A Study on tourism brand, "Korea Sparkling" : A Comparative study with other successful brands

Abstract

Thesis(M.A.)-- 숙명여자대학교 국제관계대학원 : 국제홍보전공, 2008. 8 The travel and tourism industry is currently the world’s largest commercial service sector industry. For tourism PR, many countries have developed their own tourism brands to promote various aspects of their tourism resources and leverage them effectively to entice global tourists. Examples include “100% Pure New Zealand (New Zealand)”, “Yokoso Japan(Japan).” Korea has officially adopted a national tourism brand, “Korea, Sparkling” to boost its tourism industry. In this study, I will examine some tourism brands of other countries and the development of “Korea, Sparkling.”