The objectives of the study are: To provide broad-based marketing information on the South Korean long haul pleasure travel market for strategic planning purposes; To identify and describe South Korean travel segments that are prime targets for travel to Canada and the United States for industry marketers; To describe elements of the travel product(s) required to meet the needs of the target travel market segments; and To provide input to the development and placement of effective advertising and promotion to convert potential travel to Canada and the U.S.. The following research objectives were established: To identify the basic long haul pleasure travel motavations, benefits and product/activity needs of South Korean travelers; To identify and describe the size, travel characteristics, attitudinal and awareness characteristics of the market; To identify levels of awareness and perception of the various U.S. and Canadian travel products; To identify the media habits of the long haul traveler; and To profile South Korean long haul pleasure travelers in terms of demographics, vacation style and lifestyle characteristics.


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    Title :

    Pleasure Travel Market to North America: South Korea


    Publication date :

    1991


    Size :

    241 pages


    Type of media :

    Report


    Type of material :

    No indication


    Language :

    English