2014年
戦略的マーケティング理論による観光的側面からの留学インバウンドマーケティング : 豪州ブリスベン市の事例
日本国際観光学会論文集
- 巻
- 21
- 号
- 0
- 開始ページ
- 113
- 終了ページ
- 119
- 記述言語
- 日本語
- 掲載種別
- 研究論文(学術雑誌)
- DOI
- 10.24526/jafit.21.0_113
- 出版者・発行元
- 日本国際観光学会
This paper explores a proposal for educational tourism inbound marketing. It also discusses issues and barriers in implementing educational tourism marketing. For this paper, the meaning of educational tourism includes study abroad gaining degrees such as bachelor and for language and school trips. There are three key issues and they are the multiple and unclear market segment in educational tourists, the complexity of stakeholders and the complexity of roles played by those stakeholders in educational tourism marketing. To solve these problems, strategic marketing theory is applied focusing on marketing channel strategies. Brisbane is used as a case study for their educational tourism marketing initiative. They established not only tourism but also an effective educational marketing program. A marketing approach from tourism and educational aspects is the key to promoting cities as educational tourism destinations. In order to do this, multiple marketing channel initiatives are suggested using both tourism-oriented and education-oriented channels.
- リンク情報
- ID情報
-
- DOI : 10.24526/jafit.21.0_113
- CiNii Articles ID : 110009817087