The domestic travel agents should provide promotional activities
to make Chinese tourists more interested in and motivated
from specific traits of tours in Korea by emphasizing Korean culture,
society, history, and tradition. Korean travel agents should exercise
caution not to create expectations in tours in Korea, and should
provide “natural” characteristics of tours in Korea. They should
focus on increasing motivations of potential tourists by promoting
the particular attractiveness of Korean tours. This includes carrying
out a broad variety of activities to attract tourists, such as active and
various marketing campaigns, developing specialized tourist
commodities, constructing close relationships among the federal
government, local government and business, and maintaining an
effective evaluation system. It is necessary to favorably promote
Korea as a tourism destination through TV or radio. There exists
a substantial opportunity to boost yield during periods of low
demand by offering special promotional travel packages on the
Chinese market.