 = 46
(3) 관광목적지 포지셔닝 유형과 변수 관련 선행연구의 요약 = 51
3) 제주관광 포지셔닝 선행연구 고찰 = 53
(1) 제주관광의 현황과 관광정책 추진 = 53
(2) 제주관광 포지셔닝 선행연구 = 57
4) 이론적 고찰의 요약 = 64
Ⅲ. 연구설계 = 68
1. 포지셔닝 과정과 연구가설의 설계 = 68
2. 설문문항의 설계 = 72
3. 조사 및 분석방법의 설계 = 75
Ⅳ. 분석결과 = 78
1. 표본의 일반적 특성 = 78
2. 변수의 신뢰성 및 타당성 검증 = 81
3. 가설검증 = 85
1) 연구가설 1의 검증 = 85
(1) 경쟁관광목적지 파악 = 86
(2) 연구가설 1-1 검증 : 제주와 국내 경쟁관광목적지 비교 = 86
(3) 연구가설 1-2 검증 : 제주와 해외 경쟁관광목적지 비교 = 91
2) 연구가설 2의 검증 = 95
(1) 연구가설 2-1의 검증 : 방문횟수별 경쟁관광목적지 인식 = 95
(2) 연구가설 2-2의 검증: 숙박형태별 경쟁관광목적지 인식 = 98
(3) 연구가설 2-3의 검증 : 거주지별 경쟁관광목적지 인식 = 101
3) 연구가설 3의 검증 = 105
4) 연구가설 검증결과 요약과 시사점 = 117
4. 제주관광의 포지셔닝 = 128
1) 경쟁 관광목적지별 포지셔닝 = 128
(1) 국내경쟁 관광목적지별 포지셔닝 = 128
(2) 해외경쟁 관광목적지별 포지셔닝 = 140
2) 국내 경쟁관계에 따른 포지셔닝 = 152
3) 해외 경쟁관계에 따른 포지셔닝 = 154
4) 제주관광의 종합적인 포지셔닝 방안 고찰 = 157
Ⅴ. 결론 = 162
1. 연구의 요약과 시사점 = 162
1) 연구의 요약 = 162
2) 연구의 시사점 = 165
2. 연구의 한계와 향후 연구방향 = 171
참고문헌 = 173
설문지 = 184
ABSTRACT = 190
Degree
Doctor
Publisher
제주대학교 대학원
Citation
이성은. (2008). 濟州觀光의 포지셔닝에 관한 硏究
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