Strategies To Sell Seoul As A Leisure Destination Tourism Essay Essays

Strategies To Sell Seoul As A Leisure Destination Tourism Essay Essays Strategies To Sell Seoul As A Leisure Destination Tourism Essay Essay Strategies To Sell Seoul As A Leisure Destination Tourism Essay Essay This diploma paper introduces Seoul, the turning market as a leisure finish. The intent of this paper is to happen and propose ways for Seoul to go a popular leisure finish for Europeans. The paper starts with debut to Seoul, analysis of tourers who visit Seoul. Furthermore, this paper provides three ways for Seoul to go a popular leisure finish for Europeans by clear three stairss including increasing consciousness, selling which gives Europeans motive and information, and an betterment on Seoul as a tourer metropolis. Chapter one is an debut to this paper, which gives a general idea approximately Seoul as a leisure finish. In chapter two, there will be a closer expression at Seoul. Get downing from general debut to South Korea, this chapter shows touristry industry in South Korea and a few attractive forces in Seoul which are divided into both traditional and modern points. Chapter three trades specifically with statistics related to visitants of South Korea, concentrating on difference between Asiatic and European visitants. Then, it leads to stepping rock of ways for Seoul to go popular among European leisure-oriented travellers. Chapter four shows the importance of international events in footings of national image and touristry. To construct consciousness and images of South Korea is linked for Europeans to be motivated to believe about sing South Korea. This chapter will explicate this and gives a instance. In chapter five, Hong Kong which is the 1 of the most popular finish in Asia is analyzed to be compared to Seoul. By understanding and larning from the city, Hong Kong, the milepost of following two chapters about selling schemes and development of Seoul will be set up. Chapter six suggests selling schemes to sell Seoul as a leisure finish for Europeans. As selling schemes, the functions of authorities and media will be shown. Chapter seven is about how to better Seoul as a leisure finish. Through SWOT analysis, a few points will be suggested to develop Seoul to pull Europeans. In chapter eight, the last chapter, there is a decision based on all the chapters of why this research is of import and published. Introduction This diploma paper was created to happen and propose ways for Seoul to go a popular leisure finish for Europeans. The capital metropolis of South Korea, Seoul, has many both traditional and modern attractive forces and great potencies to pull Europeans as a metropolis touristry finish. However, it is non every bit much well-known as the absorbing metropoliss in Asia such as Tokyo, Hong Kong, or Shanghai. For Europeans, Asia would look to be someplace new and adventuresome. Since they do non cognize and are funny about the continent, their outlooks of what they want to see are slightly oriental. However, some major metropoliss like Tokyo are really westernized, modern but yet have their ain singularity based on traditions and civilization. Furthermore, they would wish to travel to those topographic points and see the existent lives of the state. This is called City Tourism , which means that the metropolis itself has tonss of tourer attractive forces of adjustment, transit, amusement installations, civilization, and nutrient to do people from outside to be motivated to see. Those both sides of attracts encourage Europeans to see oriental, traditional Asiatic parts and see the existent life of city in Asia. In that regard, Seoul has true colourss of South Korea s civilization and tradition behind and yet as a city of more than 10 1000000s of occupants, tourers would be able to see and see how Korean live. In other words, Seoul has the existent appeals of pull Europeans. Then, why Seoul is non yet the popular and concerned finish for Europeans to go? This paper demonstrates the grounds and replies for the inquiry. First ground is that South Korea is still non well-known, particularly for European tourers, which leads to the fact that it is important to increase Europeans consciousness of national images so that they would cognize and be motivated to see South Korea. Besides, there is deficiency of selling schemes for Europeans to be encouraged to go Seoul. Finally, Seoul should be improved more in footings of touristry industry, including cultural touristry, assorted activities and events for tourers, the demands of overcome linguistic communication barriers, and so on. South Korea was non the finish for leisure intents until late of 1980s. After keeping successful Olympics in Seoul, the universe had started looking at the state otherwise, while images of South Korea would hold been hapless and developing state after the Korea War. Furthermore, 2002 World Cup Korea Japan has decidedly helped Korea to go a tourist finish that people talk about. Importance of international events, which will be acquainted subsequently in chapter 5, is one of the major factors for a state to be well-known and better touristry industry. 