Korea World Travel Fair (KOTFA)


Korea World Travel Fair (KOTFA) indisputably among the most popular trade destinations. According to the World Tourism Barometer, South Korea was the 6th most visited tourist destination in Asia and 20th globally with approximately, 11.1 million tourists visiting Korea in 2011 and the same continues to fall significantly following boycotts from Chinese tourists. Until recently, trade shows have been viewed as crucial marketing tools for a number of industries that need to exhibit their products. From times immemorial tradesmen have known that trade fairs give them an opportunity to market their goods. Furthermore, trade shows are also vital tourism development generators. Indeed, the growth and diversification of tourism have become a worldwide phenomenon significantly affecting both the local and global economies. These considerable effects not only affect the national economy but also the local communities and people therein.

Regardless of the benefits of tourism, Korea has been facing a down fall in the number of tourists, this is so because of economic recession as well as the Chinese tourism ban. In this light, a comprehensive marketing strategy should be deployed to attract more participant while minimizing on the impact of the ban.

Along the way, tourist destination marketing has becoming an important aspect in developing and retaining the popularity of a location while enhancing the overall competitiveness of a destination. For the most part, destination marketing deploys a combination of marketing campaigns to support their strategies. Together with traditional marketing tactics that sponsor events, promotions, marketing campaigns and so forth to build distinctive destination brands that could gradually reach the potential visitors.

Following the technological revolution, destination marketing could take advantage of internet communication technologies and social media to market the event using distinctive online marketing strategies. Online marketing could be called in different names but its purpose is to exploit a number of digital platforms to correspond with target markets in a costly manner. Along the way, the internet has become increasingly important in promoting and distributing tourism services.

This research paper aims at devising marketing campaigns for Korea World Travel Fair (KOTFA) that is set for June 2018. It will analyze and evaluate the current marketing provisions and environment. Previous studies show that consumers are attracted to digital platforms such as destination of the website, social media, E-marketing as well as televisions. The report also points to challenges facing Korea as a tourist destination and gives recommendations therein.


Research Outline

  1. Introduction
    1. Korea World Travel Fair (KOTFA) indisputably among the most popular trade destinations.
  1. Define Tourist destination Marketing
    1. Within the current context
    2. Some approaches used
      1. Benefits of these approaches
      2. Shortcomings
    3. Marketing Campaign Strategies that can be incorporated
      1. An analysis of the Ps of marketing
      2. Creating the same within the context in hand
  2. Destination Marketing campaigns
    1. E-platforms(In English and Korean)
      1. Websites
      2. Social Media platforms
      3. Online marketing
      4. Mobile Apps
    2. Traditional Platforms
      1. Print
      2. Television
    3. Other Channels
  3. Conclusion


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