Marketing hanok as alternative accommodation for Korean tourism

Pao Yue-kong Library Electronic Theses Database

Marketing hanok as alternative accommodation for Korean tourism


Author: Kim, Je Yeon
Title: Marketing hanok as alternative accommodation for Korean tourism
Degree: M.Sc.
Year: 2011
Subject: Hospitality industry -- Marketing -- Korea (South).
Tourism -- Marketing -- Korea (South).
Architecture, Domestic -- Korea (South)
Vernacular architecture -- Korea (South)
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: v, 50 leaves : ill., 1 map ; 30 cm.
Language: English
InnoPac Record:
Abstract: Promoting hanok as an alternative accommodation in both national and international tourist market has become one of the principal objectives of the Korea Tourism Organization (KTO). This study examined the marketing strategies and specific promotional tools used by the KTO and other tourism related private sectors. Semi-structured interviews with open ended questions were conducted with two personnel from KTO and with five owners/managers of hanok accommodation in Bukchon Hanok Village, located in Seoul, Korea. An inductive approach of analyzing eight travel agents in Hong Kong outbound to Korea was carried out. Tourist materials such as, brochures, travel guide books, and Korean Air in-flight magazine were also examined. The study found that the fundamentals of strategic hanok accommodation marketing have been overlooked. The marketing of hanok accommodation is under-researched and has to be further addressed in the marketing literature. Future research can seek to identify the specific marketing activities that will lead to success for the marketing of hanok accommodations.

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