2. Seoul as a tourer finish Introduction to South Korea Geographically South Korea is located in East Asia, between China and Japan. The Korean peninsula is approximately 1,030 kilometers long and 175 kilometers broad at its narrowest point. The land country is 99,200 sq kilometer, and it has a population of 48.6 million people. From Gojoseon which was the first signifier of state to after Nipponese business, Korean War and division, Korea has more than 5,000 old ages of history. After Korean War and division from North Korea, the Republic of Korea had developed economic system unusually from 1960 to 1980s, which is called Miracle on the Han River . South Korea is a member of the OECD, and is classified as a high-income economic system by the World Bank and an advanced economic system by the IMF and CIA. South Korea is now a member of G-20 and will keep the one-year G-20 meeting in 2010. History of touristry industry in South Korea Along the development of economic system, touristry industry besides has been turning. This figure shows that the figure of people sing Korea from other states rise unusually from 11,109 in the twelvemonth of 1961 to 6,155,047 in 2006. Particularly, between 1980 and 1992, Asia-Pacific part moved from being a minor participant in the international touristry scene to going the fastest-growing and most talked about part of the universe. And one of the fastest-growing markets was South Korea harmonizing to WTO ( World Tourism Organization ) . Figure 1. Visitor Arrivals in South Korea from 1961-2006 Introduction to Seoul Seoul is the capital metropolis of South Korea. With a population of over 10 million, it is one of the universe s largest metropoliss. It is besides the 2nd largest metropolitan country. Seoul is located on the Han River in the centre of the Korean Peninsula. Even though it may non be the centre of South Korea geographically, Seoul is decidedly the centre of economic system, political relations, civilization, and conveyance. Besides, it is known as the hub of East Asia. Not surprisingly, this figure shows that among foreign visitants to South Korea, more than 70 per centum of them visit Seoul. Year 2003 2004 2005 2006 2007 Visitors ( % ) 85.0 80.9 78.1 76.8 73.4 Figure 2. Percentage of foreign visitants to Seoul taken from entire population of foreign visitants to Korea Seoul is a really attractive metropolis which has both oriental and modern features. Traditional topographic points such as castles, temples, and traditional house small towns attract people from the West as oriental attractive forces which are unfamiliar and interesting. Besides, Seoul as a modern metropolitan metropolis which shows how westernized Seoul is. Seoul as an oriental finish in Asia Gyeongbokgung ( Gyeongbok Palace ) ( Seoul has been a capital metropolis for about 600 old ages. Therefore, there are a batch of castles, particularly the ancient royal castles of the Joseon Dynasty: Gyeongbokgung, Deoksugung, Changdeokgung, and Changgyeonggung. ) Gyeongbokgung is the first castle of the Joseon Dynasty which was built in 1395 and remained the nucleus karyon of bossy regulation through much of Joseon period. It was the castle where the caput of province conducted of import affairs, received foreign minister plenipotentiaries, and assembled his tribunal in royal rites. Coronations besides took topographic point here. ( It is 340,000 M2 ( square metre ) . ) Unusually, the most representative buildings of the Joseon Dynasty, Gyeonghoe-ru Pavilion and Hyangwonjeong Pond are still comparatively in tact. Woldae and the sculptures of Geunjeongjeon ( The Royal Audience Chamber ) represent the past sculpture art which was the tendency back so. The National Palace Museum of Korea is located South of Heungnyemun Gate, and the National Folk Museum is located east within Hyangwonjeong. Bongeunsa ( Bongeun Temple ) One of the alone facts which attract people from Western states is Korean Buddhism. Bongeunsa is one of merely a few traditional Buddhist temples found in the metropolis. Surprisingly, it is located in the busy, fast-paced portion of the World Trade Center country. It is a pleasant topographic point non merely for Korean to see but besides for travellers to acquire to cognize Korean Buddhism civilization. Temple Stay is what people can see day-to-day lives in a temple and larn Buddhism civilization and liquors. In fact, tonss of visitants stay at that place from few hours to 2 yearss to acquire to cognize Korean Buddhism, alien civilization. Bukchon Hanok Village There are traditional Korean houses remained in Bukhon Hanok Village. Most of houses are abodes, but there are galleries, traditional workshops which sell all right jewelleries, Korean eating houses, and minbak ( Korean traditional Bed A ; Breakfast ) . Insa-dong ( Insa District ) Insa-dong, located in the center of the metropolis, is an of import topographic point where old but cherished and traditional goods are on show. Galleries, traditional eating houses, traditional teashops, and coffeehouses take topographic point the whole country. The stores in Insa-dong are really popular among all age groups, because each one is alone. For immature people particularly, inexpensive but yet traditional and all right goods are sold in carts on the street. There are about 100 galleries in the country which travellers can see every illustration of traditional Korean all right art from pictures to sculptures. Seoul as a modern metropolis N Seoul Tower N Seoul Tower is the landmark of Seoul. It is located on top of Namsan Mountain and is a topographic point where you