Conference presentation
Brand equity of Seoul as a tourist destination
Tourism Sciences Society of Korea (TOSOK) International Tourism Conference, 75th (Muju, South Korea, 06-Feb-2014–07-Feb-2014)
Tourism Sciences Society of Korea
2014
Abstract
Approximately 75% of foreign tourists visiting South Korea visited Seoul in 2012 (Korea Tourism Organization, 2014). Meanwhile, according to the World Tourism Organization (UNWTO), China is expected to become one of the world's leading four outbound countries within a decade. With its growing economic prosperity, China's market importance in tourism is continually expanding (Jeong, 2006). In 2010, 35.94% of overseas tourists who visited Seoul were from the Greater China Region including China, Taiwan, Hong Kong and so on. Since China is a core market, the government of Seoul invested over 40% of their marketing budget into China (Yoon & Kim, 2010). In spite of the fact that China has both a large population and an increasing number of outbound overseas tourists, specific research into Chinese tourists going to Seoul has not been carried out. Therefore, it is important to understand Seoul city's brand assets that tourists from Greater China recognize, and based on that understanding a concrete implementation strategy aiming at the long term sustainable grow of Seoul city as a tourism destination can be developed. The aim of this research is to provide information on management strategies for the major cities in South Korea including Seoul City, and to promote these destinations to Chinese tourists by analyzing the relationship between tourism destination brand equity's influence factors, their components and brand loyalty. Chinese tourists visiting South Korea were the target population.
Details
- Title
- Brand equity of Seoul as a tourist destination
- Authors
- Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, JapanNa-Yeon Kang (Author) - Kyonggi University, Korea
- Conference details
- Tourism Sciences Society of Korea (TOSOK) International Tourism Conference, 75th (Muju, South Korea, 06-Feb-2014–07-Feb-2014)
- Publisher
- Tourism Sciences Society of Korea
- Date published
- 2014
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99451415602621
- Output Type
- Conference presentation
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