연구자료 (행자부 정책연구관리시스템 미러링)

부여군 신관광마케팅 전략 수립 용역

Ⅰ. 과업의 개요
1. 과업의 배경 및 목적 ·····················································3
1) 과업의 배경 ····························································3
2) 과업의 목적 ····························································3
2. 과업의 범위 ·····························································4
3. 과업수립의 흐름 ··························································5
Ⅱ. 관광마케팅 환경 분석
제1절 거시환경분석 ························································9
1. 관광시장 동향 ····························································9
1) 국제관광시장 동향 ······················································9
2) 국내관광시장 동향 ······················································11
2. 관광트렌드 분석 ·························································14
1) 10대 관광트렌드 ·······················································14
2) 최근 3년간 국내여행 및 관광 트렌드 ······································17
3) 시사점 ·······························································19
제2절 미시환경분석 ························································20
1. 관광이미지 분석 ·························································20
2. 관광객 수 분석 ··························································22
3. 충남 타지자체 관광환경 비교 ··············································23
제3절 내부환경 분석 ························································24
1. 관광자원 ·······························································24
1) 역사문화관광자원 ······················································24
2) 자연경관자원 ··························································26
3) 전시관람시설 ··························································27
4) 축제 및 체험 ··························································28
5) 관광상품 및 관광코스 ··················································30
6) 관광객수 ·····························································32
2. 관광이미지 ·····························································34
1) 관광이미지 ····························································34
2) 검색어 추이 ··························································36
3. 관광마케팅 수단 ·························································44
1) 온라인 매체 ···························································44
2) 오프라인매체 ··························································46
Ⅲ. 관광객 설문 및 타깃시장 분석
1. 관광객 설문분석 ·························································51
1) 조사개요 ······························································51
2) 인구통계분석 ··························································52
3) 조사결과 ·····························································53
4) 설문분석의 시사점 ·····················································62
2. 목표타깃시장 여건 ·······················································63
1) 내국인 시장 ···························································63
2) 외국인 시장 ··························································64
3. SWOT분석 및 과제도출 ···················································66
1) SWOT분석 ····························································66
2) 과제도출 ·····························································67
3) 시사점 ·······························································68
Ⅳ. 기본구상
1. 마인드맵 ································································71
2. 기본방향 ·······························································72
1) 사업도출의 기본방향 ····················································72
2) 포지셔닝 맵 ···························································73
3. 세부전략 4P ····························································74
Ⅴ. 세부전략사업
1. 그때 그 시절 - 부여 재연배우(Actor) 활용사업 ·······························77
1) 사업의 개요 ···························································77
2) 배경 및 목적 ··························································77
3) 기본 방향 ····························································77
4) 사업 내용 ····························································78
5) 사업화 계획 ···························································79
2. 세계유산 부여 나들이(Sunday Picnic at Buyeo) 상품 운영 ···················81
1) 사업의 개요 ···························································81
2) 배경 및 필요성 ························································81
3) 기본 방향 ····························································81
4) 사업 내용 ····························································82
5) 사업화 계획 ··························································83
3. 사비의 웃음 - 미마지 관광기념품 만들기 ····································85
1) 사업의 개요 ···························································85
2) 배경 및 필요성 ························································85
3) 기본 방향 ····························································85
4) 사업 내용 ····························································86
5) 사업화 계획 ··························································87
4. 왕도에서 거닐다 - 이색탈거리상품 운영 ·····································89
1) 사업의 개요 ···························································89
2) 배경 및 필요성 ························································89
3) 기본 방향 ····························································89
4) 사업 내용 ····························································90
5) 사업화 계획 ···························································91
5. Lovely 부여여행 친구가 생겼어요 - 1인 관광상품 개발 ························93
1) 사업의 개요 ···························································93
2) 배경 및 필요성 ························································93
3) 기본 방향 ····························································93
4) 사업 내용 ····························································93
5) 사업화 계획 ··························································95
6. 부여 Lovely-buy 숍 관광카드 상품 ········································96
1) 사업의 개요 ···························································96
2) 배경 및 필요성 ························································96
3) 기본방향 ·····························································96
4) 사업 내용 ····························································96
5) 집행계획 ·····························································98
7. 사비 백제 세계유산 보물지도 탐험대 ········································99
1) 사업의 개요 ···························································99
2) 배경 및 필요성 ························································99
3) 기본방향 ·····························································99
4) 주요 사업내용 ························································100
5) 집행계획 ·····························································101
8. Lovely 고객 감동 마케팅 - 당신을 위한 모든 것 ····························102
1) 사업의 개요 ··························································102
2) 배경 및 필요성 ·······················································102
3) 기본방향 ····························································102
4) 주요 사업내용 ························································103
5) 집행계획 ····························································104
9. 실시간 콘텐츠 마케팅 부여를 보여주자 - 부여의 24시 ························106
1) 사업의 개요 ··························································106
2) 배경 및 필요성 ·······················································106
3) 기본방향 ····························································106
4) 주요 사업내용 ························································107
5) 집행계획 ····························································108
10. 세계유산 해외마케팅 - 세계와 함께하는 부여 ·······························110
1) 사업의 개요 ··························································110
2) 배경 및 필요성 ·······················································110
3) 기본 방향 ····························································110
4) 주요 사업내용 ························································111
5) 집행계획 ·····························································113
11. 부여 관광세계화 진흥 선언 및 군민 관광운동 전개 ···························114
1) 사업의 개요 ··························································114
2) 배경 및 필요성 ·······················································114
3) 기본방향 ·····························································114
4) 주요 사업내용 ························································114
5) 집행계획 ·····························································117
Ⅵ. 사업추진 및 투자계획
1. 사업의 우선순위 및 추진계획 ··············································121
1) 기본방향 ·····························································121
2) 사업별 우선순위 ······················································121
3) 사업별 추진계획 ······················································123
2. 투자계획 ······························································124
1) 재원별 투자계획 ······················································124
2) 연차별 투자계획 ······················································125
부 록
1. 설문조사지 ·····························································129
2. 사업발굴 워크숍 결과 ········································

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