can acquire all right positions of Seoul. Built in 1969, it was a orbiter tower but opened to the populace in 1980. Besides all right positions, the tower has eating houses, coffeehouse, and stores. Lighting show which takes topographic point every dark is besides attractive for visitants. Myeong-dong ( Myeong District ) Myeong-dong is a monolithic shopping territory where has all sorts of trade name name stores and section shops are clustered along the streets and back streets. Myeong-dong besides has household eating houses, fast nutrient, and Korean, Western and Nipponese nutrient. Hangang ( Han River ) and Cheonggyecheon ( Cheonggye Stream ) A topographic point of relaxation and convenient waterway transit, the Hangang River is the centre of Seoul s urban reclamation. Visitors come to the Bankss of the Hangang for leisure and diversion, an urban reprieve from the feverish gait of mundane life. Cheonggye Stream had been the biggest sweeping market in Seoul for more than 40 old ages after the Korean War. However, after redevelopment building in 2003, it is now a beautiful tourer attractive force and a leisure topographic point for Koreans. Beautiful 22 Bridgess are decorated with 9,000 visible radiations and 1,500,000 workss. Its length is 5.84 kilometre and 12.04 kilometre of walking waies are available. Particularly, during December, the light show installed in the Cheonggye square which is the terminal of the watercourse is stupefying. COEX The COEX ( Convention and Exhibition ) constructing serves as the World Trade Center Seoul that includes a convention centre, exhibition hall, and promenade. It is a topographic point for international conferences and cultural and arts events. It has successfully held the 3rd ASEM, the Baronial Peace Prize, OECD international workshop, and many other international conferences. It has more than 200 exhibitions and over 2,000 international conferences and events yearly. The COEX promenade which is an belowground shopping promenade is the largest shopping centre in Seoul. Besides, it constitutes many other leisure topographic points such as Aquarium, Megabox Movie Theater, Kimchi field museum, event tribunal, and nutrient tribunal. Particularly, Aquarium has more than 40,000 fish of 600 species and tonss of big sharks. Furthermore, two concatenation hotels are connected to the topographic point. Hongdae country Hongdae stands for Hongik University but besides around the university, the country is for night life, assorted activities, and art public presentation. A batch of childs in Seoul spend their free clip clubbing, shopping and basking gigs in this country. Particularly, the last Friday of each month in Hongdae is Club Day , a wristband-powered event which allows entry to more than a twelve major nines for the monetary value of one. Itaewon Itaewon territory is a topographic point where assorted foreign civilizations gather. Located between the southern inclines of Mountain Namsan and the Han River It started in the early twentieth century, when it was a residential territory for Nipponese colonialists. Foreign communities form in the topographic point, hence many eating houses functioning international dishes are found in this country including culinary art from India, Pakistan, Egypt, Turkey, Thailand, and Mexico, nutrients that are non widely available in Korea. 3. Analysis of tourers sing Seoul This chapter acquaints with analysis of tourers sing Seoul, South Korea. Based on the International Visitor Survey 2008 which was published by KTO ( Korea Tourism Organization ) , this chapter will find features of visitants to South Korea, grounds why Asians travel South Korea more than Europeans do, which leads to differences between Eastern and Western tourers to South Korea. Besides, this chapter includes cardinal points which lead to reply the inquiry ; how Seoul can pull Europeans. It is of import to advert that most of statistics and studies used in this chapter are based on South Korea, non Seoul. However, since more than 70 per centum of visitants to South Korea travel Seoul, those figures are clearly explained to calculate out about Seoul. 3.1. Statisticss of visitants to South Korea First of wholly, the figure is provided to demo you per centum of visitants to South Korea in 2008. In 2008, the entire figure of visitants to South Korea was 6,890,841. 72.7 per centum of visitants which means that 5,018,219A were from Asiatic states such as Japan, China, Taiwan, and Thailand. The 2nd largest proportion of the pie was people from Americas. The figure of Europeans who visited South Korea in 2008 is 592,303, which is 8.6 per centum. 1.9 per centum of visitants were from Oceania and 1.1 per centum of visitants to South Korea were from Middle East such as Turkey. The smallest per centum, 0.4 per centum of visitants was Africans in 2008. Figure 3. Percentage of visitants to South Korea The pie shows that visitants are chiefly from Asia. To bespeak this fact more evidently, the chart below is provided to see from which states are the most visitants to South Korea. Clearly, the monolithic Numberss of visitants are from near states to South Korea such as Japan and China while merely Russia is included this chart. Top 10 states going South Korea ( 2008 ) Rank State 1 Japan 2 China 3 United States 4 Taiwan 5 Philippines 6 Siam 7 Hong Kong 8 Russia ( Federation ) 9 Canada 10 Australia Figure 4. Top 10 states going South Korea ( 2008 ) 3.2. Reasons why Asiatic travel South Korea more than Europeans Since more than 70 per centum of travellers to South Korea are Asians, it is critical to happen ways to pull Europeans by comparing with Asians, particularly Nipponese and Chinese who visit South Korea the most. Therefore, this sup-chapter will show grounds why Asiatic travel South Korea. There are several grounds why Asians travel South Korea more than Europeans such as geographical locations, more handiness, Asians cognizing South Korea and its civilization well, and the Korean Wave . 