日本国際観光学会論文集
Online ISSN : 2433-2976
論文
我が国のDMOにおけるマーケティング概念の捉え方の考察
経営学領域のマーケティング概念との比較を踏まえ
岩田 賢
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ジャーナル オープンアクセス

2021 年 28 巻 p. 39-50

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This paper studied how the concept of marketing is recognized in Japan's DMOs, comparing it with the concept of marketing in the field of business administration. One method to find insight regarding the discussion of DMOs in Japan is to analyze the actual recognitions such as marketing-related requirements for the Japanese-version of the DMO registration system (data collection / analysis, etc.). Through literate research, this work found that Japanese DMOs do not go into the perspective of marketing theory in the field of business administration, which aims for “customer creation” and “societal marketing concept”. In addition, regarding destination marketing, where academic research is progressing in the tourism field, it was revealed that its application and practice are limited in Japan.

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