Earticle

초록

영어

The travel agencies in Korea is confronting with external and internal factors. The external factors are commission cut of airline companies, participation of large enterprises in travel industry and perishment of industrial classification. The internal factors are most related with lack of funds. In order to get through this serious crisis, strategic alliance is drawing attention by travel agencies to cover their weakness and to strengthen their power.
From private enterprises such as airline companies to local governments, the partners for alliances are various and the aspects of alliances are many from cooperative marketing to joint ventures.
However, it is true that the alliances have been made only on the economics of scales not considering their own style. In order to lead the alliance to be long-lasting and more effective, 4 steps can be suggested : analysing their own core ability, targeting specific purpose, searching the optimal partner, make the constructive and developing mutual value system.

목차

Ⅰ. 서론
  1. 문제의 제기
  2. 연구의 목적과 방법
 Ⅱ. 전략적 제휴에 관한 이론적 고찰
  1. 전략적 제휴의 의의
  2. 전략적 제휴에 대한 접근방법
  3. 전략적 제휴의 유형
 Ⅲ. 한국 여행업의 전략적 제휴 현황
  1. 공동상품 개발
  2. 업무제휴
  3. 공동 광고 및 홍보
  4. 제휴판매
 Ⅳ. 시사점과 제언
 Ⅴ. 결론
 참고문헌
 ABSTRACT

저자

• 김정하 [ Jungha Kim | 경인여자대학 관광학부 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338