3.2.1. Geographic grounds First of wholly, Asiatic states particularly Japan and China are close to South Korea than other states so that it is easier and cheaper for people from those states to see South Korea. It takes an hr to see Seoul from Tokyo, Shanghai, and Beijing by aeroplanes. For them, it might be even nearer to go Seoul instead than other metropoliss in their ain states and it is still other state which motivates them to go for leisure intent. Because of geographical factor, there is more handiness for Nipponese and Chinese to see Seoul. While about people from other states visit South Korea by aeroplanes, some of Nipponese and Chinese travel South Korea by ships. As an illustration of comparing, there are about 30 flights in one twenty-four hours from Seoul to Tokyo, 26 flights from Seoul to Beijing, while merely 5 flights in one twenty-four hours from Seoul to Paris. 3.2.2. Cultural grounds Since China, Japan, and Korea are located all in Northeast Asia, they have some common and similar civilizations behind them even though they all are separately alone. Therefore, tourers from China and Japan to South Korea experience more comfy about going South Korea because they know the state. Furthermore, they have more cognition and experience about South Korea from instruction, media, and so on. 3.2.3. The Korean moving ridge The Korean moving ridge refers to the significantly increased popularity of South Korean civilization around the universe since the twenty-first century. The term was coined in China in mid-1999 by Beijing journalists surprised by the fast turning popularity of South Koreans and South Korean goods in China. Globalization has had an impact on pop civilization to be opened to foreign states for last decennary. Particularly, Korean TV play are truly popular among Asiatic states through the whole coevalss. As an illustration, Japan is the 1 of the states influenced by Korean dad civilization popularities, which leads to increase of Nipponese travellers to South Korea. NHK, Japan s public broadcaster introduced Winter Sonata as the first South Korean Television play shown on its satellite channel in 2003. The Television play created many syndromes about itself and because of its explosive popularity, Winter Sonata was aired twice in the same twelvemonth and NHK published novels based on the screenplay and plan guidebooks, every bit good as to bring forth DVDs, CDs and picture for both amusement and for learning Korean. Meanwhile, travel bureaus offer tour bundles that highlight hiting locations of Winter Sonata and rare minutes to run into the stars. The economic effects of Winter Sonata in South Korea have tremendously benefited non merely the amusement but touristry industries, every bit good. As a consequence from Korean Wave, Nipponese visitants accounted for 41.6 % of 1.99 million visitants to South Korea in 2004. 3.3. Differences between Asiatic and European visitants There are chiefly two obvious differences between Asiatic and European travellers ; intents of their visits and topographic points that they visited. This subchapter will bespeak the footing to find ways to convey more Europeans to see Seoul. 3.3.1. Purpose of visit By and large talking, the per centums of business-oriented visitants and leisure-oriented travellers to South Korea are similar in 2008 harmonizing to the pie given below. Those two constitute more than 80 per centum. However, people who visited for business/professional activities are somewhat more than people who came to South Korea for leisure/entertainment/vacation grounds. Figure 5. Purpose of visit ( 2008 ) Harmonizing to the chart below which shows the nationality and intent of visit, there is a important difference between Asiatic and European travellers. Asians, particularly Japan and Taiwan, tend to see South Korea with leisure intent, while there are more Europeans who came for concern or professional activities than those who came for leisure intent. The difference between concern and leisure intents is more than six times among Europeans. The Number of Case Business/Professional activities ( % ) Leisure/Entertainment/Vacation ( % ) Friends/Family visit ( % ) Entire 11,978 42.0 40.4 11.5 Japan 4,318 25.6 63.2 8.9 China 2,128 39.2 37.1 13.1 United States 1,108 57.3 12.2 23.9 Taiwan 587 29.3 62.9 4.5 Russia ( Fed. ) 249 68.5 10.6 10.8 Canada 190 50.8 15.8 28.5 Australia 175 50.6 25.0 11.9 Germany 165 76.9 8.7 9.8 England 159 76.0 8.3 10.9 Figure 6. Comparison of intent of visit ( 2008 ) 3.3.2. Attractions in Seoul There are two statistics about popular attractive forces in Seoul given. Harmonizing to the first chart, the most visited topographic point with 52.8 per centum is Myeong-dong where has assorted shopping topographic points and eating houses. The 2nd and 3rd most visited attractive forces are both market but yet have different features. Dongdaemun market is besides celebrated topographic point for shopping different points, largely dressing. Travelers who visit Namdaemun market discover this topographic point really interesting. Because everything from inexpensive electronic merchandises to veggies, live fishes supposed to be cut and sold right off shows the existent expressions of Koreans. Besides, they could happen some traditional goods in inexpensive monetary values. 