Based On The Korean Market Of Hangzhou Tourism Marketing Strategy Research

South Korean tourists have already grown to the major tourist group of Hangzhou tourism market in volume, however, there remain undeveloped critical factors in tourist satisfaction when or after South Korean tourists have actually visited Hangzhou.This thesis, based on the current circumstance of Hangzhou tourism industry, suggests several multi-dimensional marketing strategies to boost up not only the volume of South Korean tourists but also satisfaction.This thesis comprehensively describes trend and development of South Korean tourists for overseas travel, based on preceding South Korean tourism marketing reference. By the multi-dimensional analysis and study from this thesis, overseas travel trends and characteristic behaviors of South Korean tourists, based on extensive and intensive survey and statistical analysis, lead to below conclusions:1. Hangzhou has ranked the third as for the most attractive travel region in China for South Korean tourists hopefully to visit.2. Main purpose of South Korean tourists visiting Hangzhou is for recreation with sightseeing. Hangzhou has ranked as the best in safety while travel, which is the most satisfactory factor when South Korean tourists visit Hangzhou.3. Interesting result of this thesis regarding travel satisfaction in Hangzhou is that the levels of expectation are different by age or gender of South Korean tourists.The most two urgent factors Hangzhou needs to fix or enhance, as for the strategic marketing analysis of this thesis based on the preceding research and comprehensive one to one interviews, are inconvenient local transportation, low level of local service quality, and, so called, " We-speak-Chinese-only" the language problem.This thesis, primarily focusing marketing 4P (Producr, Price, Place, Promotion), finally draws several effective marketing strategies specialized on how to "pamper" South Korean tourists in Hangzhou tourism industry.