Title page
ACKNOWLEGEMETNS
Contents
ABSTRACT 9
CHAPTER I. INTRODUCTION 11
CHAPTER II. LITERATURE REVIEW 16
A. Tourism PR 16
1) The Importance of Tourism PR 16
2) The Process of Tourism PR 17
B. Branding and PR 21
1) What Is the Branding? 21
2) What Is the PR? 23
3) The Relationship of Branding and PR 27
C. Tourism Branding 30
1) A Context for Tourism Promotion 30
2) Building on a Tourism Brand 34
CHAPTER III. TOURISM BRAND CASES 38
A. “Amazing Thailand” 39
B. “Incredible India” 43
C. “100% Pure New Zealand” 48
D. “Hong Kong - Live It! Love It!” 54
CHAPTER IV. “KOREA, SPARKLING” 59
A. Background and Process 60
B. Meaning and Roles 63
C. Criticism 73
1) What is the difference between “Korea, Sparkling” and “Dynamic Korea”? 73
2) People do not know about “Korea, Sparkling.” 76
CHAPTER V. CONCLUSION 81
Bibliography 86
〈Table 1. Three Steps of Travel PR〉 18
〈Table 2. Tourism Brands of Other Countries〉 30
〈Table 3. Nine Amazing Things of Thailand〉 41
〈Table 4. Korea’s Key Tourism Assets〉 65
〈Table 5. Korea’s Sparkling Attractions〉 67
〈Figure 1. Examples of Brand〉 22
〈Figure 2. Tourism Brand of Thailand〉 39
〈Figure 3. Tourism Brand of India〉 44
〈Figure 4. Tourism Brand of New Zealand〉 49
〈Figure 5. Tourism Brand of Hong Kong〉 54
〈Figure 6. Total Tourism Expenditure Associated to Inbound Tourism 1998-2002〉 56
〈Figure 7. “Korea, Sparkling” Brand〉 60
〈Figure 8. The Shapes of “Korea, Sparkling”〉 69
〈Figure 9. The Logotypes of “Korea, Sparkling”〉 70
〈Figure 10. The MSN Messenger Icons of “Korea, Sparkling”〉 71
〈Figure 11. “Korea, Sparkling” Promotion Event in New York〉 72