43.7 per centum of replies to the study dedicates to ancient castles. Other topographic points from Insa-dong where keeps traditional expressions on the whole territory to N Seoul Tower, the landmark of Seoul and Lott e World, the largest amusement park are visited by international visitants. Figure 7. Topographic points Visited in Seoul However, a clear difference of the most visited topographic point between Asians and Europeans is determined. For Asians, the most visited topographic points are Myeong-dong and Dongdaemun market, which shows that they liked to travel shopping in Seoul. Meanwhile, ancient castles attract Europeans including English, Germen, French, and Russians harmonizing to the study. State Japan China Taiwan England Germany France Soviet union The most visited topographic point Myeong-dong Dongdaemun market Dongdaemun market Ancient castles Ancient castles Ancient castles Ancient castles Percentage 74.9 % 63.9 % 82.5 % 49.2 % 56.8 % 63.6 % 52.9 % Figure 8. The most visited topographic point 3.4. Decision Based on figures analyzed in this chapter, three chief decisions are determined in order to sell Seoul as a celebrated and popular finish for Europeans. First of all, Europeans consciousness of Korea should be increased so that they are motivated to go. Second, non merely to increase Europeans consciousness but besides to advance touristry industry, the authorities should make more selling and advertisement through assorted and effectual ways. At last but non least, Seoul itself should go a more attractive and comfy tourer finish. And that needs several factors like continuing traditional attractive forces, work outing linguistic communication barriers. From following chapter, this paper will to the full concentrate on those three points. 4. International events for national image and touristry This chapter focuses on national images and their impacts on touristry as the first measure to convey more Europeans into sing Seoul. The ground why this chapter is the first means is that raising their consciousness is created by raising well-known, attractive and positive national images. At first, definition and importance of national images will be introduced, and so this chapter will cover with international events, which help efficaciously a locale to be known. To keep international events such as Olympic Games, Football World Cup, and exhibitions are important for a metropolis or state to raise its images, which finally make tourers motivated and attracted to see before, during, and after the event. At the terminal of this chapter, there will be a instance survey about 2002 World Cup Korea Japan to show it. 4.1. National images Since the progress of globalization, national image and repute have become more critical assets in the modern universe. In order to construct national images, authoritiess try to develop those under the name of national branding as a selling technique. The reputes of states are similar to the trade name images of companies and merchandises. The American Marketing Association ( AMA ) defines a trade name as a name, term, mark, symbol or design, or a combination of them intended to place the goods and services of one marketer or group of Sellerss and to distinguish them from those of other Sellerss. The trade name resides within the Black Marias and heads of clients, clients, and chances. It is the sum sum of their experiences and perceptual experiences, some of which you can act upon, and some that you can non. To win in branding you must understand the demands and wants of your clients and chances. Likewise, a state needs to construct its ain images in order to understand and pull mark audiences including foreign tourers. Every state has its ain features, besides referred as trade name images. As mentioned above, some national images built in mark audiences can non be influenced by the authorities s attempts. Because those images are formed by personal experience, the media, and so on. However, the authorities could better and make positive and attractive national images to do possible tourers consider sing the metropolis or state by national stigmatization. Images about touristry tend to last until the world. Charming images promote roll uping information and activity to seek to see the finish. Formed images become outlooks about the finish. Expectations have impacts on ratings. Influence on images depends on the grade of cognition and experience of the finish. Figure 9. Seoho Uhm 1998, The survey about mensurating finish images The survey of touristry The figure above was published by a Korean expert from the institute of touristry in University of Kyonggi. It shows that images of finish are built non merely by existent properties of the finish but by possible tourers and their desires of travel activities. 4.2. Impact of international events on touristry