여행사의 On-Line과 Off-Line 통합마케팅에 관한 연구

• 영문명: A Study on the Travel Integrated Marketing Communications of On-Line and Off-Line
• 발행기관: 관광경영학회
• 저자명: 박상현(Sanghyun Park)
• 간행물 정보: 『관광경영연구』제5권 제3호, 37~56쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2001.12.31

영문 초록

This study sets travel marketing as an object for analysis to understand the importance of internet for efficient integrated marking communication of On-Line & Off-line each travel agencies. Therefore, in this study, some literature and data on some travel agency were inspected and reviewed. The point at issue from the finding of this study are as follows: It appeared that Off-line promotion method factors were 'sales promotion', 'sales by Human', 'advertisement activity', 'enterprise P.R.', 'customer management', 'on-line reduce expense', 'on-line sales promotion', 'on-line operation'. The major result of this study is that the importance of integrated marketing communication has a great effect on the importance of On-line & Off-line IMC marketing and internet is recognized as a very important by travel agencies. That means internet will be general marketing method in travel agencies and integrated marketing communication will be their marketing competitiveness in the near future. As you can see, personal in tourism agencies think highly of On-line operation ability, but it is not performed well in terms of importance. That means integrated marketing communication is thought to be very important, but it is not performed properly in travel agencies. But if it is shows in overall aspects, important and performances have significant selections each other. This study shows IMC is significantly related to travel agencies, but many tourism companies utilize internet as a advertisement method and corporate image and it is not use very well in term of facility or corporate circumstances.

목차

Ⅰ. 서 론

Ⅱ. 연구의 이론적 배경

Ⅲ. 실증조사

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