2006, Vol.30, No.6

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

pISSN : 1226-0533 / eISSN : 2713-6388
https://journal.kci.go.kr/JTS

Marketing at cultural art institutions can be understood as an effort to facilitate smooth exchange between audiences and the institutions. This paper is to develop a marketing mix strategy which the cultural and arts centers could apply marketing concept. The study question is how culture and arts centers set marketing strategy against the obstacles of accessing cultural enjoyment. Factors of the obstacles were examined using what one calls 7P's(product, price, promotion, place, people, physical evidence, process). Authors recommends that various types of policies for reduced ticket prices and services are needed. In addition, the research emphasizes that one need various events which allow citizens to be able to experience art and culture at a public space such as local art and cultural centers.핵심용어(Key words):문화마케팅(Cultural marketing), 문화소비성향(Cultural consumption tastes), 라이프스타일(Life-style), 마케팅 7P 믹스전략(Marketing 7P mix strategies)

Global competitiveness in airlines makes airliners difficult in surviving at technology and balance of payment, which thus force them finding a way with partnership and alliances. This study is to prove and analyze how the airline's strategic alliances affect the customers‘ loyalty. The result shows; not only horizontal alliances offered by airlines when customers actually use, but the vertical alliances among heterogeneous companies offering mileage services and discounts also influence customers‘ loyalty to the airlines. Moreover, customers who regularly use airlines more than 4.5 times a year and superior customers using first or business class tend to be unrelated to the customers’ loyalty on using alliance services offered by serviced airline.핵심용어(Key words):항공사 제휴서비스(Airline's strategic alliances), 수직적수평적 제휴(VerticalㆍHorizental alliances), 고객 충성도(Customers' loyalty)

The purpose of this study is to introduce the concept of intercultural communication competence(ICC) in tourism studies and to explore its applicability in tourism research. ICC has been studied for over 50 years as many people work or live in culturally different places. Since one of the premises of tourism is intercultural interaction, this inquiry deserves more attention from tourism professionals. In order to establish a basis for the ICC study in the tourism field, an extensive review of literature on ICC has been conducted to articulate its concept and structure. Finally author explored a recent research trend in tourism in relation to ICC, suggesting the research topics requiring due attentions.핵심용어(Key words):문화간(Intercultural), 커뮤니케이션능력(Communication Competence), 문화충격(Culture Shock), 문화간 적응(Intercultural Adaptation), 상호작용(Interaction)