Topics: Marketing, Tourism / Pages: 8 (2103 words) / Published: Oct 2nd, 2014
Evaluating current segmentation strategy for Jeju Island
University of Newcastle
Zhenxing Lin

Tables of context
1 Introduction and background of Jeju Island
2 The rational of destination marketing and segmentation
3 Funding of the current marketing strategy of segmentations
4. Discussion new segmentation method with current research limitations
5. Recommendations and conclusion
6. Reference
7. Appendixes
Word count 1509
Key words:
Segmentation, destination marketing, current marketing strategy, Jeju Island

1 Introduction and background of Jeju Island Jeju Island was chosen as the destination for developing the destination marketing. Current segmentation marketing strategy will be discussed in briefing paper as the purpose. Both tourism literature and theory will be used to analyse the data and information generated from various resources. And the outcome of the research and analysis will be present in the finding parts so that recommendations for further destination marketing development can be proposed finally. According to website Imagine your Korea, Jeju Island is 64 km from south of the Korean Peninsula with 600,000 population. Jeju Island is the largest Island but smallest province for South Korean, which is famous for roaring and windy weather, spectacular rock landscapes and famous sceneries and women due to the higher portion of the women and man ( Travel Highlights:[Introduction to Jeju], n.d.). The current strategy for Jeju Island would develop the “Business-MICE (meetings incentives, conventions, exhibitions)” (Hsu, Killion, Brwon, Grown, & Gross, 2008, P.102) and other leisure activities including 3Stourism and sports (Travel Highlights: [Introduction to Jeju], n.d.).
2 The rational of destination marketing and segmentation WTO clarified that destinations are the fundamental unit for tourism analysis (cited in Pike, 2008). “Travellers

References: Euromonitor International (2014). Passport: Travel and Tourism in South Korea. Retrieved [date?] from [URL?] Goeldner, C Hanson, D., Hitt, M., Ireland, R., & Hoskisson, R. (2010). Strategic management: competitiveness and globalisation (4th ed.). South Melbourne, Vic.: Cengage Learning. Hsu, C., Killion, L., Brown, G., Gross, M., & Huang, S. (2008). Tourism marketing: an Asia-Pacific perspective. Milton, Qld.: John Wiley & Sons Australia. Jackson, J. (2006). Developing regional tourism in China: The potential for activating business clusters in a socialist market economy. Tourism Management, 27(4), 695-706. Jeju Tourism Organization. (n.d.). Jeju Tourism Organization. Retrieved October 9, 2014, from Morrison, A Pearce, P. L. (2011). Tourist behaviour and the contemporary world. Bristol: Channel View Publications. Pike, S. (2008). Destination marketing: an integrated marketing communication approach. Amsterdam: Butterworth-Heinemann. Pizam, A., & Sussmann, S. (1995). Does Nationality Affect Tourist Behavior?. Annals of Tourism Research, 22(4), 901-917. Tourism and Events Queensland - The Official Tourism and Events Site for Queensland. (n.d.). Tourism and Events Queensland. Retrieved September 6, 2014, from Travel Highlights Travel Highlights:[Introduction to Jeju]. (n.d.). Jeju korea l Korea Tourism Organization. Retrieved September 7, 2014, from Wahab, S., & Cooper, C Walker, O. C. (2012). Marketing strategy: a decision-focused approach (2nd [Australian] ed.). North Ryde, N.S.W.: McGraw-Hill Australia. Wang, N. (2000). Tourism and modernity: sociological analysis. Amsterdam: Pergamon. Weaver, D. B., & Lawton, L. (2014). Tourism management: (5th ed.). Milton, Qld: John Wiley.

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