Analysis of Marketing Status and Plans to Expand OTA Utilization
Separate Handbook Created for Local Government Officials
The Korea Tourism Organization announced on the 16th that it has published a report titled "Analysis of Marketing Status for Revitalizing Regional Tourism for Foreign Tourists and Plans to Expand the Use of OTAs."
This report was prepared to promote regional tourism revitalization by reflecting changing tourism trends such as the increased demand for individual travel after the endemic, the concentration of tourism flows in the metropolitan area, and the expanding influence of Online Travel Agencies (OTAs).
Additionally, a handbook providing practical guidance to help local practitioners effectively utilize OTAs was published together.
The report contains detailed customized strategies based on ▲the status and product analysis of major OTAs ▲the development process of Korea inbound products linked with OTAs and collaboration know-how ▲analysis of OTA utilization status in 14 metropolitan local governments. Furthermore, it presents specific implementation plans considering tourism resources, infrastructure, target tourists, and other factors based on the characteristics and strengths of each local government.
The handbook includes step-by-step strategic guidelines to assist in OTA utilization. This includes ▲a checklist to assess the level of OTA utilization ▲beginner materials for understanding inbound tourism ▲intermediate materials analyzing the value as regional tourist destinations ▲advanced materials covering OTA product development and effective collaboration methods.
Yoo Jin-ho, Head of the Tourism Content Strategy Division at the Korea Tourism Organization, stated, "OTAs are powerful tools to introduce regionally specialized inbound tourism products to the global market," adding, "Based on this report, the Organization will actively expand marketing education and support for attracting foreign tourists targeting local governments and the domestic travel industry."
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