韓國數位化觀光發展趨勢之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53172

Title:	韓國數位化觀光發展趨勢之研究 Research on the Trend of Digitalized Tourism Development in Korea
Authors:	胡芷瑄
Contributors:	韓國語文學系
Keywords:	數位化數位化觀光轉型元宇宙宅經濟永續經營 Digitization Digital Transformation of Tourism Metaverse Stay-at-home Economy Sustainable
Date:	2023
Issue Date:	2024-03-07 15:57:47 (UTC+8)
Abstract:	由於5G、人工智慧、大數據分析和元宇宙等科學技術的崛起，人們正進入全新的數位化時代。隨著科技的快速發展和數位轉型的浪潮，觀光產業也經歷著重大的變革，數位化對觀光旅遊業的影響日益顯著，不再僅僅局限於傳統大眾旅遊模式。而且，歷經三年新冠疫情之蔓延，造成觀光產業變成觀光「慘業」，以致於觀光產業被迫要積極投入數位化轉型，將疫情危機化為觀光產業升級的契機，藉由調整產業的人力、組織、流程、文化及商業模式，以適應數位科技所帶來的市場變遷。新冠疫情加速了數位化觀光邁向嶄新的發展趨勢，而這些科學技術若結合觀光產業，將成為數位化觀光轉型的重要推手。本研究旨在深入探討韓國數位化觀光發展的趨勢，分析數位化在韓國觀光產業中的應用情形，評估數位化技術對於提高韓國觀光產業效益，以及觀光旅遊附加價值之創新產品的開發，所給予之影響力。並探討韓國觀光產業如何運用數位化技術，在新冠疫情所造成的景氣衰退現象，突破國界限制，打造令人耳目一新的觀光旅遊體驗和產業升級的行銷策略。此外，本研究亦探討隨著宅經濟時代的興起，韓國會如何滿足現代人追求深度體驗與淨化心靈、紓解日常生活壓力和調劑身心等各方面的需求，以吸引更多人士參與觀光旅遊休閒活動。同時探討數位化對韓國觀光產業永續經營的重要性，以及永續經營是否能夠協助韓國體現觀光產業的創新轉型。韓國是我邦鄰近國家，在觀光推展方面，有許多值得我們借鏡的地方，因此，本篇論文加以深入研究，以期藉由剖析韓國在後疫情時代對於觀光市場的佈局策略，和在後疫情時代對於在地數位化觀光的行銷策略推動現況，以提供相關單位或人士參考。 Due to technological advancements such as 5G, artificial intelligence, big data, and the metaverse, the world is transitioning into a new digital era. These innovations in technology and digital transformation are not only reshaping industries but are also significantly impacting the tourism sector. The impact of digitization on tourism has increased significantly, making the tourism approaches no longer restricted to conventional formats that we are used to. Furthermore, three years of the COVID-19 pandemic have turned the tourism industry into a "catastrophe," but now it has become the catalyst for change. The tourism sector is actively investing in digital transformation. This transformation involves adjustments in the workforce, organizational structures, organizational processes, industrial culture, and business models, all in response to the reshaping market caused by digital technology. The COVID-19 pandemic has accelerated the emergence of a new digital trend in tourism. The integration of these technological advancements with the tourism sector serves as a significant driver for the digital transformation of tourism. This research seeks to explore digital tourism developments and trends in South Korea. It aims to analyze how digitization is applied in the South Korean tourism industry and assess its impact on enhancing the efficiency of the South Korean tourism industry and creating innovative offerings in tourism. Additionally, it aims to understand how digital technologies are helping South Korean tourism overcome the economic challenges posed by the pandemic. This study also delved into how the industry breaks through international boundaries to develop refreshing tourism experiences and marketing strategies to upgrade the industry. In addition to these aspects, this study also investigated how South Korea meets the demands of modern travelers who seek fulfilling experiences and prioritize both physical and mental well-being in the era of the stay-at-home economy. It also explored how digitization plays a pivotal role in ensuring the sustainable functioning of South Korean industry and whether sustainability can fulfill the broader goals of transforming tourism within the country. Given that South Korea is our neighboring country, there are many aspects worth taking a page in terms of promoting tourism, this paper undertook an in-depth study to analyze South Korean strategies in the post-pandemic tourism market. It examined the current status of South Korean' marketing strategies for local digitized tourism in the post-pandemic era. The findings of this study are intended to offer valuable insights for relevant organizations or individuals.
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