여수 해양생물형 테마파크의 마케팅 전략수립 및 상품개발: 표적집단면접법(FGI)에 의한 정성적 접근

초록

This study was conducted as an exploratory study to draw ideas for product development and marketing strategy of marine bio-type theme park located in Yeosu. The subjects of this study were six housewives who were raising infants and elementary school students in Seoul. The method of investigation was applied by FGI(Focus Group Interview) and it was conducted in real time recording method. The survey was conducted focusing on the overall perception of marine bio-type theme parks, information search methods and reasons for selection, competitiveness evaluation compared to other facilities, and ideas for product development and marketing differentiation. The investigation procedure was conducted by the participants' self-introduction and detailed target group interview after explaining the purpose of the investigation by Focus group interview (FGI) moderator. In order to revitalize the marketing of Yeosu tourist attractions or tourist attractions, viral marketing through related images and interesting videos is important through Instagram and YouTube, which are increasing in frequency of use recently.

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