Analysis Of Samcheok City As The Tourist Destination In Korea

Introduction: Although the EF English Proficiency Index level of Korea is twenty in Asia last year. Language obstacle problem still very serious in Korean. The situation of Samcheok is worse than Seoul. I choose Samcheok to be my destination because there don’t have a large of oversea tourists visit. The environment is excellent in south Korea and the destination management is outstanding which the environment damage level is low. Those are the reason why I select Samcheok. Price: 4000 to 5000 MOP if you plan to travel in five days trips from Macau to Samcheok. Customer service: Although Samcheok elected by popular vote will devote all its efforts to making Samcheok a happy, pleasant and citizen-centered city, local residents didn’t treat tourists friendly. Language obstacle make the situation make the problem worse. Korea is extreme Nationalism country.

According to the data of National Office Philosophy and Social Sciences, the survey results show that Koreans are negative about China and the Chinese. negative for 48%, neutral for 27%, and positive for only 25%. Information from the Statistics and Census Service (DSEC) indicated that visitor arrivals total 3,403,503 in August. Chinese own 85% market share which numbers is 2,527,309 in August. Unfortunately, Korean must rely china market no matter how they dislike Chinese. Strong impression: Samcheok, the marine and cultural city that boasts beautiful mountains, caves, valley and ocean. Also, Samcheok Beach along the beautiful east coast of Korea. Value Proposition: Samcheok is located in the mountains, valleys, caves and mountains surrounded by the sea. cable car, see train, ocean rail bike, the foundation of those attraction is about the sea and cave. Natural environment become the main product in Samcheok tourism industry.

Product benefits: The natural environment protection of Samcheok is exacting. People visit there would know about their protection process and the Garbage recycle process. Korean also encourage people don’t waste food so they present their dishes in several small dish in order to reduce food waste. The green awareness become the biggest product benefits. According to World Tourism rankings 2017, Korea have 17. 2 million tourists visit which mean Samcheok have huge market to develop. Moreover, several travel agencies have already launched new tour package to visit Samcheok. Tourism office starts to enter I the international market. Also, the environment protection of Samcheok is doing well so I suggest they could establish a destination like Marina Gardens to show their strategic, planning and protection process. Product: Natural environment is priceless in Samcheok. Although many tourists focus on the aquatic activity. banana boat, snorkeling and jet skis are all rely on the sea. Moreover, the cable car, sea train, Ocean railbike those major attraction is selling the view of Samcheok. If the attraction loses the sea and forest, it become valueless. The blue ocean and mysterious caves can let tourists a romantic time in Samcheok.

Personalization: Samcheok focus on domestic tourists and tourism office notice that korean travel style is travel with their family. The hotels provide many kinds of family rooms. attraction provide family group ticket. Moreover, barbeque restaurant is no allow individual customer have meal inside. Although this is a deduct point of the tourists who visit individually. Their strategic is focus on group visitors. Price: Normally Samcheok don’t have other competitors in Gangwon-do. If people travel samcheok from Seoul in four days. It takes 2000 to 3000 MOP. Samcheok is attractive because some old Korean don’t have their own passport and they think Korea is the best country in the world which mean they won’t visit other country. Position: The strength Samcheok is they enjoy market dominance in Gangwon-do. They are not focus on overseas tourists is their Threat. Also, the language become their weakness. If Samcheok develop their international market, it will become their opportunities since they have enough tourism environment carrying capacity. Promotion: Samcheok, the marine and cultural city that boasts beautiful mountains, caves, valley and ocean. Social media, tv, poster, signboard all the advertising focus on Korean. Only their official web site has other languages.

Partnership: Hotels, travel agency, local restaurant, key opinion leader and Korea government will be the main partner. Especially the travel agency is the most important role. Travel agency bring travel group visit Samcheok, customers eat in the restaurant, live in the hotel, visit destination. One partner chain three role. People: Over 70% of Koreans speak and understand their mother tongue. Tourists never understand the destination board, restaurant menu and the map. Moreover, Samcheok Tourism office target their domestic tourists, so they are not going to train their staff in order to Satisfy the needs international tourists. Planning: Samcheok develop their international market since they start to corporate with oversea travel agency. Although Korean owe 90% market share now. Samcheok target to balance the international tourists and domestic tourists. Since the percentage of china visitors visit Korea decrease 49. 1% compare the same period in 2016 and 2017 according to the Korea Tourism Organization. Korea tourism office start to attract chinese like online Via, plan to open the visa-free entry policy during the 2018 Winter Olympics.

Samcheok also be selected a hot spot to visit. Samcheok need to prepare Chinese explanation in the destination and public area. Also, the operation staff require to learn basic Chinese. Kenting will be the biggest competitors in Asia since their characteristic is the same. Also, the transportation of Kenting is more convenience than Samcheok because china and Macau have direct flight to Kaohsiung and tourists take one-hour bus distance can go to Kenting directly. The most disadvantage of Samcheok must be the transportation and Language obstacle. If tourists went to Samcheok, they need to take three and half hours from seoul. The advantage of Samcheok is their attraction and the political situation of Korea is a little bit better Taiwan now. The numbers of visitors visit Kenting keep decreasing because of the consumer price index keep increasing. It became an opportunity for Samcheok to attract Kenting visitors. In conclusion, Samcheok is beautiful and romantic city which owe blue sea and priceless natural environment. Samcheok must be elevate their resident language level in order to solve of the language obstacle problem and attract more tourists. Samcheok should become a hot travel destination since they have Korea government support.