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综合型度假村是现代旅游趋势中最为热门的形态,特别是率先开设赌场的拉斯维加斯,是美国人最为喜爱的夏季休假地。马来西亚的云顶高原和中国澳门的威尼斯人赌场都是作为综合度假胜地开发的,而在禁止赌博的新加坡,滨海湾金沙和圣淘沙名胜世界正以综合度假胜地的形式进行建设。这样的综合度假胜地大大的促进了各地的旅游业,已经成为了现代旅游业的发展趋势。现在韩国国内中国游客首选的旅游地有永宗岛、济州岛等。为了配合地区旅游业的发展,韩国计划建设综合度假胜地。这些地区在中国游客中有很高的接受度和知名度,可以预测到,未来将其建设为综合度假胜地的成败取决于吸引游客的宣传的策略。因此为了掌握中国游客游览综合度假胜地的目的及选择综合度假胜地的原因,需要进行线上及线下宣传研究。本次研究目的为提出最佳的营销、宣传及媒体战略。另外,通过研究中国游客对包含赌场在内的综合度假胜地的期待以及影响访问目的的原因,本文探讨了未来的旅游宣传及营销方向及其战略性含义。
Comprehensive resorts are the most popular form of modern tourism trends, especially in Las Vegas, the first to open a casino, is the most popular summer vacation destination in the United States. Genting Highlands in Malaysia and the Venetian Macao Casino in China are both developed as integrated resorts, while Singapore, Marina Bay Sands and Resorts World Sentosa are being banned from gambling in the form of integrated resorts. Such an integrated resort has greatly promoted tourism in various places and has become a trend of development in modern tourism. South Korea is now the preferred tourist destination for Chinese tourists Yong Island, Jeju Island and so on. To tie in with the development of tourism in the region, South Korea plans to build an integrated resort. These regions have a high degree of acceptance and popularity among Chinese tourists and can predict the success or failure of building them into integrated resorts in the future depending on the strategy of attracting tourists’ propaganda. Therefore, in order to grasp the purpose of Chinese tourists visiting the integrated resort and the reasons for choosing the integrated resort, it is necessary to conduct online and offline publicity studies. The purpose of this study is to propose the best marketing, promotion and media strategy. In addition, by examining Chinese tourists’ expectation of integrated resorts including casinos and the reasons that influence the purpose of the visit, this article explores the future tourism promotion and marketing directions and their strategic implications.