BENIKEA = Best Night in Korea
Korea’s first-ever mid-low priced tourist hotel brand.
The Ministry of Culture, Sports, and Tourism,
Korea Tourism Organization promoted BENIKEA
A larger influx of foreign leisure and business travelers.
Launching a domestic hotel chain to win some market share
Seoul’s 5-star properties charge high
Cheap but trashy motels
In general, to be ca
of foreign visitors actually starting to jump due to the sliding value of the local currency, the government’s tourism drive is being exposed as half-baked.
The faltering Korean won has clearly resulted in a larger influx of foreign leisure and business travelers in recent months. This is exactly the situation the Seoul Metropolitan Government and the Ministry of Culture, Sports and Tourism we
of people aged between 20-30 including
college students
-Family units
Marketing Strategies
-All-in-one structure
of consumption based
on expected needs
-Customer-Consumer
differentiation approach
-Promotions on special occasions
Customer-Consumer Differentiation
“Attract Customers, Not Consumers”
Schools: Affiliations through
1)Event Sponsors
Sports in order to promote it as a part of the tourism industry. As casinos generate employment, income, and tax revenues and stimulate the regional economy, people do not consider gambling to be such an immoral activity as they did in the past. More people than ever before have dramatically shifted their attitudes about gambling. Now is the time to cognize casino as a rightful leisure activity,
of nature for her specified attributes of sun (tanning), wind (sailing), snow(skiing), surf(fishing), and sky (gliding) is Recreational tourism." ( From course book, Hosts and Guests, Ch.1. Tourism and leisure: a Theoretical overview pp. 31-32)
So we can see a character of Mountain tourism on the text theory. It is ecotourism and it is basically alternative tourism which is sustainable. But it
of ads in the past. At that time Michael Jordan was a superstar for many people. Thus, Nike’s TV ads focused on Jordan in a basketball. But when Jordan retired from the NBA and his appearance in ads could not see anymore, Nike had to seek a new alternative which is recruitment ofsports stars in other sports. Typical examples are golf’s Tiger Woods, soccer’s Cristiano Ronaldo, and tennis’
of the alternatives to automobiles could be bicycles.
According to the bicycle usage analysis in May 2010, 64.7% rode bicycles within a year, and 80% of them did so as a form ofleisure. This indicates that bicycles are public-friendly, and can be an alternate transportation with great potentials as day life transportation.
3) The reason why riding bicycle more should be promoted
장점이 있다.
Ski the North Central province in the past people thought only to enjoy the sport as the opening of Muju Resort eoteuna including Busan, Gwangju Spirit Hunan within 2 hours away for those who get the limelight as the sport began. The location of Muju Resort is located in the heart of nearly country nationals, because the use of the ski area that has the advantage of ease.
1. Leisure as Big Business
Changing demographics
11th largest industry profits in 2006
Annual revenues of over $100 billion
Triad—amusement, entertainment, recreation leisure activities
Entertainment content—live performances (theatre, musical concerts), interactive experiences (recreation, amusement parks, travel, gaming) and media (m
of end-users, restricted innovation, low switching costs etc.
diversified product segments
value-added by brand name
advanced technology
decrease in volume of sales
low performance of Top Flite
weak endorsement contracts
growth in international golf market
various age groups of golfers
life style of time-spending on
recreation (leisure & sports)
golf industry