基于韩国市场的杭州旅游业营销策略研究

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1、浙江大学硕士学位论文基于韩国市场的杭州旅游业营销策略研究姓名：金敃志申请学位级别：硕士专业：旅游管理指导教师：邹益民20060201浙江大学硕士学位论文基于韩国市场的杭州旅游业营销宝隹略研究AbstractSouthKoreantouristshavealreadygrowntothemajortouristgroupofHangzhoutourismmarketinvolume，however,thereremainundevelopedcriticalfactorsintouristsatisfactionwhenorafterSout

2、hKoreantouristshaveactuallyvisitedHangzhou．Thisthesis，basedonthecurrentcircumstanceofHangzhoutourismindustry,suggestsseveralmulti-dimensionalmarketingstrategiestoboostupnotonlythevolumeofSouthKoreantouristsbutalsosatisfaction．Thisthesiscomprehensivelydescribestrendanddevel

3、opmentofSouthKoreantouristsforoverseastravelbasedonprecedingSouthKoreantourismmarketingreference．Bythemulti-dimensionalanalysisandstudyfromthisthesis，overseastraveltrendsandcharacteristicbehaviorsofSouthKoreantourists，basedoliextensiveandintensivesurveyandstatisticalanalys

4、is，leadtobelowconclusions：1．HangzhouhasrankedthethirdasforthemostaaractivetravelregioninChinaforSouthKoreantouristshopefullytovisit．2，MainpurposeofSouthKoreantouristsvisitingHangzhouisforrecreationwithsightseeing．Hangzhouhasrankedasthebestinsafetywhiletravel，whichisthemost

5、satisfactoryfactorwhenSouthKoreantouristsvisitHangzhou．3．InterestingresultofthisthesisregardingtravelsatisfactioninHangzhouisthatthelevelsofexpectationaledifferentbyageorgenderofSouthKoreantourists．ThemosttwourgentfactorsHangzhouneedstofixorenhance，asforthestrategicmarketi

6、nganalysisofthisthesisbasedontheprecedingresearchandcomprehensiveonetooneinterviews，areinconvenientlocaltransportation，lowleveloflocalservicequality,and，socalled，”We—speak—Chinese·only”thelanguageproblem．Thisthesis，primarilyfocusingmarketing4P(Product,Price,Place，Promotion

7、)，finallydrawsseveraleffectivemarketingstrategiesspecializedouhowto“pamper”SouthKoreantouristsinHangzhoutourismindustry．KeyWords：Hangzhoutourismindustry,Koreantouristmarket，marketingstrategyII浙扛大学硕士学位论文基于韩国市场的杭州旅游业营销镱略研究1绪论本文之所以选择研究杭州旅游业如何开拓邻邦韩国旅游市场，是因为本人作为在杭的韩国留学生，在与来杭韩国游

8、客之间的交流中发现韩国游客的需求尚未得到很好的满足，营销方面对韩国游客的针对性还不够强。因此，本人希望通过以自己韩国人的身份并站在韩国游客的角度，来看待杭州的韩国旅游市场的开发状