桂林韩国客源市场营销策略研究--基于旅游六要素

摘要

近十年来，桂林市内接待的入境游客数量呈逐年减少趋势，而韩国客源的减少最为突出。基于旅游六要素的调查显示，韩国游客对桂林的整体旅游环境满意度不高，尤其是餐饮、住宿和交通环境。扩大桂林韩国客源市场，需要在保持桂林特色的基础上创新性地加入韩国文化的元素。桂林国际旅游的竞争力，更多地取决于多元文化和谐交融的旅游环境。唯有创建多文化特征的韩国客源市场营销模式，才能吸引更多地韩国客源来桂林旅游。%　　Over the past decade, the number of inbound tourists in Guilin showed a decreasing trend, especially Korean tourists. Based on the survey of six tourism elements, the South Korean tourist’s satisfaction to Guilin tourism environment is low; especially in aspects such as catering, accommodation and transportation. To expand the Guilin Korean tourist market, it is necessary to integrate elements of Korean culture into Guilin tourism. The competitiveness of Guilin International Tourism depends more on multicultural tourism environment. In order to attract more Korean tourists to Guilin, it is necessary to create a Korean tourist market marketing model with the multi-cultural characteristics.